THE NEW
THE NEW was founded in 2016 with a desire to inspire new generations with confidence, open-mindedness and great style. Each new collection is inspired by current topics in society, reimagined from a child's perspective to create cool, playful and stylish designs for both boys and girls. THE NEW aims to design children's clothing that gives little ones confidence and encourages every child to believe in themselves, because every child has the power to change the world. This wonderful kids' fashion brand offers clothing for boys and girls from the age of three up to sixteen. The smart designs take inspiration from the world of adult fashion and are made for style-conscious girls and cool boys who want to dress in the latest trends. You will find high-quality children's clothing at accessible prices, with beautiful designs your child is sure to love.
THE NEW is created by a passionate and hard-working team with many years of experience in children's fashion. They strive to create beautiful collections that are eye-catching, inspiring and so desirable that they would happily wear them themselves. In other words, it is adult-inspired fashion for children, naturally designed in silhouettes that fit them perfectly. Here you will find stylish and fashionable clothing that is wonderfully comfortable for your child to wear and allows plenty of freedom of movement. THE NEW has recently launched the sub-brands Pure, which creates cool, high-quality sportswear for children, and Siblings, which creates sweet baby clothing for little ones in sizes 56 to 98. This means you can find beautiful designs for both your older child and your baby, with matching styles and looks.
Fashion with responsibility
THE NEW works purposefully to embrace the responsibility that comes with operating in an industry known for having a significant environmental impact. Their goal is to help create a better world for children and to set a positive example for the next generation. Their beautiful designs are made to be durable and long-lasting, so your child can run, play and climb without worrying about ripped knees or faded colours. You can easily pass the clothes on to younger siblings or friends, or sell them to other families who can enjoy the high-quality clothing. In addition to reducing the need for producing new children's clothing, many of their styles are made from organic cotton grown without genetically modified organisms or harmful chemicals. From 2023, many of their styles also carry GOTS certification, an international standard for organic textiles. In addition, more than 60 per cent of their designs are certified to STANDARD 100 by OEKO-TEX, guaranteeing that all product components have been tested for harmful substances.