Scandi kids fashion brand New Generals returns

Scandi kids fashion brand New Generals returns for winter 2020.

The children’s fashion brand New Generals, which closed in 2014, has been relaunched and today opens a new online universe with clothing and accessories for kids aged 4-14 years.

New Generals was originally created in 2009 because the founders Joen and Majbrit Weidemann had spotted a gap in the market for children’s fashion that was both cool and sustainable.

The innovative brand was among others, sold in Harvey Nichols, Barneys, and on online platforms such as YOOX and MyTheresa and often featured here on Smudgetikka as well as many other blogs and editorials.

New Generals belonged to a new generation of companies that already at that time, implemented sustainable production as a natural part of the entire company’s purpose but did not look boring as much organic clothing did in the beginning.

“I am relaunching New Generals because it is close to my heart and because the time is right now. The market is finally getting ready for a real sustainable transformation and it is no longer just about attitude, but about action. There are a lot of things from the original concept that can be transferred directly to the new one. The entire production value chain is the same and our uncompromising approach to transparency and quality is unchanged. We will even re-launch a lot of designs from the original collections” says Majbrit Weidemann.

New Generals only produces in certified materials and all suppliers must be certified to the highest possible standards. The collections that are primarily cotton are either GOTS certified organic or recycled cotton certified by the Global Recycled Standard. In addition, all New General’s suppliers have a wide range of other certifications and measurable tools such as Organic Content Standard, Oeko-Tex, Better Cotton initiative, FSC and The Higg Index.

New Generals will only be sold directly to the consumer and will not be designed or sold for specific seasons. The products are designed at the intersection between basics, sports and fashion. The products are not designed specifically for gender and all products can be used by both girls and boys. New Generals believes that it should be the child’s own choice what colour clothes they want to wear, without a predetermined label on gender, style and expression.

“It is crucial for us that our products can be used often and passed on to the next generation. That is why we primarily produce in organic cotton, as it is one of the most durable textiles available. Recycled materials lose a lot of quality in the process and therefore do not last very long. I believe that the solution lies in a completely different place.

That we need to change our entire consumption cycle. That’s why we do not sell to retailers. The retail market is simply too far away from a sustainable transformation in their business models. The market may want to sell sustainable goods, but at the same time they sell on an unsustainable volume-based business model that devalues the products. We have chosen not to be a part of it.

“New Generals is cool and at the same time it is ethically produced. In 2009, we called it ´ethicool´ we still do”