Generra is a new brand to me, the FW10 Collection looks pretty good, not much info on the website though, but a bit of research digs up a relationship with Global Hypercolor T-Shirts and the creative directors to be husband and wife team Swaim and Christina Hutson, formally of Obedient Sons and Daughters. Definitely one to watch. Discovered through one of my favourite blogs newdandyism.com, check it out.