Gen Art, a New York-based organization that supports up-and-coming fashion designers through an incubator program, is gearing up to launch a clothing line of its own.
Gen Art announced earlier this week it will launch an in-house women’s label for the fall/winter 2016 season. Titled Openhouse, the brand will be inspired by designers and artists Gen Art has worked with throughout its 20 years in the industry.
Openhouse, which will be designed and developed in L.A., will consist of shirt dresses, long button-downs, T-shirts, athletic clothing, washed denim jackets, slim boyfriend jeans and structured blazers with an open back.
Openhouse will work with guest contemporary artists in the U.S. who will create seasonal collaborations with the brand.
“Openhouse is a creation for the willed, wild and confident,” the brand said in a press release. The brand was “conceived with the cool, modern girl in mind.”
Openhouse will make its retail debut at Bauhaus in Hong Kong, and prices will range from $100 to $300. For its first collection, Openhouse partnered with celebrated street artist Jacqueline Levine. The collection of easy-to-wear pieces mixes East and West coast mindsets to create a range of laid-back looks.
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