is all about being innovative, being ethical and creating the coolest fashion apparel for kids at the same time. Founded in 2008 by the couple Joen and Majbrit Weidemann, both with a background in design, fashion, branding and advertising. After having children they realised there were some New Generals in town! And that these young bosses needed some very special clothes, soft organic being kind to nature and the skin and playful silhouettes to nurture and encourage their unique personalities.
Little Scandinavian had a front row seat at the New Generals catwalk show in February at CPH Kids, and we thought we should share the best photos of this fashion forward, edgy and original collection. A preview of New General AW12!
© New Generals AW12
New Generals was also a finalist in the 2012 Cribsie Awards in the “The Up-And-Coming brand to watch”.