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SUMMER COTTAGE

As the Talking Heads once singed that their house is in the middle of the street, it should appropriately become the anthem for this next label.

Located at the heart of Aarhus, Demark, Minimum is the established Danish label started by Peder Tang. Since it’s beginnings as a humble retail shop (1997), the label has blossomed into both a men (1999) and women’s (2007) wear label, thanks to Tang’s strong ambitious interest in fashion apparel.

Flanked in magazine spreads in Papercut to Elle, Minimum is a brand that surprisingly houses a small creative team of 40; considering they distribute to over 800 retailers worldwide. Epitomizing Scandinavian cool with a city edge, Minimum is known for their mix of vintage checkered shirts, Fairisle knits to herringbone country chinos. For Spring/Summer 2013, the collective brand marriages effortless comfort with classic tailoring.

Flickering through the Spring/Summer 2013 lookbook is like a unfolding a story of an elegant looking 1950s cotton farm couple. Where menswear ensembles consist of chambray tailored suits, dockside two-toned jackets to soft cotton-blended shorts and shirts. While neutral knits with simple pastel details and casual playsuits are what graces the body of the female character.

Lucky for us, this isn’t a fictional storyline. As a definite tradeshow favourite, we’re sure the Minimum Spring/Summer 2013 will fly off the store racks just the same.

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Writer. CARMEN LAM

Company. MINIMUM

Published on December 9th, 2012

by Carmen Lam

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