"Girls supporting Girls is what this world needs more of — and we are going to be the leaders."
— Ava Wooldridge, Founder of Minima
Meet Ava
Minima was born from a simple but powerful belief: that every woman deserves to feel beautiful, comfortable, and confident — without compromise. Founded by Ava Wooldridge, Minima began as a vision to create loungewear that didn't make you choose between looking good and doing good.
Growing up with a passion for fashion and a deep concern for the planet, Ava set out to build something different. A brand where sustainability isn't an afterthought — it's the foundation. Where workers are valued, voices are heard, and every piece of clothing tells a story of care.
Minima isn't just about clothing — it's about creating a lifestyle of ease, relaxation, and understated elegance. To promote positivity and confidence in women, Minima uses a variety of models ranging from weight, height, race and ethnicity. Full body confidence is something you can only find at Minima.
"Ava's goal is simple: to lead the change the fashion industry so desperately needs, one garment at a time."Shop the Collection
Mission, Vision & Values
Our Mission
Our mission is to sell 100% sustainable and affordable lounge wear that will help women feel comfortable and confident in their own body and will be produced in an ethical manor. As a brand we value our workers making sure equal pay is at its highest. Future generations need our help as well as are relying on us to make a change.
"We will be the leaders of change."
Our Vision
Minima strives to be a global leader in occasional wear by empowering innovation and design to provide total customer satisfaction. We strive to be a caring and well managed organisation for the brand, partners, customers and employees — making us a responsible corporate citizen to our society.
Our aim is to stay ahead of fashion trends, market changes and the latest technology — enhancing the quality of life for our business, partners, customers and employees.
Our Values
We believe passionately that ethical production should be the only form of production used within the fashion industry. As a brand: our materials love our planet, we value you and I, we give back, we provide a safe working environment, and we believe in the circular economy.
What We Stand For
We will use recycled denim and cotton sourced from unwanted products and textile waste. As a brand we want to make the world a better place through every material choice we make.
We support our workers by always being there for one another. Equal pay, high standards, safety and health — we make sure our workers are paid equally and conditions are always outstanding.
Giving back is huge for us. 100% of all money collected from customers and workers is donated to The Maya Centre and WISH — supporting women's mental health research and treatment.
A reasonable working temperature, good ventilation, suitable lighting, well-maintained equipment. We like our employees to thrive, feel fulfilled and stay physically and mentally healthy.
The Minima Story
Ava Wooldridge starts Minima with a clear mission: sustainable, affordable, ethical loungewear for every woman.
The iconic Ice Grey hoodie and sweatpants set launch exclusively through Instagram, selling out immediately.
Minima commits to donating 100% of all charity collections to The Maya Centre and WISH.
Plans to open stores across the UK, Australia, North America, South America, Italy, and Spain. The movement grows.