New Generals – SS2011 collection. Photos: Morten Laursen. Images courtesy of New Generals.

The folks at New Generals are taking charge in the kids underwear department with their first collection of no-nonsense, bold design, black and white basics which will be available all year round. And thank goodness too! We’ve been bored to tears with what’s been on offer in this category for ages now.

Offering a functional three sizing system that makes it easy for you to buy any of their sets, the New Generals sizing covers 2-4, 4-6 and 6-8 years, so your kids get two seasons worth of wear. All 100% certified organic cotton and designed with fun in mind – we’re fans! Are you?