New Generals founder Majbrit Weidemann says: "New Generals is an urban brand, with a sharp DNA. Our fantastic organic fabrics and the unique expression of our apparel are what made China look our way. We are different and they think--as we do--that it is vital to have a strong identity to survive in the current wholesale and retail environments. It is exactly the same in China".

The Chinese company that spotted New Generals discovered them at the prestigious fashion store Barneys on Madison Avenue in New York. New Generals' Chinese partners choose the brand after doing extensive research into various Nordic brands.

The main ambition for the brand has always been: to become global. Now this ambition is going to become realized with great success. Congratulations!

New Generals