Iceland review - 2014, Side 20

18 ICELAND REVIEW
who are simply famous for their great sense of style that’s not
dictated by a stylist.”
It all began in 2002 when Iceland-born Ingvar (1980) and
German-born Susanne Ostwald (1979) met while working as
interns for fashion designer Marjan Pejoski, perhaps best known
for designing Björk’s famous swan dress. “We only recently
found out that we had gotten the idea to apply for the internship
from the very same fashion magazine.”
A year later they became a couple and in 2008 they founded
Ostwald Helgason and set up their London studio. Susanne has
an M.A. in clothing design whereas Ingvar is more or less self-
taught. He became interested in fashion aged 14 after coming
across fashion magazines at a friend’s house. “It never occurred
to me that I could do this for a living,” he smiles.
“The first years really were a struggle,” he admits. “It took us
four years to find our niche in the market—the thing we can do
better than the rest. There are so many talented people in the
fashion industry, so this is quite difficult. But we have been very
lucky and continue to learn as we go along.” Evidently they are
doing something right. Now, six years later, their collections
are available in 90 stores in 29 countries, including Kazakhstan,
Singapore and Saudi Arabia. “Along with Italy, the united States
is our biggest market.”
Now that the company is in steady growth Ingvar and Susanne
are assembling a design team led by her whereas he focuses on
running the business. About ten people currently work for the
company. Does the pair always agree on everything? “Not at all!”
he laughs. There’s a lot of arguing and discussion but the great
thing is that this way we can be more honest in our criticism.
We’re basically together all the time. Always talking about work
and always at work. It’s actually very productive—if you find the
right person, that is.”
Although busy in London, Ingvar tries to visit his homeland
whenever he can. “I’m a bona fide 101 Reykjavík kind of guy;
that’s where I’m the most comfortable. My favorite hangouts
include Kaffibarinn and Prikið. And Vesturbæjarlaugin swim-
ming pool. I also like walking along the coastline of Skerjafjörður,
where my grandmother lives. It feels like you’re in the country-
side when in fact you’re right in the heart of the capital.”
Many things are on the horizon for Ostwald Helgason, includ-
ing adding a range of shoes and handbags. They already have
experience in that field after a highly successful collaborative
project with British accessories brand ALDO. The key to suc-
cess? “Patience. Also, finding people who can give you good
business advice and speak from experience. But of course it really
comes down to luck. Case in point: Mira and Anya embracing
our clothes at Paris Fashion Week. And last but not least: Being
prepared to work seven days a week for many years. You have to
really want it.” *
FAshion
ostwald Helgason Spring/Summer 2014.