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Our mission is to inspire families to live simply while encouraging children's confidence, individuality and self-expression.

MINIMAL subtracts the nonessential to create an understated aesthetic that shifts the focus from clothes to kids so children feel confident being who they are, wherever they are. In keeping things simple, we give children the confidence to boldly create and express their own identity, while giving parents the time to focus on what matters most. 

We pair high-quality fabrics with gender-neutral designs to create timeless children’s basics. The result is clothing that's equal parts stylish, comfortable, and versatile for both kids and parents.

Our capsule collection is sustainably sourced and ethically-produced with luxuriously soft organic cotton and brushed bamboo fabric blends that feel as good as they look. Designed to be shared among boys and girls, our unisex basics pair well with just about everything in a child's wardrobe.

As new parents with a creative background from New York’s fashion industry, Molly Leis and Jason Cornelius have worked relentlessly and passionately to create a children’s clothing brand for fashionable and forward-thinking families that challenges the status quo. 

When shopping for our son, we found tons of print and patterned clothing for children that subscribed to social norms of how children should dress. We didn’t buy into it. We were looking for simple, cool, organic essentials that highlighted our son's individuality — rather than distract from it — and simplified our lives with their versatility.  Inspired by our values of freedom and empowerment, it was important for our business to have a positive impact on the families and communities that we touch.

MINIMAL pairs understated luxury with ethics. We’re driven to make simple stuff for little ones that empower kids, craftspeople, and communities, while reflecting our unique point-of-view, ethics, and style.