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Ground Floor
New Generals is ethicool essentials for kids and teens aged 6-16 years. New Generals is design with a purpose at the intersection between sport and fashion and shouts out to everyone who loves the cool and the comfy and our planet. Our products consist exclusively of designs that can be used every day, in a timeless style, and in such a high organic quality that it can be reused by several generations. With our gender-neutral unisex concept consisting of hoodies, sweatshirts, sweatpants and other basics, New Generals can be worn across seasons and body types, and therefore goes against the requirement of constant replacement and stigmatised stereotypes. The tide of the public opinion has turned, and sustainability has become an asset, not an expense. We believe that clothes that are made to last a long time and can be used for several generations can inspire the consumer to buy better quality and thus reduce unnecessary over-consumption. New Generals is certified sustainable through our own GOTS certificate of compliance to ensure available transactional documentation on all our products and full transparency throughout the entire value chain including social sustainability and CO2 neutralisation. This enables our resellers to document and be held accountable for selling our products as sustainable.