Mood of the day

Ethicool Kids Fashion

February 4, 2013

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, where the new collection just arrived a few days ago…check out the gorgeous butterfly and beetle prints!

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  • ashlyn gibson February 4, 2013 at 12:34 pm

    i have to agree…i’m not a big fan of children’s catwalk shows either but this sounds like the way to go.

  • Bianca / Little Scandinavian February 4, 2013 at 5:50 pm

    Great review of the show. I really enjoyed it too. And sustainable is the way forward!

    • Florence February 4, 2013 at 8:35 pm

      Thanks for the comment and yes, sustainable is a good direction!

  • Tabara February 5, 2013 at 9:42 am

    Gutted I missed it – was stuck at the airport. From what I’ve seen it looked great.

    • Florence February 5, 2013 at 9:52 am

      Yeek…hope you make it next time!