New Generals, from Copenhagen relaunched!

The children’s fashion brand New Generals, which closed in 2014, has been relaunched and today opens a new online universe with clothing and accessories for kids aged 4-14 years.

New Generals was originally created in 2009 because the founders, the couple Joen and Majbrit Weidemann, had spotted a gap in the market for children’s fashion that was both cool and sustainable. New Generals was founded in 2010 by Joen and Majbrit Weidemann. The innovative brand was among others, sold in Harvey Nichols, Barneys, and on online platforms such as YOOX and MyTheresa.

New Generals belonged to a new generation of companies that already at that time, implemented sustainable production as a natural part of the entire company’s purpose, and with the design concept wanted to show that organic clothing did not have to look organic. 

“I am relaunching New Generals because it is close to my heart and because the time is right now. The market is finally getting ready for a real sustainable transformation and it is no longer just about attitude, but about action.

There are a lot of things from the original concept that can be transferred directly to the new one. The entire production value chain is the same and our uncompromising approach to transparency and quality is unchanged. We will even re-launch a lot of designs from the original collections”

Majbrit Weidemann, Founder and Creative Director New Generals

Certified production

New Generals only produces in certified materials and all suppliers must be certified to the highest possible standards.

The collections that are primarily cotton are either GOTS certified organic or recycled cotton certified by the Global Recycled Standard. In addition, all New General’s suppliers have a wide range of other certifications and measurable tools such as Organic Content Standard, Oeko-Tex, Better Cotton initiative, FSC and The Higg Index.

It is crucial for New Generals that the clothing can stand daily wear and tear as well as being passed down. This is why the styles are primarily made in organic cotton, one if the most durable textiles available.

All suppliers and their certifications are visible on New General’s digital platform, how and where the individual product is produced and certified.


The New Generals ethicool collection is entirely trans-seasonal and the styles are designed as a fusion between basics, sports and fashion.

The products are gender neutral. New Generals believes that should be the child’s own choice what colour clothes they want to wear, without a predetermined label on gender, style and expression.

“New Generals is cool and at the same time it is ethically produced. In 2009, we called it ´ethicool´. We still do!” 

Majbrit Weidemann, Founder and Creative Director New Generals

All images: Photo by Anders Hald.

I believe that the solution lies in a completely different place. That we need to change our entire consumption cycle. That’s why we do not sell to retailers.

The retail market is simply too far away from a sustainable transformation in their business models. The market may want to sell sustainable goods, but at the same time they sell on an unsustainable volume-based business model that devalues the products.

We have chosen not to be a part of it. Our focus is not on the top line, but on an finacially, socially and ethically sound bottom line”.

New Generals is committed to continuously work to find new ways to run the brand so it will be economically, socially and environmentally sound.

We first mentioned New Generals on the blog in 2012 and it was a delightful different brand, innovative, eco friendly and gender neutral clothing, mostly in black (which was unheard of at the time). The brand had a clear vision and strategy, way ahead of its time. It’s therefor with pleasure that we now can welcome this Copenhagen based childrenswear brand back to the market!

New Generals will be exclusively available directly to consumer:

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