Reykjavík Grapevine - 13.07.2012, Síða 48

48
The Reykjavík Grapevine
Issue 10 — 2012
Taste the freshness
of a farmer’s market
Housed in one of the city’s oldest buildings, Fish
Market uses ingredients sourced directly from
the nation’s best farms, lakes, and sea to create
unforgettable Icelandic dishes with a modern twist.
AÐALSTRÆTI 12 | +354 578 8877 | FISHMARKET.IS
2008
GO LIST
OPEN FOR LUNCH WEEKDAYS 11:30 - 14:00
OPEN EVERY EVENING 18:00 - 23:30
Words
Guðni rúnar Jónasson
Photo
nanna Dís
In a swanky office at ad agency
Jónsson & Le'macks, we sit down
with Sigurður Oddsson. We're there
to talk to him about Holster, a joint
venture between three young men
from various creative fields who
came together to form a fashion
company called Fur Trade, which
is actually not a fashion company
at all.
What led the three of you to col-
laborate on Holster?
Well, we all are good friends. I had
been working with Bóas Kristjánsson, a
fashion designer who has his own label
called 8045. The idea was that I would
work on some accessories, not fashion
per se, but more product-orientated
stuff.
Then when Jökull Sólberg, the
third member of the group, came into
work wearing an actual shoulder gun-
holster, though he wasn't armed or
anything, I came up with the idea for a
more practical application, and that got
me sketching. So that's where the idea
comes from. My reasoning being that
in the summertime men like to wear
shorts and a T-shirt but where do you
put your keys, change and wallet? The
Holster is a solution. That was what I
presented to Bóas and funnily enough
he had been working on something
similar, but it was more a classical vest
so we merged these two ideas into
what is now the Holster.
It's a bit like the Swiss army knife
of clothing?
That’s true. We tried to integrate as
much function as we could into the
design. Take your phone for instance,
often you'll have earphones plugged in
and they just get tangled up in every-
thing. That's why we put a handy cord
slit high on the shoulder where you can
fasten it and it won’t get in the way. All
the pockets are designed for their indi-
vidual tasks, for your phone, sunglasses
and wallet so that it doesn’t bulge but
blends seamlessly into the design. All
the material used—black caribou, lamb,
salmon and rosefish leather—comes
from a leather factory here in Iceland,
from the north to be specific, but every-
thing is sewed in Reykjavík.
Do you think there is a growing
need for men to accessorise?
Men just have more stuff now, and
when you've grown accustomed to
trudging everything around with you,
it's pretty hard to do without it. When
kept in the Holster, your stuff blends
seamlessly into your attire. It looks
good on its own as well as under a jack-
et, and it takes from the shoulder hol-
ster the idea of using dead space under
the arms so that you don't really notice
it if concealed, and doesn't get in the
way. I mean if you can have a gun there
and no one notices it, then a phone is a
piece of cake.
You launched the company in
March?
Yes, that's when we launched the web-
site and the product. Two weeks ago
Sævar Karl started selling the product
so we are really excited about that. It's
always good to have a place where
people can drop into when they're
unsure about the size or the material.
At first the sales were to friends and
through the site—when it went live at
around five in the morning, the night
before DesignMarch, we got an order
from Sweden within the first hour. We
had posted a link on Facebook and a
friend of a friend of a friend ordered the
first one; it really is a small world!
Fashion | Interview
HOLSTER: THE SWISS ARMY
KNIFE OF CLOTHING
“Two weeks ago Sævar Karl started selling the
product so we are really excited about that”
Snoop-Around is a photo/interview website that visits creative people at
their homes, work or studio spaces and brings you a unique view of their
lives. Visit them at www.snoop-around.com
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List of licenced Tour
Operators and Travel
Agencies on:
visiticeland.com
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The Icelandic Tourist Board issues licences to tour operators and travel agents,
as well as issuing registration to booking services and information centres.
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