Brand Focus: Scandinavian style lands on British shores, courtesy of Minimum
When it comes to home interiors, Scandinavian design has been firmly on our radars for some while now. But now Danish clothing and accessories brand Minimum is taking the fashion world by storm, with a stunning collection infused with the famous functionality and clean lines we have all come to expect.
Having recently arrived from Scandinavian shores, this coveted men’s and women’s clothing brand specialises in high quality, luxurious Scandinavian style with a Danish twist, providing timeless staple wardrobe pieces as well as on-trend statement show-stoppers as a matter of course.
New for AW15 for the women’s range is a collection with an ode to the 70’s – the decade of great diversity in fashion, with Minimum showcasing pieces that transcend across all fashion genres by celebrating bohemian as well as disco.
The collection aspires to introduce a versatile mixture of current trends inspired by 70’s glam, providing apparel for festive occasions and everyday use.
Dresses come in soft lace and sequins in a feminine expression, making them the perfect partner for the festive season, while simple and casual blouses with tone-in-tone colouring call for a sophisticated yet understated daytime look.
This latest collection continues to showcase Minimum’s attention to detail in providing collections that focus on textures and colour tones that can mixed and matched to suit the individuality of each customer.
Established in 1997 as a small retail shop in Aarhus in Denmark, Minimum quickly evolved into an independent clothing label, launching the first male collection in 1999. in 2007, it expanded, and a female line was added to the flourishing brand.
Today, Minimum consists of a team of 70 dedicated people with a high drive and a young spirit, with the headquarters now located at the industrial port in Aarhus – in an old shipyard made into an authentic and open office environment.
The brand is well-established and available in stores throughout Europe, Asia, Australia and Canada and is represented in 25 showrooms worldwide.
Minimum produces numerous collections on an annual basis, and puts great effort into choosing the right designs and fitting for every collection – a fact which is evident in each and every item.
Having sampled some of the brand’s beautiful winter accessories first hand, the focus on quality is clear, with soft and sumptuous fabrics combined easily with classic yet unique designs.
To see the collection in full, visit minimum.dk – but be warned, you might find yourself doing a little more Christmas shopping than originally planned.