# Basic Hipster Kidswear New Generals' Children's Fashion is 'Ethicool' By Meghan Young | Published 2011-07-15 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/new-generals References: [psfk](http://www.psfk.com/2011/07/new-generals-kids-fashion-is-ethicool.html) & [newgenerals](http://newgenerals.com/) 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](https://www.trendhunter.com/trends/hm-2) 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](https://www.trendhunter.com/trends/hand-knit-dolls) ([GOTS](https://www.trendhunter.com/trends/organic-cotton)), 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. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 50% | Activity: 59% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Alpha - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Ethical Fashion:** The rise of ethical and eco-friendly clothing for children presents disruptive innovation opportunities for brands to create fashionable and sustainable kidswear. - **Organic Cotton:** The growing demand for clothing made from 100% organic cotton opens opportunities for businesses to develop eco-friendly and comfortable children's clothing. - **Sustainable Washing Methods:** The emphasis on eco-friendly washing instructions in children's clothing allows for disruptive innovation in creating sustainable and easy-to-care-for garments for kids. ### Who This Affects Most - **Children's Fashion:** The rise of ethicool clothing in children's fashion industry presents a disruptive innovation opportunity for brands to cater to conscious parents seeking eco-friendly options. - **Retail:** The increasing popularity of ethical and sustainable kidswear creates a disruptive innovation opportunity for retail businesses to curate and offer eco-friendly clothing options for children. - **Textile Manufacturing:** The demand for organic cotton in the children's fashion market creates a disruptive innovation opportunity for textile manufacturers to develop and produce sustainable fabrics and materials. ## Related on Trend Hunter - [Hypoallergenic Children's Apparel](https://www.trendhunter.com/trends/crann-organic.md) - [Festive Eco-Friendly Apparel](https://www.trendhunter.com/trends/earthytweens.md) - [Whimsical Ethically Made Apparel](https://www.trendhunter.com/trends/iclothing.md) - [Sustainable Clothing Collections](https://www.trendhunter.com/trends/regeneration-nation.md) - [Sustainable Back-to-School Capsules](https://www.trendhunter.com/trends/sweet-threads.md) - [Culturally Influenced Baby Apparel](https://www.trendhunter.com/trends/isla-and-mimi.md) - [Sustainable Indian Streetwear Lines](https://www.trendhunter.com/trends/cloveify.md) - [Sustainable Play Clothes](https://www.trendhunter.com/trends/sustainable-play-clothes.md) - [Influencer-Led Kids Clothing Collections](https://www.trendhunter.com/trends/gen-kids-clothing-brand.md)