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. Their clothing is designed to stand the test of time—in quality, style, and comfort—so that it easily finds its place in your everyday wardrobe.
Though their design sensibility is inspired by classic workwear and military style, each garment has been thoughtfully updated for the modern woman. Think exceptional washes, tailored silhouettes, and subtle palettes. Over the years, they’ve built a reputation on the “perfect fit”—when you wear g1, you’ll feel as though it was tailored just for you.
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.