Building on our core brand identity, Genc 4/22 is a brand that engages with a combination of inter-generational influences. The brand name and concept is taken from the idea of ‘generation’ (the values handed down from generation to generation) and ‘customisation’ (the quality level that is attained working more than 20 years with bespoke clothing). The number 4 presents generations of her family which breaks into the grandmother and mother-designer period and two daughters.