Brand name : New Generals – Company name : Sort Group

Website :

Date of creation : 2010

Country of origin : Denmark – Country of production : Turkey

Name of the founders : Majbrit Weidemann and Joen Weidemann

Number of employees : N/A

Number of sales points N/A

Where to find the brand online? :

Own e-store ?, launched April 2012

Company statement or tag line : Ethicool

What makes the brand stand out?  cool + ethical + organic = ethicool

A quote from a client or journalist?  “Offering the sort of ultra-cool pieces that have made Copenhagen the go-to place for seriously stylish design, New General’s approach to kidswear mixes comfort with style”. Lisa Stephens, The Ecologist

How many pieces per collection : N/A

Main materials used : Cotton

Your trade show planning for next season?  Next season: Pitti Bimbo, CPH Kids

Plans for the future?  NA

Name of the photographer for the photos attached:  Morten Laursen