Scandi kids fashion brand New Generals returns for winter 2020.

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 Joen and Majbrit Weidemann had spotted a gap in the market for children’s fashion that was both cool and sustainable.

The innovative brand was among others, sold in Harvey Nichols, Barneys, and on online platforms such as YOOX and MyTheresa and often featured here on Smudgetikka as well as many other blogs and editorials.

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 but did not look boring as much organic clothing did in the beginning.

“I am…

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