"G1 revolves around a simple concept: the new basic. In today's world of fast fashion and short-lived trends, enduring style can be hard to find. Our clothing is designed to stand the test of time - in quality, style, and comfort - so that it easily finds it's place in your everyday wardrobe.
After a long career designing and pattern-making, designer and founder Yoonah Shoji launched her own brand in 1998 with the aim of finding beauty in the everyday. G1 is the culmination of her experience and design philosophy. With every collection, you'll find her personal tenets for enduring design in each of its elevated basics."
