GENErAL is a clothing brand and creative studio

founded by Santiago & Martín,

two young men passionate about fashion and art.

 

A basement in France in 2016 was

the place chosen to, empirically,

intervene, with painting, their own clothes,

turning out to be their Creative Big Bang.

 

During the next two years, Santiago and Martín

experienced and tried different

textiles and materials to launch

their first clothing collection in August 2018.

 

Months later, seeking to redefine the relationship

between art and fashion, they explored

a concept called WEARABLE ART,

which consists of painting, by hand,

large-scale works of art on textiles and fabric,

to later turn that large canvas

into unique and exclusive garments.

Each piece is a small part of the puzzle!

 

Since then, it has been an amazing journey,

full of creativity and magic.

Different collections, works of art,

runways around the world,

live performances, appearances in well-known

magazines and meeting amazing people,

among other experiences.

But, the best, all those that are still missing

and are yet to come.

 

With this, GENErAL seeks to become

a clothing brand that inspires new generations

of creative and restless

minds through Art & Fashion.

Leaving a legacy is the goal.

 

We hope you enjoy the process as much as we do

<3 🥦