About Us
NEWGEN was founded in 2021 and has been evolving ever since, driven by a deep passion for international streetwear. However, we quickly realized that no one in Denmark was creating the kind of clothing we envisioned or shared the same vision.
Since then, we’ve brought international streetwear to Denmark with a strong focus on quality and sustainability, because we all share a responsibility for the world around us. At the same time, we aim to prove that creativity and quality can absolutely go hand in hand with sustainability.
As a brand, we deliver high-quality garments designed to extend the lifespan of our products. We conduct thorough research to develop more durable and comfortable pieces, free from artificial chemicals, and always with the best possible customer experience in mind.
Our current collection is just the beginning — and we have big plans for the future. Not only for a more creative product range, but also for expansion.
The Vision to Go from Tradition to a (Newgen)eration
Our clothing is produced in Portugal by skilled professionals who care just as much about sustainability as we do. It's essential for us to work with partners who share our vision. That’s why we maintain a close relationship and open communication with our supplier, and we’ve personally visited the production facilities in Portugal to ensure that the social, economic, and environmental standards meet our expectations.
For us, fair working conditions and respectful treatment of employees are non-negotiable.
As a brand, we want you to wear our clothing with confidence and stand out from the crowd — regardless of gender. That’s why we design unisex styles made for everyone.
We’ve carefully developed the flexibility in our designs to achieve the perfect oversized fit — blending comfort with style. The high-quality materials ensure a timeless oversized look, so you can feel relaxed and confident in exactly who you are as an individual.
Experience the quality for yourself —
A (newgen)eration
So the big question, can we call ourselves a sustainable brand when we’re fully aware of the impact starting a business has on the world around us? The short answer is no — but we’d like to share our perspective.
As a brand, we recognize that sustainability is a continuous process, not an absolute goal that can be fully achieved at this point in time. That’s why our mission is to build a brand that prioritizes recycled and organic fabrics to reduce environmental impact, while raising awareness in Denmark about a more conscious approach to fashion consumption and trade.
We do this by working with suppliers who offer low MOQs (Minimum Order Quantities), allowing us to produce according to demand — ultimately lowering our carbon footprint.
Let’s make a difference together.
