What a year 2022 has been for us! We have ended up making concrete efforts in our sustainability journey to highlight the importance of sustainable fashion. From our production to campaigns, we’ve rolled out initiatives after initiatives that may seem small at a glance but are bringing larger changes that is actually bringing us closer […]

Stuck with nothing to wear on EID? Our fashion-on-a-budget godmothers are here to help you this Eid to look your best! As the Holy month of Ramzan comes to an end with Eid just around the corner, we’re all scurrying to do some last-minute clothes shopping! Especially now when our tailors have ghosted us!  We […]

Are you tired of exclaiming to yourself “I have nothing to wear!” whilst standing in the middle of a huge pile of clothes? Well, we’ve all been there and this is how you overcome it… Browse our matching shalwar kameez here Well, Well, Well. Here we are, back with another blog but this time we’re […]

Mariam Ibraaz is photographed at the scenic Gojal Valley, Hunza by Fahim Ahmad. To shop the latest collections click here. Surround yourself with what brings you joy and sakun because everything in your surroundings has an effect on you. This includes our home, our friends, what we read, the movies we watch and so on. […]

As Richard Branson says, “Business opportunities are like buses, there’s always another one coming”. The COVID-19 Pandemic really changed the course of business activity at a global scale for retailers like us. Continue to read our insight… GENERATION Flagship Store. Shop from this store on WhatsApp here Beam of light in bleak times The world […]

An in depth travelogue of Pakistan’s most popular and culturally significant textile art. Bhit Shah is still notorious for keeping traditional ajrak alive, preserving techniques that date back to the 1700’s. Here’s a peak at how our latest ajrak apparel has travelled over 1000 km to stop at Gen HQ in Lahore, before reaching its […]