Minimarket, a label based in Stockholm, is designed by three sisters Sofie, Pernilla and Jennifer Elvestedt. The trio was awarded Best New Designer Label by Swedish ELLE in 2006. Minimarket is sold at Nitty Gritty in Stockholm, Cottonmouth in Helsingborg, B Store in London, Dolls in Dublin, Wood Wood in Berlin and Copenhagen, Lux in Helsinki, Maud in Zurich, Opening Ceremony in New York and Los Angeles, One of a Few in Vancouver and Beams in Toyko.The design philosophy is based on using opposites for perfect balance. It’s proper contra sensual, comfortable combined with extravagant. The three sisters all vary widely in taste and style and it’s the inspiration in finding a unifying path in design that inspires the group.
WHERE WERE YOU LAST PLUTER DAY
A ,Pluter Day‘ is an extra day, that you earn by saving time in your everyday life. So what would you wear on your pluter day?
The Minimarket AW13 collection is built like a huge resort collection, for travels all over the world. It doesn’t matter if you spend your pluter day in the heat, or in snowy mountains. The collection theme ends up giving you sci-fi vibes as well as casual western looks. The latter one gives outfits internally called the wanderers.