Tagline
Kindness is a superpower, and gender stereotypes are super boring.
Minories is a children's clothing brand launched in 2021 by Sweden's Kappahl. It offers unisex clothing and accessories for children from infancy to around age eight. The brand values allowing children to be themselves, sees kindness as a strength, and advocates making clothes free from gender stereotypes. It aims to create clothes that can be worn for a long time and passed on to siblings or friends, and also works to select materials with a lower environmental impact.
Concept
Children should be allowed to be children. Minories is inspired by children's different personalities, encouraging differences and making room for every child.