New Generals is a Danish fashion label that considers themselves “ethicool”. Why? Because they create pieces that are not only fashionable, modern and cool but also organic and sustainable. How awesome is that! Known for their creative and bold designs, New Generals creates 100% certified organic cotton (also GOTS certified) clothing for boys and girls aged 0-14 years. This collection is very street fashion inspired and is filled with lots of black and crisp details – their core signature look.