Accountability is one of the most important elements of the New General's values, and must be manifested through conscious actions and commitments both socially, environmentally and financially.

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.

PURPOSE MANIFEST

WE WORK EVERY DAY TO IMPROVE US AND TAKE RESPONSIBILITY FOR OUR OWN ACTIONS, SO WE BECOME BETTER TO HELP OTHERS.

WE MAKE PRODUCTS IN THE HIGHEST POSSIBLE QUALITY SO WE CAN ENSURE THAT THE LIFE OF THE PRODUCT IS LONG AND CAN BE USED BY SEVERAL GENERATIONS.

WE ARE FOCUSED ON CREATING AN ECONOMY THAT WITH THE LITTLE POSSIBLE IMPRESSION MAKES THE MOST POSSIBLE RETURN AND HAS A PROFIT TO INVEST IN AND SUPPORT SOCIAL AND SUSTAINABLE PROJECTS.

WE NEVER MAKE PRODUCTS LIMITED TO SPECIFIC SEASONS. WE BELIEVE THAT GOOD DESIGN IN GOOD QUALITY CAN BE USED ACROSS SEASONS, AND THEREFORE WE NEVER DECREASE THE LIFE OF THE PRODUCT THROUGH TIME-LIMITED SEASONALS.

WE MEASURE OUR OWN IMPACT ON THE ENVIRONMENT, SO WE CAN CONSTANTLY WORK TO REDUCE OUR NEGATIVE IMPACT ON THE PLANET AND THE PEOPLE AND ANIMALS LIVING HERE NOW, AND IN THE FUTURE.

WE WORK ALL THE TIME TO NEUTRALIZE OUR CO2 IMPRESSION BY COMPENSATING OUR CONSUMPTION ALL THE WAY FROM THE MARKET TO THE CONSUMER.

WE ONLY WORK WITH SUPPLIERS AND PARTNERS WHO HAVE THE SAME HUMAN VALUES LIKE US, SO WE CAN WORK TOGETHER TO INSPIRE OTHERS TO MAKE A DIFFERENCE.

WE NEVER PRODUCE PRODUCTS WHICH CONTAIN ANY KIND OF HARMFUL CHEMICALS OR GENETICALLY MODIFIED ORGANISMS (GMOs). 

WE RECOGNIZE THAT WE ARE NOT EXPERIENCE IN SUSTAINABILITY AND THEREFORE WE COMMIT ALL THE TIME TO EDUCATE US, LISTEN TO THE RESEARCH AND FOLLOW THE INSTRUCTIONS FROM THOSE WHO KNOW MORE THAN US