"ᴡᴇ ᴡᴇʀᴇɴ'ᴛ ᴅᴏᴡɴꜱɪᴢɪɴɢ, ᴡᴇ ᴡᴇʀᴇ ᴜᴘʀɪꜱɪɴɢ."

A remarkable quote from the book that introduced me to minimalism; Everything That Remains

Roughly 3 years ago, I began my journey as a minimalist. Now that I am a mother, I have discovered that the mum and baby market is saturated with social and retail imperatives.

To go without something is almost taboo. Next thing you know, you've spent £30 on bibs!

The idea for Minimum was born from these retail regrets. While still on its training wheels, Minimum will stock products that are simple, no nonsense, unisex, eco and as non toxic as possible with complete transparency. For mini from mum.

There will be a permanent range, and a temporary range that will be released periodically. Having a limited amount of stock will help reduce our carbon footprint and help maintain our minimalist ethos.

Shop smart. Shop Minimum.