Old Gen

Old Gen, also called OG, is a fashion brand associated with headwear. In Grand Theft Auto V and Grand Theft Auto Online, its label appears on purchasable caps, with merchandise sold through accessible clothing stores. The brand also makes T-shirts, sweatshirts and footwear. Franklin can wear Old Gen caps, while Stretch and other gang members are seen in its clothing.

Old Gen apparel appears beyond the clothing stores. Tracey De Santa keeps a pair of Old Gen shoes in her bedroom. The brand's emphasis on caps and its logo resemble New Era, the real-world headwear company. Its name also contrasts with New Era's name, presenting Old Gen as a fictional fashion label built around the same type of merchandise.

In the public material for Grand Theft Auto VI, Old Gen is visible on a cap worn by Dre'Quan Priest in the second trailer, at 1:59. The cap carries Vice City Narcos branding alongside the Old Gen logo. No other Old Gen products, stores or activities have been publicly shown for Vice City in the available material.