New Generals is a member of the UN's Climate Neutral Now Pledge, and in doing so commits us to becoming climate neutral and implementing the 17 world goals throughout our value chain.

OUR PURPOSE

By the word accountability we mean the implementation of our values throughout our value chain from the cotton fields, manufacturing, packaging, transportation, product life and in our daily and financial operations.

We recognize that being a player in textile sales automatically makes us part of the global negative impact the industry has on the environment. We are therefore constantly working to find solutions that can be used in our own role in the sustainable transformation, which is necessary for the global textile industry, and which can help pave the way for new business models that are both economically, socially and environmentally sound.

We want to create a new economy that is driven with a focus on selling less, with greater profit and thus ensure that we only send the products on the market that are needed and at the same time can drive a sensible growth with profits to launch and support social and innovative environment-focused projects.

We believe that clothes that are produced to last a long time and can be used for several generations can inspire the consumer to buy better quality and thus reduce unnecessary over-consumption. That is why we focus on long-term sustainable solutions throughout the design and production chain.

Our designs are a mixture of sports, comfort that can be used and reused in everyday life. We do not design specifically for gender and all our designs can be used by both girls and boys. We believe that it should be the child's own choice what color clothes they want to wear, without a predetermined label on gender, style and expression.

New Generals is ethical + cool. We call it ethicool.

OUR WORK ON WORLD GOALS

1 / ABOLISH POVERTY
We only work with suppliers who undertake to remunerate all their employees with a reasonable remuneration. Wages must meet basic needs and there must be no deduction in wages used as a disciplinary measure.

2 / STOP HUNGER
Crop rotation is mandatory in organic farming. New Generals uses only organic cotton, thus ensuring that the farms from which we buy our cotton also grow organic food as part of the rotation, which contributes to food safety and reduction of hunger.

3 / HEALTH AND WELL-BEING
Our use of organic cotton certified by GOTS ensures that no dangerous pesticides or fertilizers are used, which reduces the exposure to harmful chemicals and pollution of air and water and ensures that working conditions must be safe and hygienic.

4 / QUALITY EDUCATION
When textile workers get a decent income, they can send their children to school. The ban on child labor in GOTS leads to more opportunities for children to get an education.

5 / GENDER EQUALITY
In all treatment stages of our textiles, we ensure through GOTS that no discrimination is exercised, whether it is based on gender, marital status, sexual orientation, etc.

6 / CLEAN WATER AND SANITATION
All our suppliers must ensure clean drinking water and that there is access to clean toilets in the workplace and in staff housing, regardless of where this is provided by the employer.

7 / SUSTAINABLE ENERGY
All our suppliers must ensure that data on energy sources and consumption per. kilos of textile production must be preserved. The supplier is also expected to teach staff about energy savings.

8 / DECENT JOBS AND ECONOMIC GROWTH
With increasing demand for sustainable clothing, companies engaged in environmentally friendly processing are gaining more growth. 

9 / INDUSTRY, INNOVATION AND INFRASTRUCTURE
GOTS prohibits harmful and dangerous treatment methods, which drives the industry to innovate alternative non-dangerous and sustainable techniques. It also improves the prospects for companies in less developed countries, leading to improved industrial performance.

10 / MINOR INequality
All our suppliers undertake not to discriminate in employment, compensation, etc., based on race, religion, gender, marital status or for any other reason.

11 / SUSTAINABLE CITIES AND LOCAL COMMUNITIES
Decent earnings and the absence of hazardous chemicals lead to better health and increase harmony with nature. Limited overtime in the workplace provides more time with families and therefore builds stronger communities.

12 / RESPONSIBLE CONSUMPTION AND PRODUCTION
GOTS-certified textiles consist of at least 95% certified organic fibers / raw materials. Strict environmental and social criteria in the treatment lead to responsible production. At the same time, GOTS helps sustainable public procurement and promotes consumer awareness of sustainability.

13 / CLIMATE EFFORTS
By using exclusively organic farming, the soil acts as a sink for atmospheric CO2. Thus, through our production, New Generals contributes significantly to the reduction of total global emissions through carbon sequestration.

14 / LIFE IN THE SEA
GOTS prohibits the use of harmful chemicals. In addition, GOTS gives a mandate that wastewater must be treated before discharge. There are strict norms for pH, temperature, organic content and oxygen demand in the wastewater that are emptied by certified plants. With the strongest restriction of AOX, GOTS prevents toxic effects and thus ensures aquatic organisms.

15 / LIFE ON COUNTRY
GOTS requires our suppliers to use certified organic fibers. Studies conducted by the Textile Exchange show that growing organic cotton leads to reduced soil degradation. GOTS requires the use of sustainable certified or recycled paper for packaging GOTS goods. Organic farming helps to preserve biodiversity.

16 / PEACE, JUSTICE AND STRONG INSTITUTIONS
Violence and corporal punishment are prohibited in GOTS-certified facilities. Corruption, extortion and bribery are also prohibited as part of GOTS 'ethical business conduct'. Participatory decision-making is encouraged and the right to collective bargaining is respected. GOTS certified facilities have non-discriminatory rules and policies.

17 / ACTION PARTNERSHIPS
GOTS itself is a result of harmonization and continues to evolve through its partnerships. We work with stakeholder organizations representing organic farming, the textile and chemical industry, as well as, retailers and consumers, and with other standard organizations, NGOs and governments.