GenRation (GR) is a heartfelt collaboration between ocean-enthusiasts, entrepreneurs and champions of past, present and future. We embody the waterman lifestyle inspired by self-betterment and next-level performance. This synonymous ambition has led us on a satisfying journey to create better sustainable and quality waterman products in conjunction with world-class surf, paddle and wellness Xperiences.
ON A MISSION
We breathe creativity without borders, identity without labels, and freedom without inequality. We invite you to join our mission to build an everlasting ocean-driven community that creates positive change with unparalleled results.