New Generals is all about being innovative, being ethical and creating the coolest fashion apparel for kids at the same time. We call it being ethicool. New Generals is fashion forward, edgy and original.

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.