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Minimum Effort for Maximum Style

Scandinavia — more known for its pine trees, meatballs and big box furniture stores — is having a fashion moment with its Danish brand Minimum. Already stocked in Europe, Asia and Australia, Minimum is now hoping to make its entrance into Canada with collections available in boutiques across the country come this February.

What started out as a small retail shop in 1997 by Peter Tang in the center of Aarhus, Denmark, has grown into a collective of 40 dedicated individuals who live and breathe Minimum. The line, for both men and women, focuses on contemporary designs, matching undertones of Scandinavian coolness with a metropolitan edge. It is inspired by the urban pulse, evolving into sharp designs reflected by the upcoming and current trends. Building an unexpected bond with colour and texture, this season specializes in the art of unconventional layering, graphic tees and surprising patterns.

It's typically Scandinavian street style: effortless and, well, minimalist. Designed for comfort yet with a twist of deviance, which we Canucks generally lean towards. Choice pieces in the Spring 2013 collection include the Lido jumpsuit and Vega jacket for woman; while for men, how can you ignore the peach Samden shorts and baby blue Edi blazer?

 

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