Gen X Sportswear GenX doesn’t look like a brand still trying to prove itself. It looks like one that already won. Everything runs off one oversized letterform — a custom-built X, found nowhere else — sitting large and confident beside GEN, with SPORTSWEAR stacked quietly below. Orange that means business, white that keeps it sharp, a current of blue running through the airflow graphics like the gear is still catching its breath. Same light, same mark, same energy — from the stitching on a collar to the glass on a flagship storefront, anywhere in the world.

M N LOKESHWAR REDDY, Creative Director