Outfit Generic is a boutique hospitality group based in San Francisco, California.


William Werner serves as Outfit Generic’s Chief Creative Officer and is responsible for the creation of the group’s strategic vision and concepts, including menu development and overall look and feel. During his year as executive pastry chef/founder of Tell Tale Preserve Company, he garnered praise both locally and nationally for his pastries and preserves in publications including Food & Wine, New York Times and Wallpaper, which awarded him “Best High Tea, Confections.” Prior to Tell Tale, William was executive pastry chef for the renowned Quince restaurant in San Francisco. He brings more than a decade of culinary experience to the group.


Josh Chen is Outfit Generic’s Chief Design Officer and collaborates with William Werner on the inspiration, branding, packaging and retail environment for Outfit Generic’s concepts. In 2010, the two worked together on the brand look and feel for Tell Tale Preserve Company, through Chen Design Associates, a creative communications agency in San Francisco. Over the past 20 years, Josh’s work has been featured internationally and he and his team have received numerous industry awards, including recognition for their work for Tell Tale 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 three award-winning books, most recently Fingerprint No. 2: The Evolution of Handmade Elements in Graphic Design.


Lawrence Lai, Chief Executive Officer for Outfit Generic, moved to San Francisco in his youth from Taipei, Taiwan. After college, he took over his father’s knitting factory, Lafa Knit Corp., setting standard operating procedures and streamlining production and sales, before he launched his own high-end men’s fashion line, Selfmade, that generated interest from such stores as Fred Segal and Barney’s.

Ann Lee, is Outfit Generic’s Chief Financial Officer. Born in Taipei, Ann comes from a heritage of Taiwanese tea farming. With a B.S. in mathematics from the University of California, Davis, and an MBA in finance from California State University, she 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. In 2011, the two partnered with William Werner to kick off Kettle Whistle, a pop-up series of modern afternoon teas in San Francisco.

For more information, inquiries or just to say hello > connect@outfitgeneric.com

13 responses

  1. I have the worse timing!! Saw your piece on one of the Food Networks yesterday and was trying to order some caramels for my wife. If you get to the point where you might make and ship goods, please let me know.

    Hang in there. I have started several businesses, and am starting one now. Your business partner can make or break an idea/company. Don’t give up!!

  2. I second Roger’s remarks. Your work has a unique viewpoint, and will be welcomed again. I, for one, am inspired. Best of luck with the new venture – am looking forward to ordering online, if I can’t get there first!

  3. So excited you are back! I did the pastry class w/ you in Pt. Reyes, was magical. Such a huge fan of your treats, can’t wait until I can have them again. Bring back the granola!

  4. Yikes! What’s going on? Saw your Tell Tale segment on the Cooking Channel and was hoping to get in the loop to try some of your offerings. I’m not sure what’s happening but looking forward to what’s next. All the best in the new year!

  5. Pingback: San Francisco: What We Ate - Midwest Roots

  6. Hello William, My name is Janet and I saw the show on the Food Network- I will be visiting the end of February 2012 and was really hoping that you would be up and running! If so can you let me know. I am flying out for a class from the East Coast! Continued Success!

  7. Hello to all of the Outfitgeneric Family!

    I saw the segment on Cooking Channel today and of course was WOWed! My catering background began at J. Bildner’s and Sons from Boston so I have a infinite love and passion for any bakeries that are creative and delicious in their craft. I am also a avid Yelp Elite so I ran over to Yelp to ‘bookmark’ you for my next trip to San Fran and lo and behold… your closed =/

    I wish you all well in your future endeavors and YES (that is a resounding Yes, BTW) I will be watching your FB page as well as this site to hear of any new developments from this courageous and exciting team.

    Pamela Sturrock
    Director of Catering and Sales

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