PHILOSOPHY

We’re inspired by our surroundings, the colours and textures of the Icelandic environment, and of course the people.

Our goal is to design classic utillitarian, yet beautiful and unique clothes that can be worn for years, rather than trend-based pieces. Our items not only work well together, but can also be used in a mulititude of ways. You can dissect a garment into many pieces and piece it back together for a completely different yet cohesive look.

The concept of “reformatting” our clothes allows for the adaption of the wearer’s individual style for different occasions, an idea that we have used from the inception of the brand. We are extremely conscious of the amount of energy used in garment production. One of our main aims is to lessen our eco-footprint by using high-quality textiles; we’re able to do this because we don’t mass-produce and we don’t follow the international fashion game of designing for seasons. For us, it’s about quality, not quantity.