Genetic is known as a high-end, fashion forward denim brand that’s all about great fit and high quality. Competing in a crowded space, Genetic wanted to define a clear position, leverage their brand equity and update their overall creative to set them up for expansion in the fashion industry, beyond denim. Lambesis took Genetic through a rigorous branding process and positioned them as “the effortless sophistication and creative spirit of LA”. Lambesis dropped “denim” from the Genetic name and executed a fully integrated style-based strategy to develop a new creative concept, re-designed website, logo, hangtags and stationery. The new Genetic look has been well received by industry experts and fashion consumers alike and was debuted in a buzzworthy collaboration with supermodel Liberty Ross.


Lambesis extended the new Genetic look into an image driven, content inspired, online shopping experience. This elevated their e-commerce site from a traditional destination to an embodiment of the creative spirit of LA. The various events promoting the new Genetic brand were highlighted via impactful email designs, delivered to fans of the brand. The Liberty Ross collection was also shared out and highlighted in a unique interactive brochure delivered through a variety of digital channels.

Point of Sale/Retail

Genetic made an immediate impact, showing off their new look at trade shows with a uniquely designed environment and booth. Lambesis created the entire space from scratch, providing Genetic with an iconic look that stood out. The LA Insider style was carried through to hangtags featuring graphic imagery and the re-designed Genetic logo.