Most recently Minimum has started its very first denim collection for men and women. The range comprises 3 key fits for men and women and includes low-waist to high-waist jeans, slim fit to loose fit, as well as an anti-fit, while the washes show everything from blue to deep black. Retail prizes range from 60 to 90 Euro.
Martin Munch is the creative head behind the new collection. Here, Munch talks about his inspiration and his love for denim.
What distinguishes Minimum denim from other brands? Why does the world need another denim collection?
I think there is a lack of European-produced jeans on the European marked. That is where we come in. We want to keep the production close to our home and the costumers. It also ensures that we can work closely with our suppliers, to make the best products. Our goal is not only to produce a high-quality product, but also to offer it at the right price.
Which fits, and denim fabric washes are you betting on for fall/winter 17-18?
A modern classic like the slim-fit is unavoidable, but in terms of more trend related styles we have a clear inspiration. Raw box-fit jeans like they had in the 80’s are coming back. The focus will be on loose and comfortable fits in 100 % cotton, creating an authentic and vintage look.
What are the key pieces when it comes to styles, washings and finishing?
Like I mentioned earlier, the 80’s are coming back, and you might say that the past is the future denim. In specific trend items, we have a unisex style called “Tom” coming up in the winter, which has drawn inspiration from the 80’s and films like “Back to the future”.
Our new denim-line also has a strong core of returning styles. For us it is important to provide the customer with both the familiar and the new trends. That’s why we have returning fits that stay the same, and trending styles that provide you with something new.
What’s the most important thing when it comes to designing women’s jeans?
I usually say “It’s all about the butt” because that tend to be an important part of women’s jeans. We want to make jeans with a great fit and great comfort. An example of this is the “hyper shape”-jeans, that are made in the fabric modal. They stretch to give a great fit and they feel silky-soft. Another benefit of modal is that it ensures a long lasting colour, meaning: black jeans stay black.
How do you ensure the perfect fit?
It’s all about control with the process. I am involved with every step in the manufacturing process – from drawing board to finished product. Having the same eyes on the whole process and working closely together with the suppliers is important. I think that ensures that the product fits perfect, as intended.
And what are the biggest challenges designing men’s jeans?
Men’s jeans are all about making “simple” look good. Men want a product they can trust and that fits comfortable, but still ads style to an outfit. Jeans should fit most of your wardrobe, and that is why the devil is in the detail when it comes to men’s jeans. They should not be flashy - just simple, comfy and good looking with great attention to detail.
What influences your work most?
It’s a hard question, but I think that it can be answered in two parts.
1: The people around me who inspire me. It could be the suppliers, designers and other general fashion sources of inspiration
2: My own desire to make better products. I always strive to better already great jeans, with new technologies and knowledge in the field of denim-design.
What do you love about working with denim?
Denim might seem simple, “it’s only one fabric”, but to me it’s an ocean of possibilities. When it comes to fashion I would rather be great at one thing than being good at many things, and denim is my one thing.