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Fashion forward, edgy and original, New Generals are taking charge in the kids basics department by adding a contemporary edge to quality basics.
Lots of black, quirky detailing and crisp graphics remain at the core of the New Generals signature look as we interpret and condense fashion’s cutting edge into a child’s universe. Our design is built around five generals in patterns that reflect their own personality. There is the fine conservative butterfly who wants to look beautiful all the time, the chic fashion conscious Dragonfly who loves to be in the center, the sweet inquisitive Ladybird investigating everything with its feelers, crawling boyish Beetle is quick and strong and stubborn Bumble flying despite contradictory odds.
New Generals is all about being fashionable, being ethical and presenting the coolest fashion apparel for kids at the same time. New Generals call it being ethicool.
Organic cotton
The cotton used for New Generals fashion apparel is 100% organic and grown using methods and materials that have a low impact on the environment. We are committed to creating eco-fashion and by choosing organically grown cotton we get the most of cotton's natural beauty, comfort and strength while minimising harm to people and to the planet.
Whereas the cultivation of conventional cotton relies heavily upon the use of toxic fungicides, insecticides, herbicides (much of which runs off into watersheds and aquifers), organic cotton employs crop rotation, beneficial insects and other natural methods to ensure the health of soil and water sources.
Certifiably ethicool
New Generals are certified by The Global Organic Textile Standard (GOTS) to ensure the organic status of our products throughout the entire production chain, from harvesting of the raw materials, dyeing and printing, through environmentally and socially responsible manufacturing, packaging and labelling. Certification by GOTS, also includes criteria for ethical and social conduct.
Only textiles produced and certified according to the provisions of the standard can carry the GOTS label. New Generals and our entire supplychain are certified under the GOTS inspection and New Generals therefore carry our own license number to ensure the credibility of our products.
features
• made in Denmark
• 100% organic cotton
• certified by GOTS
NOW TAKING PRE-ORDERS...ETA IS LATE JANUARY 2012
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