Design-driven clothing brand for 20 years
Bergþóra Guðnadóttir and Jóel Pálsson - founders and owners.
Bergþóra Guðnadóttir and Jóel Pálsson - founders and owners.
We wanted to create a design-driven clothing brand. The inspiration comes from our surroundings, Icelandic nature and culture with a touch of rural romanticism. We sometimes talk about positioning ourselves at a crossroads where different worlds meet – past meets present, the Icelandic meets the international, and the countryside meets the city. We find it exciting to blend these worlds together. That's our way of creating something new.
We've held firmly to that idea, and I think that's why we have so many regular
We are both art-educated and had little knowledge of business before we got this idea in our heads. We started with nothing but a lot of ideas.
We wanted to make our own products and we also wanted to be able to offer other brands that we feel capture the same spirit.
Then suddenly 20 years have passed and we've had to learn at every step – grow just enough and at a reasonable pace through all kinds of ups and downs. Somehow everything has worked out. We have been so fortunate to work with wonderful people over the years, and it's rewarding that many people have direct and indirect employment around our company.
That is success for us.
Success can take many forms. Companies have different and diverse goals, but our role is to help clients achieve the results they are aiming for.
We wanted to create a design-driven clothing brand. The inspiration comes from our surroundings, Icelandic nature and culture with a small dash of rural romanticism.
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