Ethicool Kids Fashion

New Generals was one of the highlights at CIFF Kids Copenhagen. I have to confess that I am not a big fan of children’s catwalk shows but I enjoyed this one, for its clean lines and cutting edge accessories, and for the kids who were relaxed, looking like having lots of fun doing their performance. New Generals make a point of being socially, environmentally and economically sustainable while making beautiful clothes for fashion and earth-conscious people. They have their own expression to describe this mind-state : they call it “ethicool”. All done with love and integrity.

Why the name New Generals? “Our brand is made with confidence and we believe that kidswear should be raised to a truly higher level in design. We are something new and the kids are in charge = New Generals!” says Majbrit Weidemannur, co-founder of the brand.

New General’s strongest markets are Scandinavia, US and Japan and their sales points include Barneys New York, Luisaviaroma.com, smartkids.dk, Noeuf.fr where the new collection just arrived a few days ago…check out the gorgeous butterfly and beetle prints!

Florence Rolando

Florence Rolando (journalist, co-founder of Bubble Trade Shows) was the original Founder of Pirouette in early 2009. Pirouette blog* has been a reference in the industry since it started with its combined business and consumer view of the children’s market. A fantastic resource for children’s fashion, design, trends and culture, it aims to support creativity and talent but it also does this by talking about life, family, culture and health.

Florence is an international leader in the industry (8 years as a Milk Collaborator, contributor to Naif Magazine in Spain, co-founder of Bubble Trade Shows in New York and London).

Now Florence runs Energy Therapy Porto @enrgy_therapy_porto

All author posts