New Generals Kids Clothes has become known for doing things differently than the established kids wear industry. New Generals Kids is cool – unashamedly fashion cool. Yet at the center of the cool, black exterior beats a green heart. New Generals is certified organic from the cotton fields to the shop floor with ethical production throughout.
To New Generals this is not a contradiction – they call it being ethicool. And it works. New Generals has experienced explosive growth since they started their wholesale operations just one year ago. New Generals are among the frontrunners in a new generation of companies in the fashion industry who regard sustainable production as a necessity to propel a business into growth and profit.
Get a Feel for The New Generals’s Kids Collection
“Our primary focus is on creating cool designs for kids but we couple this with a certified organic and ethically responsible production. We call it being ethicool. It is not mere brand positioning. It is about taking responsibility and putting it into action.” – Managing Director, Majbrit Weidemann.
Each season New Generals launches their collection with an impressive runway show, complete with a cool DJ, at the CIFF Kids trade show in Copenhagen.
Personally, New Generals is one of my favorite brand in the kids’ fashion industry. Their collections are always a breath of fresh air, bringing a modern take on kids fashion that is comfortable yet very fashion-forward.
I’ve got an update, unfortunately, New Generals has stopped designing a new collection. I wish Majbrit and Joel Weidemann and the entire New Generals team the best on their new adventure.
Discover more of my favorite Scandinavian kids fashion on Dashin Fashion.