STORY

Another Bad Generation a.k.a. ABG is a unisex streetwear brand, initially established as a skate crew hence the name. The brand is fuelled by the passion for street culture and the likeness for all things music, art, and fashion.
Every generation embodies different ideologies and thought patterns. The recent generations however, have been more vocal and have constantly been challenging the status quo being labeled as “The Bad Generation.”
This so-called “Bad Generation” is more vocal, more conscious, aware and expressive. Being Bad ain't easy and bringing revolution ain't easy, we are here for it.

BELIEF

Today ABG is a platform for self-expression for communities regardless of their ability, age, ethnic background, gender, religion, sexual orientation.
The community we are building here allows individuals to be themselves and to feel as one.
This so-called “Bad Generation” is more vocal, more conscious, aware and expressive. Being Bad ain't easy and bringing revolution ain't easy, we are here for it.

We stand for what we believe in, and we’re a group of determined creators for this market. We seek to collaborate with like-minded individuals and artists to create a safe space for them to voice out their ideologies and their perspectives of what the new-age and rebel generation is like.

As a brand, Another Bad Generation seeks to take a stand against many of the appalling practices of the fashion industry. Our clothes are made in India, in mills and factories where tradition, expertise and human dignity take precedence over the bottom line. We speak out on issues we find important, and try to help give voice to the people and organizations we care about. We do this humbly, but with a firm belief that a responsible brand is a healthy one; that putting our values (leather-free) on the line pushes us to do our best.

MISSION

Building Content
Selecting talent and crafting cutting-edge content.
Storytelling with a unique form of expression through a wide variety of digital media.

Building Community
Building a community of like-minded individuals that have a unique perspective of living and being, the world calls them the “Bad-Generation”

Building Hype
Spotlighting subculture.
Giving phygital experiences to our customers & community.

EXPRESSION

ABG’s opinions, feelings, and observations are expressed through clothing collections we launch both via our VIABLE streetwear and with the content we publish.
Our clothing aesthetic is highly relevant to the current culture, ABG offers timeless yet statement-making designs across accessories, ready-to-wear, and a range of capsules collection seasonally.