Can you tell us a bit about yourself and how minimalisma came to be?
I grew up in the smallest capital in the world, surrounded by nature. After working for over a decade in the fashion industry in Denmark, I moved to Switzerland with my family. Without a job and not speaking German, I decided to pursue my dream of starting my own brand. In 2012, minimalisma was born, combining Scandinavian design with the finest qualities.
What is most important to you when designing your products?
Comfort and aesthetics are paramount. I want kids to enjoy wearing our clothes, while parents love seeing them in it. I start the design process by choosing high-quality materials and then focus on colors and styles, with feedback from my own children and their friends.
Which colour from minimalisma's collections resonates with you the most?
Definitely Sailor Stripes!
What's your favourite part of the design process?
Fitting the samples on the little models ♡
What sets minimalisma apart from other brands?
We are known for our seamless series and our commitment to using purely natural materials. At minimalisma, we prioritise sustainable and mindful consumption. Our emphasis is on timeless luxury basics made with purely natural materials in subtle Scandinavian shades. Nature has always been a big source of inspiration for me, reflected in our premium choice of materials, including cashmere, silk, baby alpaca, merino wool, and GOTS certified organic cotton. We believe in creating clothes that not only look good but also feel good for a long time. More than sixty percent of our collection is Never-out-of-Stock, and we work closely with selected retailers to provide an alternative to fast fashion and surplus stock.
Where does the inspiration for minimalisma come from, and how do you manage the brand being based in Switzerland but still having a Nordic heart?
The inspiration for minimalisma comes from my Nordic roots. Although we are now based in Switzerland, the designs still come from a Nordic (Faroese / Danish) heart. Our products are shipped from our stock in Germany. So despite being located in Zürich, Switzerland, minimalisma remains deeply rooted in my Nordic heritage.
What message would you like to share with the minimalisma community as you celebrate 12 years?
First of all, I would like to express my deepest gratitude to each and every one of our minimalisma community. Your support has been invaluable in our journey, so thank you for being a part of our story!
Remember, good quality never goes out of fashion.