New Brand Alert - Meet Minimum

Hi Friends,
I hope you all are enjoying scrolling these blog posts as they pop up on our site. I am currently sitting by our fire place in Muskoka in my Brea Button up and Easy Straight Denim. The weather is cooling off at night (and in the morning) which makes it so much more appropriate flooding your inboxes with our incredible new Fall drops. 
I'd love to give a warm welcome to the Minimum brand that is dropping on our site this month. A few pieces arrived today at our HQ in Toronto and the rest will be gradually shipping out as they come available. Journal subscribers will always get the first peak (and a sweet little discount when the presale drops).
This brand is a special one as it reminds me of my last trip to Copenhagen right before the Pandemic in 2019. I was on a big hunt to scout Classic fashion brands and stumbled across a few that you are now just starting to see on our site (Ilse Jacobsen was another one I discovered abroad). I loved the classic silhouettes, the neutral colour palettes, and the easy fit of the pieces I purchased. The Minimum brand blends sustainable fabrics into modern styles - pieces that will coordinate with your existing wardrobe and encourage you to wear and REWEAR your outfit in different ways.
I wear a size small (36) in the dresses (I can also wear a M (38)), a 38 (Medium) in the sweaters and button ups, and a size 38 (M) in their outerwear and blazers. I did not bring any of the pants in as I found the fit of them to be a little too inconsistent for my liking. 
You can shop our very first drop tonight with the 10% presale discount on orders over $250 using the code ‘MinimumVIP’ tonight only. Your will see by the image below, we have a few more pieces that we are still waiting for…they will be made available on our site when the are enrolee to our HQ. 
Wishing you the very best Thursday night wherever this email finds you..

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