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The newcomer leads the way

In just a one year New Generals has become known for doing things differently than the established kids wear industry. New Generals 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.

Being ethicool and making profit

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.

When the company's second collection, the spring/summer 2012 collection, hits the stores, it does so in 26 countries throughout Europe, Asia, Australia and the Americas. New Generals proves that it is possible, and profitable; to create a quality, ethical kids fashion line.

"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." says Managing Director Majbrit Weidemann.

Certifiably ethicool

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.

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.

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.

Read more about being ethicool here

Download GOTS certificate here

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