Sacred brand intention
The initial brand intention shapes the entire frequency and trajectory of the brand. Think of it as a polestar that influences all decisions, partnerships, and products. At Gen Hz, our brand intention was inspired by a divine calling to help people raise their vibration and improve their wellbeing by changing the way they look at clothing—and the world around them. This energetic seed is our throughline for everything we do. While factors like cost and convenience are still considered, they are not the principles that lead us.
100% Natural fabrics
We only select natural fabrics in their purest form and we don’t lean heavily on industry certifications, which are often marketing ploys designed to offer assurance in an industry of mis- and dis- information about corporate sustainability efforts. That being said, it’s nearly impossible—especially for an emerging brand like ours—to gain access to full traceability of our fabrics. Through extensive research and vetting of vendors, we landed on European Flax™ linen, which is grown in France and does not require the use of artificial fertilizers due to its fertile soil. Our linen also uses natural dew retting rather than chemical processes that are common in other countries. It is then woven in Lithuania and shipped to us in LA. We realize this is an ever-evolving journey and we will continue to reshape our process along the way.
Happy people + places
The people that touch our garments and their work environments all play a role in the overall frequency of your clothing. To ensure good vibes all around, we have strong standards when it comes to fair pay, safe working conditions and responsible practices. Because certifications don’t always provide the full picture, we visited our factory & natural dye house to conduct what we call our ‘frequency gut check.’ These are more than just vendors to us, they are relationships that are extensions of our brand’s values.
Plant dyes
We noticed a major misalignment in the “natural fashion movement”—the use of artificial dyes. Most brands that pride themselves on using natural fabrics are still using standard chemical dyes that then degrade the frequency of the ‘once-natural’ fabrics. It’s like eating deep fried zucchini, but convincing yourself that you're eating healthy veggies—catch our drift? To maintain our fabrics’ purity, we only use natural plant and vegetable dyes, like chestnuts, pomegranate seeds, indigo plants, and more. The result: clothing with a vintage look and feel that’s to dye for!
Natural trims
No stone—er, button—is left unturned. To finish our garments, we source natural trims like corozo buttons made from tagua nuts, cotton labels, and then sew it all together with 100% cotton thread. Full disclosure: The only trim that’s not natural are our elastic waistbands, but unfortunately Mother Nature can’t help us there. And let’s be real, having pants that fall down doesn’t sound high vibe to us! Nevertheless, we’re in the process of looking for more natural alternatives.
Eco-friendly packaging
Ship ship hooray—our packaging is made from recycled content and fully biodegradable. No plastic or poly here!