minimalisma autumn | winter 2021 PRESS-KIT by minimalisma

PRESS KIT Autumn | Winter 2021

The Timeless Collection

Our Timeless Collection is synonymous with natural qualities and reflects a time where everything is different but still the same. Time has changed, but the days stay the same. The wind whistles the song of the season and the trees shed their leaves, certain that they will return in spring.Looking back at my childhood on the Faroe Islands, life was similar. Not much ever changed on the islands. Time stood still. But in our minds the days were always different. Like in the past, the way children play still reflects the same curiosity that is so optimistic and comforting. The accent of the Timeless Collection is comfort. The key is feeling comfortably dressed, having a freedom of movement and offering the basis of a sophisticated wardrobe through the concept of a few timeless pieces. Colours are calm like the winter mist and warm like the fallen leaves on the forest floor. Our staple remains lush alpaca knitwear and super soft, lightly knitted merino wool, along with the body-hugging signature seamless silk collection. Piquet’s in organic cotton reflect the trends of the season and are complemented by essentials in fresh colours. New this season is another effortless, luxurious, wool- and silk blend of babies’ essentials; consciously knitted in Lithuania. All our organic cotton and silk-wool blended styles are GOTS Certified.

16 merino wool seamless styles

10 GOTS Certified organic cotton styles

9 styles for women

60 timeless styles

7 GOTS Certified wool-silk styles

Available in 30 countries worldwide

11 silk seamless NOOS styles

3 NEA styles

Launch: 3rd August 2021

OUR STORY minimalisma is a timeless, high-quality children’s wear brand with a strong Nordic heritage. Founded and designed by Maja Akraberg, the mission is simply to create beautiful products in premium qualities with a timeless feel that makes each piece suitable for passing on to the younger sibling or to save for the generation to come. The philosophy pivots around superior quality, simplicity and sustainability. What started in 2011 with a small unisex collection for babies up to two years and a local webshop quickly grew into an international brand. Today, we offer luxury basics for babies and children up to 12 years as well as selected styles for women. Our retailer network counts more than 150 shops in 30 countries worldwide, as well as on our webshop shop.minimalisma.com.

BEHIND THE BRAND We are a family-run company working with a small group of people passionate about quality, design and family. We are committed to building a sustainable brand with high ethical standards that not only benefits our consumers, the children, but also the environment in general.

Certified by CERES GmbH CERES-0915

Q&A WITH DESIGNER MAJA AKRABERG What inspired you for the Autumn | Winter 2021 collection: I grew up as a big city girl in the smallest capital in the world – on a small volcanic archipelago in the North Atlantic Ocean. Nature was a very big part of growing up there; so naturally, nature is a great source of inspiration in my current work. During the lockdown, my kids were only playing with the same small group of kids every day. Except for home schooling, the only agenda was play. The days were the same, but still always different and it reminded me so much of how I grew up in the Faroe Islands. We would play with the friends in our neighbourhood and nature was our playground. Could you tell us more about the qualities? From the very beginning, a sustainable commitment has been a vital part of everything we do and therefore, only natural materials

are used in our clothes. From this season, all our organic cotton styles are GOTS Certified, which we are very happy about. Our merino wool comes from certified mulesing free farms in Australia and it’s given a non-chlorine treatment with positive ions to make it machine washable. Our bestselling baby-alpaca styles are back and we have a new GOTS Certified wool-silk quality for the smallest ones made in Lithuania. And last but not least, we introduce a beautiful new colour to our signature silk seamless. Do you have a favourite style in the new collection? I’m a big fan of wool. It is so soft and comfortable and I have already booked the new Vigga (named after my father) blouse in all colours. The kids look forward to their favourite alpaca knits.

Behind The Scenes All the enclosed photos are released for press coverage, in print or digitally, under the terms that you must give appropriate credit to minimalisma and the photographer, Jessica Sidenros (www.jessicasidenros.com)