Minus is Scandinavian fashion redefined. They design from a personal point of view, and they do it with a feminine and sophisticated signature. They love to mix business with fashion flair and the shared experience of being a woman of today.
You could say they design for themselves. And they do! For themselves and all the women whose lives are full: family, friends, career, ambitions. The woman who is outgoing and personal.
She cares about her own independence while still prioritising her connection with her loved ones. She puts effort into everything she does. Her own sense of style is more interesting to her than fashion trends, and she is confident in picking her own classics.
She loves Minus for giving her stylish, on-trend choices to be herself without getting distracted as she goes about the many things she has to take care of every day: from meetings to grocery shopping, and then five minutes at the playground with her youngest child. Sometimes all these aspects of being a woman of today can be overwhelming. The designs ensure that your outfit is one thing you will never have to worry about.