THE NEW – kidswear with edge and personality
Sizes: 3–16 Y

Since 2016, THE NEW has created clothing with attitude, confidence, and freedom of movement – for kids and tweens who dare to stand out and own who they are. Our mission is to make room for self-expression through fashion, with styles that feel just as good as they look.

We combine bold prints, graphic statements, and comfortable fits in a look that balances playfulness, strength, and individuality. Each collection is designed to inspire – with pieces for everyday wear and favourites for standout moments.

We design with a message of diversity and friendship, and we truly believe that every child is cool just the way they are. Some challenge the norm and love trying new things, others feel at home in the classics – and many mix it all to create a look that’s uniquely theirs. THE NEW celebrates them all.

 

THE NEW siblings – for kids in motion and development
Sizes: 80–110

TTHE NEW siblings is made for children aged 1–5 – little ones in the middle of exploring the world at full speed. These collections combine soft comfort with playful expression, so kids can move freely and feel great – whether they're crawling, twirling, or running wild.

We create styles for everyday play and special little moments. Colours, prints, and messages reflect a world of curiosity, courage, and connection – with space for individuality and sibling coordination. Many styles also match with THE NEW and THE NEW baby, so siblings can share a look – without matching completely.

THE NEW baby – softness, play and comfort
Sizes: 56–92

THE NEW baby is our smallest collection – designed with care for calm moments, first movements, and cosy everyday wear. Every piece is made from soft organic cotton, with seamless finishes and elastic ribbed fabrics that are gentle on delicate skin.

The collection features a palette of muted tones and warm neutrals, charming prints, and visual stories that invite love, connection, and curiosity. It’s soft, smart and made for real life – with plenty of room for both personality and sibling sets. Many pieces coordinate with styles from THE NEW and THE NEW siblings.

Everything is made with one goal in mind: to make life with baby a little easier, a little sweeter – and a lot more fun for both little ones and the people who dress them.

Committed to high quality and responsible production

At THE NEW, we work closely with selected, trusted suppliers – primarily in India and China – who share our values of quality and responsibility. We increasingly use organic cotton, and in 2023, we launched our first GOTS-certified styles.

We design with intention – creating clothing that lasts, and then some. Many styles are oversized or adjustable, so they can grow with the child or be passed on. Because great kidswear should keep up with bold personalities.

Learn more about our responsible production approach, including our 2023 CSR efforts and due diligence commitment.

Clothing for everyday moments – all year round

We launch four seasonal collections per year, supported by small express drops and a core selection of timeless NOOS favourites like jeans and wardrobe essentials.

Our collections include everything from graphic sweatshirts and leopard dresses to underwear, swimwear, outerwear, and cosy loungewear.

Each year ends with a special HOLIDAY collection of pyjamas and matching festive sets – designed so baby, child, and adult can dress alike for the cosiest time of the year.