Minimum was established in 1997 as a small retail shop in Aarhus in Denmark. It quickly evolved into an independent clothing label, launching the first male collection in 1999. In 2007 Minimum expanded and a female line was added to the Minimum brand. Nowadays, Minimum is well established internationally and available in stores throughout Europe, Asia, Australia and Canada.


Nightingale has been responsible for Minimum's press relations ever since its first encounter with the Belgian and German market. We cover general press releases citing the brand story as well as more in-depth press releases about collections and collabs. We also follow up on the editorial calendar in order to send out thematic shopping pages. By loaning pieces to stylists and setting up refreshing collaborations with bloggers, we stimulate brand visibility.






Extended Minimum
This July Minimum’s new premium male line, Extended Minimum, will hit the stores with the first collection. Extended provides the modern man with contemporary classic wear. We do seeding of key items of this new line to Belgian press and bloggers.
Streetstyle activation
Nightingale has created a brand activation for Minimum by designing a storytelling window with the tagline 'Forgot haute couture, this is Danish streetstyle' in the iconic store Movies in Ghent. Working with a streetstyle blog crew (, we set-up a social media streetstyle battle for visitors and passengers resulting in more than 25 000 views in one week.