As one of the great start-up fashion success stories of the 1980s, Generra imbedded itself into the American consciousness. A casual and complete lifestyle concept, the label has graced nearly every category at retail including men's, women's, kids, accessories, and footwear. Capturing its market with a style that ranged from basics to innovative fashion the brand also extended its reach by strong support from national consumer and trade advertising on a variety of media.

In 2002 PCC acquired all rights to Generra and is now gearing up for a major relaunch in spring 2004.