Founded in 2025 in Milan by Norwegian founder Alexander Varner, MIMIR is a contemporary premium luxury menswear brand rooted in Nordic heritage and mythology, committed to timeless, modern design.

Named after Mimir in Norse mythology, the Keeper of Wisdom, it stands for memory as strength. Guardian of the well of wisdom, where knowledge is earned, not given. The wise one, the rememberer, beneath the surface. We transform classic menswear into garments with a deep sense of purpose and meaning. Every piece is crafted to stand the test of time. Made to age with you. Built to carry years, not seasons. For the days you remember, and the ones you haven’t lived yet.

Balancing heritage with a forward-thinking vision, MIMIR empowers individuals to express their authentic selves with confidence. Through high-quality materials and technical precision, we create more than clothing. Each garment is a personal statement, built to be worn, lived, and owned.

Rooted in the North. Born in Milan.

Legacy of the North. Wear it. Live it. Own it.