Minimarket is a Stockholm based label that is run by Sofie, Pernilla and Jennifer Elvestedt.
In 2006, the sisters were awarded Best New Designer Label by Swedish ELLE.
Sofie started Minimarket as a shop, but when Pernilla and Jennifer joined, they decided to design their own collections. And so they did, without having studied fashion design, but with lots of vision and ideas.
Today, Minimarket consists of six girls and, for a couple of months, me, the current intern. Located in Stockholm’s historic centre, the builing is very old and unique, which can best be seen in the showroom in the vaulted cellar. In this little “dungeon” with its iron slaughterhouse hooks, I love to hang up the colorful designs for presentations. What a nice contrast!
Minimarkets entire design philosophy is based on using opposites: comfortable and extravagant, with a lot of masculine influences and lovely details with a touch of cartoon and fairytales. Accessories like hats, sunglasses, bags and gorgeous shoes are now parts of the collections, and this autumn, Minimarket is launching the diffusion label “Mini for many”, an everyday line with more moderate prices.