Iceland review - 2013, Page 24

22 ICELAND REVIEW
fAshION
Anna Moiseeva: How did your interest in fashion design begin?
Guðmundur Jörundsson: I think it began when I started work-
ing at Herrafataverzlun Kormáks & Skjaldar. I was fascinated by the
vintage and classic British Savile Row suits that we sold in the store.
It was from that point on that I decided to apply for Fashion Design
at the IAA, graduating in 2011.
Increased popularity for vintage tweed suits among Icelandic men
was inspired by TV series such as Mad Men and it got us thinking. In
collaboration with the owners of the store, Kormákur Geirharðarson
and Skjöldur Sigurjónsson, we launched a pure Icelandic label for
true Vikings with style called K&S. Our trademark piece is a vintage
tweed suit made from the best tweed fabrics you can get.
The store Herrafataverzlun Kormáks og Skjaldar has been in
Reykjavík for many years and is well known for its vintage and styl-
ish menswear. It sells beautiful vintage accessories such as top hats
and canes. Designing for K&S, I kept in mind the store aesthetic
and developed from it the strong masculine male silhouette with the
beard and slightly long hair. I became fascinated by this look and was
actually kind of obsessed with it because I couldn’t have it, I am not
this big plump man and I don’t have a beard.
AM: So you were already out there in the real world of the fashion
industry while studying at the IAA. How different were these two
worlds?
GJ: The best thing about the IAA is how trendy and edgy the acad-
emy is. We learned about everything that was happening in fashion
design at that time. What the new trends were and how we should
exert ourselves in order stay up-to-date within the industry.
In terms of work experience with K&S, the most important thing
I have learnt is how important it is to have a good team around you.
I prefer to work with individuals who are experts in what they do
and together, we are capable of creating fine pieces of craftsmanship.
AM: What sort of man wears your clothes?
GJ: It’s a man who understands something more about clothes, a
man who values quality craftsmanship and the hard work behind it.
AM: Tell us about the new female collection?
GJ: It has masculine elements, and the same fabrics and ideas as I
use in my menswear collection, designed for the strong and femi-
nine woman.
AM: What is Icelandic fashion design in one sentence?
GJ: Wool and fish-leather ... I am of, and will not part from that
scene. There are many young up-and-coming designers in Iceland,
creating new and bold designs, free from commercial pressure. That
is good, and keeps us apart from our Nordic cousins, who are very
commercial in thinking.
AM: Which individual do you admire most in the fashion industry
and why?
GJ: I adore Karl Lagerfeld for how clever and cool he is. I would
not say that he is my favorite designer, but I admire him for being
true to himself and for his honest opinions on life. My idol, on the
other hand, is the late Alexander McQueen. I am fascinated by his
amazing tailoring skills and very much admire his work.
AM: What are you most excited about?
GJ: Now I am very excited about our new JÖR by GUÐMUNDUR
JÖRUNDSSON store, which just opened on Laugavegur 89 in
Reykjavík. 
Three simple steps
1. You place your order, at least
24 hrs in advance
2. You pick up your products at the
Departure/Arrival store
3. You pay for your products when
you pick them up
Take The Shortcut – Start Your Trip at Home
ORDER &
PICK UP
KEFLAVIK, ICELAND
Anna Moiseeva is a graduate student in international marketing at the
University of Sussex and press manager for RFF.
The catwalk premiere of guðmundur Jörundsson’s new JEWlia collection during rff at Harpa, March 16, 2013.