New Generals: Scandinavian Kids Undies

From butterflies to bees flying in grid formation, or monster beetles scurrying across cotton, the Generals of New Generals unfold across this wonderful children’s underwear range created in monochrome graphics on organic cotton. So if you have always despaired of children’s underwear, which offers little more than generic cartoon characters for boys or bows and flowers for girls, here is one for you.


From their first collection of vests, pants and t-shirts Danish designers New Generals, were quickly de riguer with the crisp graphic look in black and white, which both children and adults immediatley adored. The collection is expanding for Spring Summer 2011and the keywords are fantasy and prints with both bigger and bolder. Beside New Generals’ repeated patterns there are larger single animals, birds and butterflies as well as fantasy creatures to hide under your clothing as a secret friend, or show off on top with the long and short sleeved tshirt and vests. The staple black and white have been joined by the addition of (a few) colours in the collection – but the focus is still the monochrome which contrasts with the whimsical prints.

The clothes are created with a focus on fit and durability and all New Generals clothes are made of 100% Global Organic Textile Standard (GOTS) certified organic cotton that is deliciously soft against the skin and gentle on the environment. In case you are worried about your carbon footprint, New Generals recommends that clothes be washed at 30 degrees C to reduce the energy consumption and CO2 emission during wash, and New Generals are actively moving forward to become even more sustainable, from production to delivery.

Stimulating children’s imagination and opening a world creepy-crawly creativity undercover!

New Generals is available online and in selected stores in Scandinavia and Europe in sizes from 2 to 8. See for stockists or purchase online at