Really good quality basics for kids that are also ethically made, are hard to come by. So it was a great pleasure to come across the brand MINIMAL. We were even more pleasantly surprised when we found out the founder and the brand have just moved to Hong Kong. We sat down with them to learn more about the brand and the inspiration behind the designs.
Tell us a little bit about
I'm a woman with an awesome sense of adventure, passion and commitment
I've wanted to live abroad since then, so spent as much time
With regards to my fashion background, I was literally born into fashion, my mom went into labor in a department store - and the rest they say is
My husband and I met while
Are you excited about being in Hong Kong? Where were you and what were you doing before coming here?
We spent 3.5 years in Singapore, before Hong Kong. I love the blue skies, greenery and welcoming expat community. We moved to Singapore when I was six months pregnant and I had my son a couple months later. It was an
I really found my footing again once I got back to work. MINIMAL debuted in Singapore in November 2016 at the Boutiques Fair at the Pit Building. After spending so much time building the brand and working on product development. It was
That same week we found out that my husband's work would soon take us to Hong Kong. So we quickly packed up our lives in Singapore and made our way to Hong Kong - but not before s
MINIMAL has been a very hands-on business. We've sourced all across Asia and found our first manufacturing fit in Bali. My husband, son and I spent four months cumulatively in Bali las
What is MINIMAL all about?MINIMAL is about epic simplicity. We simplify
We believe in buying fewer, higher quality pieces that last longer and surrounding yourself with whom and what you love. We believe in the basics: quality, comfort and values.
Sometimes the best things in life are the simplest. Sometimes the basics are all you need.
Where does your inspiration come from?
MINIMAL was inspired by a pair of black and
Our son is also an obvious inspiration and motivator. He has a vibrant and rebellious personality and challenges us constantly. We strive to raise a human being who is daring, bold and adventurous. I think he's most beautiful in simple, basic clothes that allows his own
My husband is another inspiration. He has amazing style and creative sensibility to match. Jason surfs and skates. He's always true to what he feels most comfortable in. He loves soft thoughtfully-designed
As a mom, coming from the fashion industry pas
Since we've started, quality, comfort and ethics have been our priorities for the line. We currently apply sustainable practices to our fabrics, product design and
Our first batch of tees are made from organic cotton and brushed
We have a wear more, share more philosophy. Each piece of clothing is designed to be shared across the friends and family, boy sand girls and across ages. We advocate for hand-washing in cold water and only washing when needed.
Our collection is season-less and produced in minimal production runs. We create for the demand so there is no overstock. We plan to use our leftover stock for accessories. At the moment, we are a direct-to-consumer business, so products don't sit lonely on shelves for extended periods of time.
Our business is built with integrity. It's a family business, mindfully made to help create a more beautiful, simple world for our children.
What's next in store for MINIMAL?
As we've just arrived in Hong Kong, we have a lot to do! We're excited to join BaoBae + Sassy Mama Pop-up on Sunday, May 21.
From a collection standpoint, we're introducing shorts and pants to the line. We're gaining a reputation as the highest quality, most stylish tees a modern mama can buy. Our plan is to go deep into basics, introduce new colours and eventually new styles to bring families super soft, chic basics, available all year long made for your children with quality, comfort and ethics.
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