All hail New Generals – conquering kids fashion from the inside out

Can Danish design get any cooler? Of course, with New Generals in charge.

New Generals is the latest children’s label out of Denmark. The first collection consists entirely of underwear and I must say, if the designers are starting from ‘bottom up’ or ‘under to outer’, future collections will be exciting.

Strong graphics and a pure black and white palette give the collection an edgy but also timeless appeal. The emphasis is on beetles, bugs and butterflies but there are some fanciful mythical-inspired designs included. This gear might be strictly classed as ‘underwear’ but I think the giant ladybug (and the other designs) would do well as tank tops during an Aussie summer.

The New Generals range is sized from two to eight years. Prices range from €12 to €26 and New Generals ships to Australia.

Katrina Whelen

Katrina studied planning and design, did the hard yards working in a big office building and then traded it all in for a relaxing (!) life at home with four children. She now fills her time with writing, completing a degree in genetics and taxiing her children around Melbourne to their various sporting commitments (not necessarily in that order).

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