Danish kid`s underwear.

Fashion forward, edgy and original, NEW GENERALS is taking charge in the kids basics department by adding a contemporary edge to quality basics for kids aged 0-10 years.



NEW GENERALS  is all about inspiring children’s imagination, being ethical and creating the coolest fashion apparel for kids at the same time. We call it being ethicool.
The underwear  is fashion and sustainability combined in one made in 100% certified organic cotton, delicious soft against the skin and gentle to the environment. NEW GENERALS  cotton is certified by GOTS, Global Organic Textile Standard.

NEW GENERALS is actively moving forward to become even more sustainable, from production to delivery.



GINGA show-room[ represents NEW GENERALS brand in Russia.