MINI A TURE COPENHAGEN
It all started as a dream. Together with my husband and my two friends, I launched MINI A TURE in 2002. Our ambition has always been to create a sustainable and environmentally friendly fashion brand for children. In the highest quality, exquisite design, using innovative technology and the best materials. A brand that is much more than just children's clothing.
Personally, I am the mother of three children. Two girls now in their early 20s and an 11 year old boy. As I have been able to see it on my own, our children today live very differently than they did in the past. Most people spend more time indoors and on digital media.
At MINI A TURE, we want to make a difference and help give children wonderful experiences in nature. With the right outdoor clothing, we ensure that children can learn to love being in nature, regardless of the season and weather. We hope it makes them want to spend a lot of wonderful quality time outside - alone or with family and friends.
Our children's vision
We want children with MINI A TURE to express themselves stylishly in their very own way. We do not compromise on either trends, freedom of movement. The very small details count. Small is cool.
With our Scandinavian roots, we know how the changing weather requires real and practical clothing. From the magical, bright and warm summer days to the cozy, cold and dark winter evenings. Our children must always be dressed to face the world. Small is adventurous.
We believe that children thrive best when they feel free and confident. They must have the freedom to stand by themselves and have the courage and strength to stand up for others. Freedom to move effortlessly through life and embrace the world with an open mind. All children must be recognized as the unique human being they each are. Small is free.
We cherish the memories of childhood, the scratched knees, the smell of grass and forest and the feeling of fine falling snowflakes melting on the tongue. Small is imaginative.
Children's imagination is an inspiration for MINI A TURE. Their sense of creativity and authentic curiosity about life. Their way of creating surprising universes and whimsical stories that do not always make sense to us adults.
Timeless design and technical expertise
MINI A TURE is internationally known for making outerwear that provides the best conditions for a wonderful experience in nature. Regardless of wind and weather. Some of our icons were developed as early as 2002. They have since been further developed to meet the demands of the times for sustainability and a responsible and modern production. These are children's clothes that, in terms of design and quality, are created to last, so that they can be recycled by several children in a row. We are outerwear specialists and work to a great extent with the technological development to constantly optimize our children's clothing.
Sustainable materials and production
We make a positive difference throughout the value chain compared to conventional production. We have some very clear requirements for our suppliers in terms of wages and working conditions, and harmful chemicals are a complete no-go for us. We always make an effort, and we strive to make a difference in our production chain. Since the establishment of MINI A TURE, we have worked with eco-friendly materials in factories that live up to some of the highest standards of working conditions.
This year we have taken the step even further. From spring 2021 and onwards, all our collections will be produced as sustainable as possible. To avoid overproduction and ensure minimization of freight, we have decided to focus on what we are best at. We therefore concentrate o clothes that dress children for the outdoors.
We will continue to keep a close eye on new, sustainable, and innovative materials and production methods and constantly follow developments to optimize children's clothing.
Our nylon and polyester are recycled, and our remaining styles are made of organic cotton. MINI A TURE is also GOTS-certified (read more here). We are not trying to increase the price for consumers, even though the fabric will be more expensive for us. We do not want it to cost more to make a sustainable choice.
Recycling is gold
We are very proud that our outerwear lasts so long, and we have launched initiatives that encourage consumers to recycle. For example, we encourage our customers to resell their MINI A TURE outerwear when the size no longer fits, via the Danish second-hand app Reshopper. Here, our clothes have one of the highest resale values on the Danish second-hand market. In addition, we offer benefits if you send used outerwear back to us. The clothes we get back, we donate to Sunway Children's home, with which we have had a close partnership since 2004.
Fortunately, there is a large social movement going on globally, which is about taking care of nature, the animals and each other. All in all, something that perfectly harmonizes with MINI A TURES 'core values.
We have always strived to make a difference. And we are working to pass these values on to our children.
In March 2021, we achieved the ultimate recognition and documentation of our work when we became B Corporation certified. Read more about our B Corp Certification here.
It is not possible to be completely sustainable in our industry, but we do as much as we possibly can to become as sustainable as possible. And we will continue to implement sustainable, environmentally friendly initiatives that support MINI A TURE's vision.
Founder and CEO Signe Tholstrup