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!