Music Generation Apparel

Music Generation Apparel is an underground clothing brand in Cape Town, South Africa. It's focus is reflecting Hip-Hop and street culture.

Symbolically, the brand suggests that the modern society has become music-driven. It's tagline, "Its Who I Am" reflects the theory of the brand that music supporters are proud of what they listen to; that music embodies the supporters.

It sees music as a large social influence and therefore centers this concept in it's designs.

The brand is managed by its founders, radio personality and promoter, Mfundo Mbali and artist manager, Steven Mokopane. In September 2014, the brand partnered with Shaloma Muzik Recordings, fusing conscious culture and street culture.

It is endorsed by various underground artists, and vice-versa and hosts various events within the Cape Town underground Hip-Hop scene.

Primary Design
Music Generation Apparel is iconic for it's primary design, depicting a male figure with a hat, covering his face with his hand. The is surrounded by the text: 'MUSIC LOST GENERATION' and a microphone in the right-hand corner.

This design was the first by the brand and has been sold to various customers. It is available in the form of T-Shirts, hoodies, crew-necks and tanktops. This is done through screen printing.

Printing is available in blue, yellow, white and black, respective of the T-Shirt colour. T-shirts are available in either black, white or grey.

Collection
The brand has a collection of T-Shirts, hoodies, crew-necks, beanies, and tank tops. These are retailed at various prices ranging from R 100 - R 350.

Limited edition pants and dresses have also been manufactured, however these have not officially been retailed as yet.

Purchases can be made through a sale agents, via Facebook, Twitter, WhatsApp and BBM.

Branding
Music Generation items are each branded with a music-note at the back. The shorts and trousers however feature this print in the lower front.

Beanies are the exception and solely feature the brand's tagline, "It's Who I Am".