New Generals

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About New Generals

Based in Denmark, New Generals describes its baby and kids’ clothing line as “ethicool” — a combination of cool and ethical. Majbrit and Joen Weidemann, the husband-and-wife who launched New Generals in 2011, are branding and advertising veterans as well as members of the Sort Group — a creative collective specializing in fashion, design and other creative pursuits. New Generals’ collection of original children’s basics includes adorable, neutral-hued bodysuits and onesies emblazoned with beetle graphics and butterflies, soft jersey hoodie capes and pleated dresses for girls, and moody, basic-black jeans and tees for boys. The Weidemanns use only sustainable, pure organic cotton to create their functional and intelligently designed children’s clothes, which have found a loyal following among Danish celebrities and eco-conscious parents worldwide.

Past Sales Featuring New Generals

Sale Ended March 28, 2013

Boys' Clearance

Whether your little gent's style is edgy, preppy, or somewhere in between, we’ve got some great duds in this sale. Stock his closet with clothes at the best prices of the season, including trendy blazers from La Miniatura, sneakers from Stride Rite, two-piece sets featuring Thomas & Friends, and much more.

Sale Ended February 13, 2013

Almost Gone: One-of-a-Kind Kids' Picks

Spot a piece with your little one's name on it? Snag it before it's too late — each item in this assortment is the only one of its kind left in stock. Find some of our favorite items for kids, including casual clothes, cozy coats, charming shoes, and more.

Sale Ended January 01, 2014

One of a Kind: Up to 80% Off

Spot a piece with your little one's name on it? Snag it before it's too late — each item in this huge assortment is the only one of its kind left in stock. Find some of our favorite items for kids, including casual and dress-up clothes, charming shoes, swimwear, and more.

Sale Ended December 06, 2013

Top Kids' Brands: Up to 80% Off

Our buyers see lots of different clothes from lots of different brands, but what we feature on our site is the best of the best. This stylish selection features the top clothes from Brooks Brothers, 7 For All Mankind, Bella Bliss, and more.