William Werner Announces the Launch of Outfit Generic

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The Outfit Generic group. Photo by Aubrie Pick.

The talented William Werner (former executive pastry chef/founder of Tell Tale Preserve Company) has some good news. He is the Chief Creative Officer of ~OUTFIT GENERIC~, a boutique hospitality group that includes managing partners Josh Chen (founder, principal, and creative director of Chen Design Associates), Kate Killoran (general manager of Tell Tale Preserve Company), and Lawrence Lai and Ann Lee (founders of Naivetea). The group has secured a 1,500-square-foot production kitchen, currently under construction in Bayview, and will be launching a contemporary patisserie in San Francisco in spring 2012. Further details, including the name, logo, location, menu, and design, will be revealed early in the New Year.

As for how Outfit Generic is structured, the press release breaks it down thusly: Werner is responsible for the creation of the group’s strategic vision and concepts, including menu development and overall look and feel. Josh Chen will be collaborating with Werner on the inspiration, branding, packaging and retail environment for Outfit Generic’s concepts. Chief Operating Officer Kate Killoran previously partnered with Werner to manage Tell Tale’s operations. Lawrence Lai (Chief Executive Officer) and his wife, Ann Lee (Chief Financial Officer), partnered earlier this year with Werner to launch the pop-up afternoon tea Kettle Whistle. Looking forward to seeing what this creative team has in store for us.