Journal

Notes from the house

On restraint, natural fibres, and making things that are meant to be kept - the thinking behind House of Minimal.

Brand · 4 min read

Quiet confidence needs no logo

A logo makes a garment talk before you do. Why the absence of loud branding is deliberate and what you notice once a shirt stops advertising.

Founding · 5 min read

Basics are a craft, not a category

Most brands sell basics. Very few make them the point.

Philosophy · 4 min read

Why we don't do drops

The drop sells urgency, not clothing.

Materials · 5 min read

The case against polyester

Cheap, crease-resistant, everywhere and plastic.