New Generals, now available in Australia

 Eco, Style  Comments Off on New Generals, now available in Australia
Mar 012012

You may remember that I wrote about Danish brand New Generals before. This exciting European label uses 100% certified organic cotton to create sustainable, ethical and cool clothes for kids aged 0-10 years old. They call it ethicool and mums and kids from all over the world have already fallen in love with the stylish New Generals designs. It took a little while but New Generals has finally arrived on Australian shores too and you can find it in store at Whimsy Child.

New Generals caters for both boys and girls in classic colours that will not go out of fashion and are easy to combine with other pieces. The current range features white, black, grey and a splash of pink for the girls, perfect colours for any season. All New Generals styles are ideal for layering you can wear them all year around, just add leggings, a cardigan or a long sleeve t-shirt underneath and you can look ethicool all the time.

The stand-out design of this season would have to be this funky girls dress ($52, size 2-8), sporting an artistic heart print made out of lots of tiny little images. At the back you’ll straight away notice the special pocket detail and the extra length (we own several New Generals pieces and we LOVE the extra length). Just like the rest of the New Generals collection this dress is made with soft 95% organic cotton with 5% lycra for durability and comfort.

For the boys range New Generals has chosen for a beetle and bug print, because what little boy does not like creepy crawlers? The black Beetle Skitter Tank Top ($25, size 2-8) may be covered in crawling insects but it definitely won’t make your little man itch, the soft organic cotton is really gentle on the skin and of course gentle on the environment too. The dark colour won’t show dirty marks so it is a good choice for boys who are having trouble getting through the day without attracting stains.

To find out more about Whimsy Child, to browse the New Generals range and to order online visit