Growing up is a journey full of learning and milestones, all while having fun. As is our journey towards sustainability and social responsibility. It is a complex and never-ending journey, but we are determined and excited to do our part in building a better world for future generations.

We want to find better ways of offering children amazing clothes by minimising our impact on the environment and improving the conditions for the people involved in bringing our design ideas into children’s lives.

We have powered up with external experts who guide and inspire us. And just like children on the playground, we also learn a lot from our industry peers, as we find our right path on this important journey.

We are only in the beginning of this journey, but we know each step is important in its own impact. We hope that you will support us on this journey. Continue reading to learn more about how far we have come.

Read our Sustainability Report for 2022

Read about our journey towards sustainability and social responsibility - THE NEW and THE NEW siblings
THE NEW taking responsibility - using responsible materials
THE NEW taking responsibility - using responsible materials


  • We want our garments to be long-lasting and made in a way that considers both the environment and the welfare of humans and animals. Therefore, we focus on selecting better and more responsible materials when developing our products.

  • Look for the green label to find our styles made with one of the materials we want to use more and more in the future. The label will tell you which of the following materials it is: 

  • Organic cotton is grown and cultivated without the use of genetically modified organisms (GMO) and dangerous chemicals. That makes it better for the water, soil and biodiversity in the areas where the cotton is grown, while also protecting the health of the people involved in farming the cotton. 

  • Livaeco viscose from Birla is an alternative to conventional viscose. Here the wood used as raw material is derived from FSC® certified forests dedicated to more responsible forest production. This soft and breathable fabric is produced in a system that reuses the water and solvents leading to a lower resource use. 

  • Recycled plastics, such as polyester (PE), polyurethane (PU) and polyamide (nylon). These fibers are synthetic and non-biodegradable, however, most of them are recyclable. By recycling these materials, we help to minimise the need for new fossil fuels.
THE NEW taking responsibility - our certifications


  • Obtaining third-party international certifications is a priority to us, because they guuarantee that we, our products, and the supply chain, live up to recognised standards and their requirements. The certification process is long and complicated, but we are determined to increasingly expand our range of certified products.

  • In 2023, LUXKIDS ApS was certified to the Global Organic Textile Standard (GOTS), by CU842535. Following that, THE NEW and THE NEW siblings offer a wide range of GOTS-certified styles. GOTS certifies and tracks organically grown cotton from the source to the final product. In addition, all the production facilities involved in making our GOTS-certified styles have fulfilled strict social, environmental, and chemical requirements.

    See our available GOTS-certified styles here

THE NEW taking responsibility - our certifications
Read about how THE NEW takes social responsibility in its supply chain


  • It is important to us that the people bringing our designs to life at the sewing machines and warehouses work under fair and decent labour standards and are treated with respect for human rights. Based on our Code of Conduct, we have built close relationships with our suppliers to continuously safeguard and improve the welfare of everyone within our supply chain.

  • We are proud members of amfori BSCI (Business Social Compliance Initiative). Through amfori, independent experts help us examine the working conditions at our suppliers and improve the social performance in our supply chain. They do so by auditing factories against the BSCI Code of Conduct is based on 11 principles, including no discrimination, fair remuneration, decent working hours, occupational health and safety, no child labour, and no corruption.

THE NEW believe all kids are cool and can change the world for the better if they are treated with respect and empowered


  • We believe in children’s power to make the world a better place, and to do so they must be treated with respect. All kids are cool, and we want to encourage them to love themselves and the world around them.

  • We want to give children the freedom to choose clothes that match their personality and mood, and to inspire them to be strong and confident. It is important to us that all our materials and fittings make the children feel comfortable and give them freedom to play and grow.
THE NEW believe all kids are cool and can change the world for the better if they are treated with respect and empowered
Handle your clothes with care to prolong its lifespan


  • All children are different, and the same goes for clothes. Please read the care label on your new garment carefully to give it the best possible care.

  • Only wash it when it is absolutely necessary, such as if it has become stained or gets a bad smell. Before washing it, try spot cleaning and air drying to protect your garment and use less energy and water.

  • When washing your clothes, make sure you lower the temperature on your washing machine, ideally to 30°C.

  • Wash items inside-out to minimise the risk of fading colours and prints.

  • Use the correct laundry detergents, preferably without perfume and other harsh chemicals.

  • Do not tumble dry, instead hang to dry outside in the shade if possible.

  • Accidents happen, and it might happen to a beloved sweatshirt or dress. Instead of discarding it, consider how you can repair it, cover the patch or hole with a cool logo patch, or transform it into something else.

  • When your child has outgrown a piece of clothing, remember that it can still hold great value and be loved again by someone else. So pass it on via a second-hand sale, donate it or make sure it is recycled.

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