minimalisma world of wonders

A family-run company committed to

building a sustainable brand

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Have you heard about minimalisma? So let us introduce it to you! 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.

Credit: Beinta á Torkilsheyggi

What started in 2011 with a small unisex collection for babies up to two years and a local web shop quickly grew into an international brand. Today, they offer luxury basics for babies and children up to 12 years as well as selected styles for women. minimalisma’s retailer network counts more than 150 shops in 25 countries worldwide, as well as their web shop.

minimalisma is a family-run company working with a small group of people passionate about quality, design and family. They are committed to building a sustainable brand with high ethical standards that not only benefits the consumers, the children, but also the environment in general. Inspired by nature, minimalisma’s AW2020 collection is carefully designed to softly comfort the tender child’s skin while respecting the functionality of an active, playful childhood.

Credit: Beinta á Torkilsheyggi

Premium grade merino wool seamless dominate the collection in colors ranging from delicate pearl to moss green. Traditional Faroese patterns inspire the new wool-blend jacquards that together with cosy cashmere and crispy organic cotton picquet bridge the gap between style and practicality. Their signature silk seamless return in new colors together with their organic essentials that both constitute the Never Out Of Stock (NOOS) collection.

Colors reflect the landscape with wet moss green, calm seaweed, clay and soft morning rose mixed with the most magnificent red that colors the horizon at sunset on clear autumn days... Sounds dreamy, right? Now check out a special Q&A session with minimalisma founder, Maja Akraberg.

Hello Maja,

What is the inspiration for the new AW20 Collection?

Maja Akraberg: As always, I find my inspiration in my Nordic heritage and this time in the autumn colors that I meet everywhere in the Faroe Islands. The many tones of green, the clear blue as the grey clouds disappear for a short while, the clay in the wet stones, the reddish tones of the setting sun. As a child, I would take the ferry each autumn break to visit my grandparents in the southern islands. They were farmers and had a few sheep grassing in the mountains. I would help my grandfather herd them so that they could be moved to a grassland closer to the village for the winter.

Credit: Beinta á Torkilsheyggi

In what way does minimalisma have a Nordic heritage?

Maja Akraberg:  I was born in Denmark to Faroese parents who moved home with me as a three months old baby. I grew up as a part of a big Faroese family and when I dream, I dream in Faroese. Danish is my second language and was home for more than a decade. Although I currently live in Switzerland, the Nordic heritage is a dominant part of me and how I think and see myself and minimalisma.

Credit: Beinta á Torkilsheyggi

Do you have any favorite style or quality that appeals more to you than the other?

Maja Akraberg: I am excited about our new Bamse style. A legging with feet that many have been asking for, so I hope we made it to their liking!

What are the biggest ‘stayers’ of this season?

Maja Akraberg: I believe that good quality never goes out of style. Besides that, we have many ‘stayers’ each season – our ‘never out of stock’ styles in signature silk seamless and organic essentials. These remain the same each season with a selection of around 10 colors.

Credit: Beinta á Torkilsheyggi

Do you consider yourself successful?

Maja Akraberg: I guess that depends on what day you ask me. Our orders are increasing and our stock keeps running low, so that is a very good sign. But what truly makes me feel successful is when someone posts a picture of their baby on IG and tells me they appreciate our quality or design.

Credit: Beinta á Torkilsheyggi

This photoshoot was taken by local photographer Beinta á Torkilsheyggi.

You can learn more about minimalisma and discover their products at their website: www.minimalisma.com.

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