Around the World: Minimarket
Designed by Sofie, Pernilla and Jennifer Elvestedt
Questions answered by Sofie
Where do you live?
Stockholm, Sweden.
When did you found Minimarket?
Me and my sisters made our first collection for Autumn/Winter 2006. The collection consisted of seven styles and no accessories.
What sparked the creation of your line?
We had a shop together during the years before starting the label. We used to sell clothes created uniquely for us by various Scandinavian designers. When we lacked a skirt or certain type of dress, we made it ourselves together with a pattern constructor. Our own designed items started to sell very well, and soon other shops started calling, wanting to buy our designs.
What are some influences behind your designs?
Strong women, everyday life and the spectacular phenomena this planet has to offer. We are much into digging into and learning about various cultures, as well as flora and fauna.
What kind of girl do you imagine wearing your collection?
Our clothes are worn by curious people with a lot of integrity. The clothes can be dressed up as well as down, they are not trend items– they stay in your wardrobe season after season.
What is your favorite piece from your collection?
For AW10, we are all crazy about the gold beaded items, and the printed dresses and jackets. Also, the shoes with curved heels are amazing.
What is your favorite part about living in Stockholm?
That you have closeness to the countryside, and that it's a small city which gives you time to breathe. You don't have to be cool all the time here, it's more relaxed than many bigger cities.
How would you describe Swedish style?
The classic Swedish style is clean cuts and earthy colors. We have the clean cuts in us, but we prefer colors and patterns.
If a visitor only had a weekend in your city, where would you tell them to go?
Millesgården– the old home of my favorite Swedish sculptor Carl Milles. You can take a stroll in his amazing old garden with all his huge sculptures and then you can have lunch with wine in the lovely restaurant. For day two, I would recommend a steamboat trip.
What is the birth order of the sisters?
Sofie, 22nd of June 1978. Pernilla and Jennifer, 19th of June 1985.
What were your favorite things to wear when you were little girls?
When we were really small, our mother made our clothes, very early 20th century style with laced things and correct, pretty girly wear. Pernilla was always clad in blue or green, Jennifer in red or pink for people to tell them apart.
Is anyone else from the family involved in the business?
Our whole family is. Our father is still a member of our board, even now that we have investors.
