Blue Generation

It all started with a denim shirt...

At just 16, Milton Rubin arrived in America with nothing but determination and a dream. In 1944, he and his three sons—Don, Bob, and Phil—founded M. Rubin & Sons in New York City, specializing in uniforms and fashion apparel. Decades later, the third generation carried that vision forward. Phil’s son, Eric, introduced a single denim shirt to the promotional products market under the Blue Generation label. Combining their longstanding expertise in uniforms and fashion and bringing it to a new industry. Gaining a reputation for its innovation and enduring values, Blue Generation was honored as Family Business of the Year by ASI. Today, the company is a trusted Top 20 Supplier. In 2024, Eric’s son, Matt, joined the business as the fourth-generation Rubin. By 2025, ASI recognized him as a Rising Star for his forward-thinking approach and eye for an evolving market. For over 80 years, the Rubin family has proudly upheld a name built on integrity, quality, and trust. Our story is more than apparel—it’s a legacy of family and heritage. And it all started with one denim shirt.

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