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New Generals is all about being innovative, being ethical and creating the coolest fashion apparel for kids at the same time. We call it being ethicool.

Lots of black, quirky detailing and crisp graphics remain at the core of the New Generals signature look. Keywords are oversized pockets, extended backs, high cuffed leggings, narrow cuts, edgy prints and lots of black and grey with a single splash of pink. Restrained cool yet playful and quirky.

The cotton used for New Generals fashion apparel is 100% organic and grown using methods and materials that have a low impact on the environment. We are committed to creating eco-fashion and by choosing organically grown cotton we get the most of cotton's natural beauty, comfort and strength while minimising harm to people and to the planet.
The entire collection is made in soft 95% organic cotton with 5% lycra for durability and comfort.

New Generals are certified by The Global Organic Textile Standard (GOTS) to ensure the sustainable status of our products throughout the entire production chain, from harvesting of the raw materials, dyeing and printing, through environmentally and socially responsible manufacturing, packaging and labelling. Certification by GOTS, also includes criteria for ethical and social conduct. New Generals carry the GOTS license number 110473.

New Generals is a part of Sort Group, a unique creative co-operative, operating in fashion, design, communication and art. Sort Group is comprised of the kids fashion label New Generals, the design agency and fashion label SORT and the online magazine solongasitisblack.com.

Gammel Kongevej 167c
1850 Frederiksberg
+45 33 33 08 33
hello@newgenerals.com

www.newgenerals.com