Minus
Redefined Fashion · Denmark
Minus is a Danish womenswear brand that offers a complete wardrobe with a feminine, playful take on Scandinavian style. It belongs to Redefined Fashion, based in Ikast, Denmark.
| Country | Denmark |
|---|---|
| Company | Redefined Fashion, Ikast |
| Sister brands | Peppercorn, Desires |
| Focus | Womenswear |
| Website | minus.dk |
What is Minus?
Minus is a womenswear brand from Denmark. It belongs to Redefined Fashion, a company based in Ikast that also runs the women's labels Peppercorn and Desires and sells all three through a shared online store.
Products and positioning
Minus describes itself as a one-stop styling destination. Its aim is to offer a complete wardrobe, from classic staples to more trend-led pieces, with a focus on lasting quality. The design draws on Scandinavian simplicity, interpreted with a feminine and playful approach to current trends.
- Tops and blouses
- Dresses and skirts
- Knitwear
- Blazers and jackets
- Trousers and jumpsuits
The assortment is broad, with several hundred styles available online at any time, including basics and seasonal highlights.
Distribution
Minus is sold through the Redefined Fashion web shop, which serves customers in several European countries. The brand also publishes its collections as lookbooks and is active on Instagram, Facebook and TikTok.
Why it matters
Minus is an example of the Danish multi-brand model, in which a single company manages several accessible womenswear labels and consolidates them in one direct-to-consumer platform alongside wholesale.
Frequently asked questions
Where is Minus from?
Minus is a Danish womenswear brand belonging to Redefined Fashion in Ikast, Denmark.
What does Minus sell?
Minus sells women's clothing including tops, dresses, knitwear, blazers, jackets, trousers and skirts.