The Minimalisma name describes the style but not the complexity of the fabric mix. Many years ago I met Maja and her knowledge of fabric composition instantly stood out. Minimalisma consistently delivers one of the most thoughtfully crafted, quality-driven basics collections on the market.

How do you want children to feel when they’re wearing Minimalisma?
Most of all, we want children to feel comfortable, free, and at ease. One of the best compliments we receive is when mothers write us to tell us their children will only wear minimalisma. That kind of feedback means the world, because it tells us we’ve achieved what we set out to do.

Scandi minimalism has such staying power. Why do you think parents keep coming back to it in a market bursting with colours, slogans, & sparkle?

There’s a place for everything – bold prints, bright colours, and also calm, understated tones.Scandi minimalism brings a timeless balance that complements the rest. Its simplicity never goes out of style, and I think that’s why parents keep coming back to it – it fits in, even as fashion trends shift.

If AI could assist one aspect of your business without compromising your brand’s ethos, what would that be?

AI is already an integrated part of our business – since 2023, it’s been like my personal assistant. From refining product descriptions to supporting planning and content creation, it helps lighten the load so I can focus more on the creative and human side of the brand. As long as it supports, without replacing the values of authenticity and care, I see it as a valuable tool.

What positive change in the industry have you seen since Minimalisma began?

The selection of natural fiber clothing has grown significantly, which is wonderful to see. However, we still remain among the few brands committed to using purely natural qualities – not regenerated or synthetic blends – across our collections.