MINIMANIMO

Screen Shot 2015-04-23 at 12.18.36 PMtumblr_nktzydOVJ11u0dup5o1_1280tumblr_nm46cfdQsL1u0dup5o1_1280tumblr_nl7eki9V8I1u0dup5o1_1280tumblr_njven7QOEx1u0dup5o1_1280tumblr_njv57sWLbE1u0dup5o1_1280Processed with VSCOcam with se3 presettumblr_njv5cigrKc1u0dup5o1_1280tumblr_njv1p8yopg1u0dup5o1_1280tumblr_njv40gjE3t1u0dup5o1_1280tumblr_njv2fuLm2r1u0dup5o1_1280OK so I guess neoprene and structured sweatshirts have been done. A lot. But even the most done-to-death trends, like 70s boho and #healthgoth, can achieve freshness in the right hands. MINIMANIMO is a South Korean clothing label based in Incheon (a suburb outside of Seoul) that specializes in sporty minimalist basics that can be worn by both men and women. Their Instagram and Tumblr are full of stark, mostly black and white photography of their small line of sweatshirts, trousers, and jackets, styled and directed in a simple but striking way. A stranger’s arms here, a deliberate hairclip there, strategic splatters of milky/powdery substance everywhere else. Black and white work together in almost every style situation, but in photoshoots the contrast between light vs. dark is almost magical.

Currently, unless you have family or friends in Korea, there is no easy way of copping the pieces. But until then you can drool over their delicious art direction here and here.

Images via MINIMANIMO.

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