Minimum was established by entrepreneur Peder Tang, as a small shop in Denmark’s second city, but ever so trendy area, of Aarhus in 1997. Gaining more and more notoriety the brand soon evolved into a independent clothing brand, launching its first collection back in 1999. Later, in 2007, Minimum added a female line and today it’s an international clothing company. Well established and stocked in stores throughout Europe, Asia, Australia and Canada.
The general vision behind the brand is that of Scandinavian coolness mixed with a metropolitan vibe which has lent to the brand’s appeal and popularity across all the territories its available in. The brand aims to give their customers high quality products and unique details at an affordable price. Their collections are characterised by an interesting mixture of materials, shapes and colours and should be seen as a contributor to the basic wardrobe, working perfectly with existing favourite pieces, while at the same time providing prominent items for special occasions.
For Spring 2013, Minimum have turned their inspiration to what is without a doubt one of Denmark’s most fascinating, colorful and happy places to be. Christiania, an abandoned military site in the very middle of copenhagen which proclaimed itself as a FREE self-governing utopian society when squatters took it over in 1971.
Ever since the controversial area and it’s 600, so called, “Christianitter”, which have become a symbol, loved by so many around the world and have established a strong synonym with freedom, love and easygoing bohemian lifestyle.
This Spring 2013 collection brings together the social and design boundaries that have been pushed and blurred, via Christiania and Minimum emulates this ethos.
Minimum Spring 2013 Menswear range
