Kidswear therapy with Katie Kendrick & Linda McLean.

This week on Kidswear Therapy, Linda and Katie welcome an old friend — Majbrit Weidemann, now Managing Director of Bundgaard shoes. Linda and Majbrit go way back to the wild days of New Generals, when organic cotton and kids’ runway shows were still radical ideas. Fast forward to today, and Majbrit’s steering Bundgaard’s 120-year legacy into a new era. She describes uncovering a “chest of gold” in the archives and translating that heritage into a sharper, more contemporary premium kids’ footwear brand — one that feels modern but still true to its roots.

They chat about design DNA, fearless creativity, and learning not to grow faster than your cashflow. Plus, how Bundgaard’s now using AI to speed design mock-ups and brand writing — with humans still firmly in charge of the soul.

Linda & Majbrit’s shared history — the “New Generals” years

Joining Bundgaard and rediscovering a heritage brand

Mining 120 years of archives for design DNA

Turning legacy into everyday philosophy, not nostalgia

Bundgaard’s repositioning: premium, functional, modern

Beginner shoes & archive classics — spotlight for AW26

The “fear factor” in today’s cautious kidswear market

Lessons from fast growth at New Generals

Balancing creativity, strategy, and profitability

AI tools as design assistants — not replacements

Staying brave, creative, and connected in a changing industry

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Kidswear Therapy is a Pirouette Media production.

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