OUR PHILOSOPHY

Minimal Showroom is not just another fashion agency; it’s a revolution in the making. Founded by Jennifer McKenzie and Josefine Dahlström in 2014, we’re here to shake up the fashion industry. With our roots deep in wholesale, e-commerce, and retail, we’ve committed ourselves to championing female-owned brands that don’t just look good—they do good. Our mission? To support independent, sustainable brands that are out to make the world a fairer place.

So, what does sustainability mean to us? Flashback to our debut trade show in NYC, 2014. Back then, “sustainability” was a buzzword, and only a few designers and shops knew what it really meant. Fast forward to today: While the term is everywhere, many use it more as a marketing gimmick than a real commitment. For us, sustainability is embedded in the very fabric of our brands. It’s not just about high-quality, natural materials. It’s about a brand’s DNA—how it respects Mother Nature, upholds human and animal welfare, and promotes equality and inclusiveness.

We’re here to create a sustainable collective where crucial conversations between brands and retailers happen. We aim to guide our partners towards meaningful progress and set a high bar for the fashion industry. We’re all about closing the gaps and ensuring our customers can trust that we’ve done the hard work of vetting and verifying.

OUR BACKGROUND

Minimal Showroom was born out of a desire to spotlight small, female-owned fashion brands and connect them with top retailers. Josefine saw the limitations of the Scandinavian fashion scene after working with a small, sustainable brand that had to close shop due to the owner’s family plans. This experience ignited her passion to help independent female brands thrive and support women’s independence.

Joining forces with her childhood friend Jennifer, Josefine launched Minimal Showroom, starting with a showroom in LA to introduce Scandinavian brands to North American retailers. At a NYC trade show, a Minnesota buyer’s questions about production practices and materials led Josefine to discover “A Fashion Revolution” and the “Who Made My Clothes?” campaign. This epiphany led to Minimal Showroom’s pivot towards eco-friendly and ethical fashion.

OUR STORY

2020, Filippa Adenfelt came on board to expand Minimal Showroom into Scandinavia following a successful fashion project with Josefine. The pandemic had shaken things up, with shops closing, high demand, and brands stuck with excess stock. Filippa joined the team to help drive sustainable growth in the Swedish fashion market, which, despite Sweden’s global environmental leadership, still needed major strides in sustainability.

OUR DESIGNERS

As trailblazers in sustainable fashion, we exclusively partner with designers who live and breathe our values of eco-friendliness and ethical production. But we’re not just about sustainability—we’re about style, too. We seek designers with a strong identity, a modern aesthetic, and compelling stories.

We cherish our collaborations and strive for long-term relationships. Our brands grace the racks of shops like Bona Drag, Voyager, Summit and Fields, Burke Mercantile, One of a Few, Hazel & Rose, Alternativet, and Ecosphere, among others. Always on the hunt for fresh talent and standout retailers, we’re eager to connect with those who share our vision. If you’re ready to make an impact, let’s start a conversation!

For more information, please contact: hello@minimalshowroom.com

Slow fashion = Unrushed fashion that has been thoughtfully produced, both ethically and eco-friendly, with love.