GENERIC SURPLUS

Designed in USA

Generic Surplus remains an unassuming extension line of The Generic Man, a brand that produced its first collection in 2006 but whose philosophical journey began in 1997. More than a decade ago, founders Brandon Day and Kevin Carney began what they call “a case study in adultism” in their NYC loft, determined to define the meaning of adulthood. They emerged with the concept of “Newdult,” a ”generic man” who's tired of ostentatious street wear and luxury's unattainable pricing.

The Generic Man brand sought to confront market orthodoxy by dispensing with labels and logos in favor of quality construction and elegant simplicity. Generic Surplus, in turn, represented the best of American sportswear with a restrained hand: mute or neutral color palettes, unpretentiously simple and practical design designed to be broken-in and personalized by the wearer. The brand has created tremendous online and editorial buzz among shoe-enthusiasts who appreciate the military inspired “surplus” appeal and appealing price points.