The first 100% eco-friendly Armenian brand.
Our Story
gen was founded in 2025 with a clear purpose: to create a platform where fashion, sustainability, and conscious living come together. It is the first Armenian brand built entirely on the principles of environmental responsibility. From materials to packaging, every step in our process meets the highest ecological standards. gen was established through a collaboration between GEN Production and Our Agency, united by a shared vision to create a new kind of brand that is bold in design and kind to nature.
Our Mission
gen creates clothing for a new generation. Simple in essence, bold in attitude. Our collections are made for young people, nature lovers, and those who live actively and consciously. We believe clothing should express not only style but values.
Green is not our color, but green is our favorite color.
Around 80% of our products are made from organic cotton, free from harmful chemicals and produced with care. For our packaging, we use only fabric-based materials, eliminating plastic entirely and minimizing paper use as much as possible. This is our way of reducing waste and showing respect for the planet. From t-shirts and hats to eco bags and sportswear, every gen gpiece is built around one idea: to dress with intention, never at the planet’s expense.
Packaging Matters
We package our products in environmentally friendly sachets in order to safeguard the piece, protect the environment, and give you a cute eco bag for everyday grocery shopping.