Minimum more chic with its new line

By

Olivier Guyot

Published
Feb 2, 2015

Minimum menswear is becoming more chic for fall-winter 2015/16. Parallel to its classic line that plays with minimalism, the Danish brand is launching Extended. The line offers t-shirts and sweatshirts but shines the spotlight on its urban-chic dress shirts, jumpers, jackets, suits and coats.

While the offer may be a bit more mature, the pricing remains not much higher than the brand's main line, with dress shirts priced at 70 euros (around $80/£50) and jackets at 150 euros (around $170/£110). With this more preppy offer, Minimum intends to expand its presence at its current retailers and bring in more designer accounts.

In France, the brand is distributed by Showroom 8 and has more than 150 accounts. After having set up a corner at BHV, it will also have a space at the Citadium for this spring-summer season. And, it is working at increasing its presence in department stores.