Spotted this store in Costa Mesa.

I didn’t have time to take a closer look, but from what I can see online, they appear to be focused on making and selling environmentally-friendly clothing made from recycled materials, overstocked fabrics, etc.

Their website doesn’t say, but I imagine the name is a response to the overly brand-conscious nature of today’s fashions. (Ironically, it’s turning “generic” into a brand itself.)