New Generals' Children's Fashion is 'Ethicool'

 - Jul 15, 2011
References: newgenerals & psfk
Slowly but surely, ethical and eco-friendly clothing is becoming cooler and more hip, so much so in fact that New Generals, the Danish fashion label for children, has come up with a new word to describe their clothes more succinctly and accurately: ethicool. Offering a ton of basic clothing like that typically found in American Apparel or even H&M at times, New Generals will surely become the number one choice for kids clothing.

Made from 100% organic cotton, which is grown using methods that have a low impact on the environment and certified by the Global Organic Textile Standard (GOTS), New Generals offers perfect pieces for children to run around and play in. New Generals also offers washing instructions that are eco-friendly and promote sustainability for the clothes.