Ethical kids’ clothing company Minimal has launched in Hong Kong. The brand was founded by New York fashion industry veterans Molly Leis-Cornelius and husband Jason, employing simple designs that are comfortable for active children.
“The pieces are modern basics for little individuals,” said Leis-Cornelius. “Minimal design and maximum freedom.”
As new parents themselves, the couple believed it was important for children to have access to stylish, gender neutral clothing with an ethical twist.
“Prior to launching, we spent one year scouring Asia, from Thailand to Tokyo, for the softest fabrics and experienced artisans. We finally landed in Bali, where we spent four months creating Minimal and the perfect children’s capsule collection, continuously refining cuts, colours and craftsmanship,” says Leis-Cornelius.
The couple hand-picked the organic cotton and brushed bamboo fabrics, and selected a small, family-run dye-house where the materials are hand-dyed and sun-dried. The fabric rolls are then collected by motorcycle and taken to laundromats to be washed, dried and pre-shrunk before being cut and sewn into garments. The entire process is meticulously overseen by the couple.
“Our clothes are designed to be shared by boys and girls from two to eight years. We have minimal production runs, direct to the consumer, creating for demand rather than the stockroom. And we produce using global organic textile standards and fair trade principles – fair pay for fair work.”
The Minimal children’s capsule collection, with free delivery in Hong Kong, is available at weareminimal.com