being ethicool
all about our approach to sustainability
New Generals is all about being fashionable, being ethical and creating the coolest fashion apparel for kids at the same time. New Generals call it being ethicool.
Organic cotton
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.
Whereas the cultivation of conventional cotton relies heavily upon the use of toxic fungicides, insecticides, herbicides (much of which runs off into watersheds and aquifers), organic cotton employs crop rotation, beneficial insects and other natural methods to ensure the health of soil and water sources.
Certifiably ethicool
New Generals are certified by The Global Organic Textile Standard (GOTS) to ensure the sustainability 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.
Only textiles produced and certified according to the provisions of the standard can carry the GOTS label. New Generals and our entire supplychain are certified under the GOTS inspection and New Generals therefore carry our own license number to ensure the credibility of our products. New Generals carry the GOTS license number 110473.
Become ethicool
New Generals are actively working to reduce our environmental impact in production and transportation. But the largest share of energy consumption occurs when you wash the child's clothing. New Generals therefore recommend that you always follow the washing instructions in our products, for environmental reasons and for the sustainability of the clothes.
New Generals garments are labelled with a low recommended washing temperature to ensure the most eco-friendly washing. We recommend that you wash our products with similar colors using 30°C. Washing at 30°C uses around half as much energy as washing at 60°C. The recommendation is a guidance to the consumer on how to contribute to take care of our planet. By thinking about how you wash the child's clothes, you will help reduce the environmental impact and conserve natural resources - and the child's clothes will also last longer.
All New Generals products are free of harmful chemicals and can be used without pre-washing. We recommend that you never wash clothes that are not dirty. New Generals also recommend that you dry your clothes by air since tumble drying use a lot of energy and adds wear to the clothes.
Recycle
New Generals give away leftover stock to organizations or kids around the world who need them. We also recommend that you give away your child´s leftover clothes to an organization or to a child in need, to extend the life of the garment and to help people less fortunate.
