Safa Itote & Desta Cullen.

THE M|N|ML is a socially conscious fashion label redefining basics for contemporary women, founded by a creative Brisbane-based sister duo Safa Itote, an experienced fashion designer with a background in wholesale, retail and e-commerce; and Desta Cullen, a writer and digital media professional.

The brand’s focus is to create a timeless and effortless label while also establishing a business that does good in all parts of the process.

The vision for THE M|N|ML is to create luxury basics so comfortable it’s like a second skin - minimal fuss, maximum style. Made from organic materials like cotton and merino wool, all pieces will be manufactured locally and ethically with Ethical Clothing Australia accreditation. Eventually, THE M|N|ML would like to attain both ECA accreditation and B Corp status, which recognises a change in the way that businesses define success.

Another important part of the label’s business model will be to work with community and charity organisations to champion social change particularly in the areas of equality, education and empowerment. This will be done through donating a portion of all sales to various partner organisations that align with the brand philosophy of THE M|N|ML. Basics for basic human rights.

If Safa and Desta were to win the MINI Bright Rays $29,000 grant, it would make the world of difference in establishing an innovative, transparent and sustainable fashion business. In particular, the grant would be put towards initial start-up costs including manufacturing, the launch of the THE M|N|ML's first capsule collection and eCommerce platform, brand development and marketing. The funds would also be used to assist with business development and exploring relationships with community organisations and potential partners to support their message of social change. Where possible the brand hopes to also explore new online technologies to create the most innovative and seamless eCommerce experience for customers.

The ultimate goal for THE M|N|ML is to become an iconic fashion label, known for its aesthetic and quality as much as it is for its positive impact on both the fashion industry and society.