Minus

Scandinavian fashion has a reputation for being very serious about beige. In 2013, two women took over a Danish label called Minus and decided to make clothes they’d actually want to wear. Radical, we know. Where a lot of Nordic design stops at a clean line, Minus keeps going. A seam placed just so, a sleeve with a little shape, a trim you only notice on the second look. The cuts are feminine and fitted with care, and the whole range is designed around women with full days and no time to fuss with their clothes.