Monday, June 25, 2012

New General SS13 Collection

I recently had the opportunity to view the brand new SS13 collection from Danish minimalistic label New Generals. The ultra new Spring Summer 13 collection is full of graphic eye candy and amazing sketched prints. The known black, white and grey is still dominant but a new dusty blue has also been introduced together with some exciting new cuts and designs. Think oversize, pointy pockets and quirky detailing as well as high-cuffed leggings. I love this new collection and I love that New General has manged to forge themselves a new niche in the kids fashion market. Edgy cool mixed with a basic twist that has a great possibility to become timeless pieces for both boys, girls and baby.

New General's SS13 statement:
"In the spring/summer 2013 collection New Generals interpret and condense the cutting edge of the adult fashion industry into a child´s universe, creating unique design that move and inspire. In the new collection New Generals introduces a wide range of new designs.

Jeans, windbreakers and woven styles perfectly matches the signature soft jersey and isoli knit The collection is beautiful and diverse, yet coherent and strong. Colours are dusty blue, black, grey and white with splashes of pink. Quirky detailing and crisp graphics remain at the core of the New Generals signature look. Keywords are oversized pockets, extended backs, pointy pockets, pleat shoulders, high-cuffed leggings and narrow cuts.

Restrained cool yet playful and quirky, the collection spans 0-10 years and is directed at parents who appreciate great design and who value the effort to take care of our planet.

The cotton used for New Generals fashion apparel is 100% organic and grown using methods and materials that have a low impact on the environment. We are committed to creating eco-fashion and by choosing organically grown cotton we get the most of cotton's natural beauty, comfort and strength while minimizing harm to people and to the planet.

The spring/summer 2013 collection is made in soft jersey, brushed isoli knit, recycled cotton, denim, woven cotton and coated cotton."

New General will showcase their SS13 collection on following tradeshows: Pitti Imagine Bimbo 28-30 June 2012 Superstreet, Armeria, stand 2   Cph Kids 9-11 August Stand 014A.


  1. Collection looks really nice! I like all those with butterflies but for some reason those with bugs never really hit me. Probably I'm just scared of all the bugs ;) Anyway, this brand is on my "should I stock this" list :)


    1. Hi Jenni,
      I like this collection a lot. There are some amazing sketch prints, and I like the clean lines they have throughout the line. I think the bug is very popular with the boys though :) I am fine as long it is now massive spider prints..haha.


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