Sofie, Jennifer and Pernilla Elvestedt
Minimarket, a label based in Stockholm, is designed by three sisters Sofie, Pernilla and Jennifer Elvestedt. The trio was awarded Best New Designer Label by Swedish ELLE in 2006. Minimarket is sold at Nitty Gritty in Stockholm, Cottonmouth in Helsingborg, B Store in London, Dolls in Dublin, Wood Wood in Berlin and Copenhagen, Lux in Helsinki, Maud in Zurich, Opening Ceremony in New York and Los Angeles, One of a Few in Vancouver and Beams in Toyko.
The design philosophy is based on using opposites for perfect balance. It’s proper contra sensual, comfortable combined with extravagant. The three sisters all vary widely in taste and style and it’s the inspiration in finding a unifying path in design that inspires the group.
Awarded as the best designer at the ELLE SE Awards.