About Us

Like the majority of the consumers out there, we constantly feel energy drained by the clothing choices we own in our wardrobe. From all the fascinations and struggles we experienced, we created a brand that offers modern yet classic wardrobe staples, which combines aesthetic, versatility and a touch of trend.

“Minimal Effort” expresses the concept of ‘Less is More’, offering well-curated capsule collections with a minimal effort to style. Iconic pieces are carefully selected based on the brand aesthetic to satisfy various styling needs, which support to express the innermost self you believe.