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What began as a stand alone retail store in Aarhus, Denmark in 1997 has since developed into an international fashion brand. Minimum is the result of a shared desire to design clothes that is accessible yet fashionable with a keen eye for detail, quality, and fit.

Minimum is quintessentially bridging their rich nordic heritage with a minimalistic approach to design. With their magic happening in the crossfire just before niche trends become commercial, they pride themselves by following subcultures and translating the essences into fashion just before they become mainstream.