one year ago CAW was nothing more than a notion, fueled by determination and a dream. now that notion is a reality and that reality is located at 746 valencia st. in san francisco, california. for more- craftsman-wolves.com / all photographs by aubrie pick
as with any new relationship the best part is the story: discovering the past trials and tribulations, small victories and the great leaps and bounds in life that make us who we are.
this spring we will begin a new chapter and we are inviting all friends, both old and new, to join us in our celebration.
this is our tale of a craftsman and wolves. we look forward to learning yours.
follow our journey on facebook
on march fifth 2012 outfit generic anonymously delivered a personalized flash drive containing a look book for our upcoming pâtisserie.
we liked the idea of reaching out to friends we hold dear, colleagues, fellow chefs we respect and media that have always been supportive. we thought it an interesting way to preface our first project and hopefully a break from the norm for those who received it.
here are the contents in their entirety:
^ many thanks to richie nakano for the ‘opening’ shot
last week we announced the first notion of Outfit Generic; a patisserie opening this spring (name yet to be released) located at 746 Valencia St. San Francisco, CA 94110. follow the links below for a few sneak peaks.
recently ::
recipe research + development, the creative benefits of drinking pastis, late night schematic drawing, a little cake making and some pretty picture taking.
Now we don’t ask for medals, we don’t ask for praise. We work hard instead, and then we walk away -TL/Rx
6′ x 30″ butcher block found left for dead – in the act of being cleaned up and cut into smaller boards for the kitchen.
The main ingredient of stardom is the rest of the team. - John Wooden
We are looking for a few good men and women to become part of the Outfit Generic kitchen team. Pastry prowess is a must, as well as good manners, discipline, an outgoing personality and a unrelenting drive to better oneself. Please send resumes to connect@outfitgeneric.com. We look forward to working with you.
You need chaos in your soul to give birth to a dancing star - Nietzsche
New custom frames have arrived, inspiration and determination showed up as well. Here is a sneak peek at one of the products we are most excited about.
We hope you will be too.
pictured above : raw almond, roasted white chocolate, coconut and apple / in progress / custom frames
entremet photo: Liza Gershman
