New Generals, the Danish fashion label for children, has come up with a new word for their clothes: ethicool. They want to project an image of cool and ethical at the same time. Their fashionable apparel is made from 100% organic cotton, grown using methods that have a low impact on the environment and certified by the Global Organic Textile Standard (GOTS). The washing instructions on their products are eco-friendly and promote sustainability for the clothes, thus reducing the environmental impact and conserving natural resources.

New Generals