Once upon a time in a small town in California, there was a father and daughter who wanted to make clothing in a new way for all to enjoy. Their names were Jeff and Coco Yokoyama.
In the summer of ‘05 the father daughter combo hand made their first t-shirt from recycled material. Jeff and Coco also noticed an abundance of overstocked fabrics sitting in warehouses in Los Angeles. By adopting this abandoned fabric they were able to make small runs and create one off unique items.
They opened their first Generic Youth store in Costa Mesa in ’06.
As everyday people Jeff and Coco were able to understand and
recognize the need for “green, recycle and giveback.” A strange thing happened, people around the neighborhood started sharing
in the same spirit.