Outfit Generic is a boutique hospitality group based in San Francisco, CA. Our portfolio includes Craftsman and Wolves (three locations in SF), and Kettle Whistle.
est. 2012 | San Francisco, CA
est. 2012 | San Francisco, CA
LAWRENCE LAI serves as President of Outfit Generic and oversees the operation of the company. Born in Taiwan and with a B. S. in business economics from UCLA, he worked his way up from a knitting floor technician to executive VP at Lafa Knit Corp., an apparel manufacturing company with annual revenue of $10 million. With practical knowledge in quality assurance and procedure standardization, Lawrence brings more than fifteen years of experience in operation to the group.
ANN LEE is Outfit Generic’s Chief Financial Officer. Born in Taiwan, with a B.S. in mathematics from the University of California, Davis, and an MBA in finance from California State University, she has worked as a loan officer of General Bank, specializing in commercial loans, and as treasurer then CFO of Lafa Knit Corp. Ann brings more than fifteen years of experience in accounting, finance and human resources to the group.
In 2009, Lawrence and Ann launched Naivetea to bring high-quality Taiwanese tea and fine porcelain tea ware to the U.S.
JOSH CHEN is Outfit Generic’s Chief Design Officer and has led the branding, packaging and retail environment for Outfit Generic’s concepts. Chen is Founder & Creative Director of Chen Design Associates, a creative agency in Oakland, CA. Over the past 28 years, Josh’s work has been featured internationally and has received numerous industry awards, including recognition by the Type Directors Club, Communication Arts, and HOW International Design, amongst others. Named one of 50 “People to Watch” by Graphic Design USA, Josh has written and designed four award-winning books, most recently Archetypes in Branding.
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In 2011, Werner, Lai, and Lee conceptualized Kettle Whistle, a pop-up series of modern afternoon teas in San Francisco, which won a 2011 Wallpaper* Design Award for “Best High Tea, Confections.”
In 2012, Craftsman and Wolves San Francisco opened in the vibrant Mission district. A contemporary pâtisserie, with a farmers’ market stand at the venerable Ferry Plaza Farmers Market, Craftsman and Wolves offers seasonally changing pastries, cakes, confections, confitures, breads, desserts, as well as savory fare and signature drinks.
Called “the most brilliant pastry shop in years” by Dana Cowin, of Food & Wine, Craftsman and Wolves San Francisco has garnered praise both locally and nationally since opening, including coverage in Wall Street Journal, Real Simple, Esquire, and Bon Appétit. GQ Magazine also named the famous “Rebel Within” as #6 on “The 50 Best Things to Eat and Drink Right Now.”
Current collaborations for Craftsman and Wolves’ online retail shop include a custom designed denim apron with Self Edge co-owner Kiya Babzani and Darn-It! studio, and a hand-crafted Praline and Burnt Orange soap with Etta+Billie owner Alana Rivera.