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.