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Fashion and sustainability combined in one, we are both ethical and stylish at the same time” say Majbrit and Joen Weidemann, founders and designers of Danish brand New Generals. The company was created in 2009 and now counts 40 points of sale around the world. The”supercool fashion for kids” 100% organic cotton pieces are available on as well as on the brand’s own e-store, celebrating 1 year this month