About New Generals

New Generals is unisex children's clothing designed on the cutting edge of the fashion industry and translated into a child’s creative universe. With ethics at its core and no compromise on quality and design, they are creating for the children of tomorrow – the ‘new generals’ who will set a new agenda for a greener world.


The New Generals ‘ethicool’ collections are entirely trans-seasonal and the styles are designed as a fusion between fashionable basics and sportswear. They design without a predetermined label on gender, style and expression, believing that it should be the child's own choice what kind of clothes they want to wear.


New Generals constantly work to find solutions that can be used in their own role within sustainable transformation, and which can help pave the way for new business models that are economically, socially and environmentally sound.


Brand Ethos

New Generals recognize that being a player in the sale of textiles automatically makes them part of the global negative impact the industry has on the environment. Therefore, the brand actively works to improve their role in the global sustainable transformation. With an uncompromising approach to transparency and quality, New Generals make sure to implement their sustainable values from the cotton field, manufacturing, packaging, transportation, and product life, all the way into their daily and financial operations.

The comarché framework

Product lifecycle

Brand sustainability

Sustainability is one of the most important values for New Generals and they manifest it through conscious actions and commitments throughout their entire value chain. They want to inspire the consumer to buy better quality and thus reduce unnecessary over-consumption. For this reason, they focus on long-term sustainable solutions throughout their design and production chain.


GOTS Certified

In their collections, New Generals only work with GOTS certified organic cotton or recycled cotton certified by the Global Recycled Standard, and all their suppliers have a wide range of certifications and measurable tools, from Organic Content Standard, Oeko-Tex, Better Cotton Initiative, FSC and The Higg Index. This ensures that not only their products, but also the entire supply chain is supported by high social and production standards.


Long Product Lifecycle

New Generals want to create a new economy that is driven with a focus on selling less, but in the best possible quality. It is crucial for them that their clothing can stand daily wear and tear as well as being passed down. This is why their styles are primarily made in organic cotton, one of the most durable textiles available. What no longer suits their customers can be returned directly to the brand and they will make it ready for resale through their pre-loved section, or pass it on to textile recycling.


Social Sustainability

Their use of GOTS certified cotton also sets requirements for proper social and practical working conditions that prohibit all forms of child labor. In addition, they focus on labeling, trade and shipment of the goods.


Environmental Sustainability

As New Generals use GOTS Certified Organic Cotton, all cotton used uses 88% less water and 62% less energy than conventional cotton.


Giving Back

New Generals always work to ensure that their actions are carried out with as little environmental impact as possible, which is why they calculate their CO2 impact for each of their products, and offset the corresponding amount by planting a tree with TreeSisters – a social change and reforestation charity that places tropical forest restoration into everyone's hands!

The Comarché Notes

Filling a gap in the market for children's fashion that is both cool and sustainable, New Generals offers perfect pieces for children to run around and play in. The brand is a prime example of how you can achieve substantial change when you let your human values transpire through everything you do!

Sustainable highlights on brand level

  • This indicates that the brand has taken an active stand in relation to labour relations between workers and employers.

  • This indicates that the brand has actively sought out Fair Working Conditions for the producers of its product(s).

  • This indicates that the brand gives back to society in some shape or form. The particular initiative will be listed when describing the brand in the brand section.

Product Lifecycle


The Design Phase is a crucial part of determining a product’s sustainable capabilities. We’ve chosen to highlight a few genius steps that enable a sustainable product right from the beginning.

    Material & Material Extraction

    The materials used for a certain product and how these materials come to life are of crucial importance to the sustainable capabilities we seek in products.

      Transportation of Materials

      This step relates to the transportation of the raw materials from when they are first obtained (harvested etc.) to the production site. Obviously, the closer to the production site, the better.


        Obviously, the production of a certain product has an impact on the overall level of sustainability. Luckily, many manufacturers have now taken steps towards more sustainable production methods.


          How a brand chooses to package its products will have a significant influence of the carbon impact from packaging and transportation.


            This step relates to the distribution of products when they have been produced. Obviously, the closer to the brand’s warehouse, the better.


              How you choose to use and take care of a product has a bigger impact than you think. Just think about how much longer a shirt lasts if it has been washed in the right way.

                End of life

                At this step, there is no way out and we have to find some way of discarding our product. How we discard a product will significantly influence the opportunity of reusing materials used.

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