why this exists

so, what is anti/gen? it is the personification of the dreams of a few friends to do something different. that's it. a group of friends that want to try something working with, for and around like-minded, creative, fun people. so what do you do with that? well, you can do anything. open a hot-dog stand. start a band. start a clothing company. invent a new kind of buttery cracker that stays crunchier longer in your soup... you get the point.

anyhow, whatever we have decided to do, its like that saying, "if it's worth doing: it's worth doing well," or.. something like that – basically, do it the best you can. so we figure: what is a business we deal with a lot that we might be able to do better, or, at the very least, a little different? clothing.

as our previous essay touched on [if you had the rare/unfortunate pleasure of reading] a lot of terrible shops have sprouted up in the last two decades or so with the boom of the surf/skate/snow/skim/music/art culture. to be fair a lot of cool shops are around as well. the thing is, aside from feeling like we're robbed, they're almost all missing something... there's a void there. we're sure you've felt it, too.

we hope to provide you an alternative and fill that void. we aim to carry some rad stuff from big and small companies all over. also, we have big plans to give back to everyone that helps make this happen [you] in many, hopefully, refreshing and surprising ways.

and, with the aim of not exceeding the length of our previous essay we'll leave it at that.

we're not promising anything here; just sharing the motive. things will inevitably change as this grows and time passes -- as all things do. we look forward to growing with you.

thanks for dropping by and checking us out.