Holiday 2011: The Hillhurst Collection
With the vivacious atmosphere of Hillhurst, Los Feliz, as both creative center and source of inspiration, Generic Surplus is this holiday launching its Hillhurst Collection, introducing five new stitchdown shoes. Taking cues from the heritage designs that construct the basis of The Generic Man, the collection looks back to the elegant styles of bygone times and mixes it with the character of contemporary Los Angeles and its thriving music scene, which has become a crucial part of Generic Surplus’ brand identity.
Featuring laidback yet sleek silhouettes and clean, refined designs that blur the line between casual and dressy, the Hillhurst styles focus on classic masculine footwear with modern-day updates such as the Vibram sole and innovative stitch detailing. Giving homage to the greatness of the neighborhood’s Old Hollywood past as well as capturing the vibrant spirit of modern day Eastside Los Angeles, the new stitchdown models offer a reinterpretation of effortless sophistication.
Focusing on some of the most talented and internationally renowned DJs L.A. currently has to offer was an obvious choice for the Holiday 2011 campaign. Franki Chan, Paul Devro, Zane Landreth and Jamal Dauda (aka DJ Kid Lightning) represent different music genres as well as taste in clothing, tying perfectly in with the philosophy of Generic Surplus’ shoes: They adapt to the wearer's individual style, and are defined by the personality of the guy who wears them.
Shop the collection here
See more photos here