ethicool kids and teen essentials at the intersection between sport and fashion on a mission to make a difference.

WHEN YOU BUY PRODUCTS FROM NEW GENERALS, YOU ACTIVELY CONTRIBUTE TO THE REFORESTATION OF TROPICAL FORESTS THAT ARE ESSENTIAL FOR THE FUTURE OF OUR CLIMATE.

New Generals is a purpose-driven company and WE RECOGNIZE THAT SELLING TEXTILES AUTOMATICALLY MAKES US A PART OF THE GLOBAL NEGATIVE IMPACT THE INDUSTRY HAS ON THE ENVIRONMENT. WE ARE THEREFORE WORKING HARD TO FIND SOLUTIONS THAT CAN BE USED IN OUR OWN ROLE IN THE SUSTAINABLE TRANSFORMATION NECESSARY FOR THE GLOBAL TEXTILE INDUSTRY.

great prices on low stock products. Shop your favourites before they are gone.