Iceland review - 2016, Page 14

12 ICELAND REVIEW
Inspired by the story of a beautiful
sweater that has been passing from
child to child through their friend’s fami-
ly for years (and still going strong), man-
aging director Gréta Hlöðversdóttir, edu-
cated in business and law, textile designer
Guðrún Ragna Sigurjónsdóttir and fash-
ion designer María Th. Ólafsdóttir decid-
ed to establish As We Grow in 2012. The
label, which produces Icelandic-designed
long-lasting, economical, classic clothes
made from knitted fabrics, received the
2016 Iceland Design Award in October.
SLOW FASHION
As We Grow has grown slowly and quiet-
ly since the company was established four
years ago. Specializing in quality clothing
D E S I G N
Icelandic children’s clothing label As We Grow was recently awarded the 2016
Icelandic Design Award.
BY INGIBJÖRG RÓSA BJÖRNSDÓTTIR. PHOTOS BY KJARTAN KJARTANSSON AND ANTHONY BACIGALUPO.
using only natural, renewable and sus-
tainable materials, the company claims
to execute slow fashion; creating quality
clothing for children aged 12 and under
that have a classic look and that grow
with the child—a long dress for a six-
month-old can be used as a blouse for
an 18-month-old and so on as the gar-
ments have a loose cut, without losing
style, and look good on all ages.
The garments are made from alpaca
wool and manufactured in Peru,
although most of the design and devel-
opment work takes place in Iceland.
“The alpaca wool is especially good for
children’s clothing, it’s so soft and pure,”
Gréta says, adding that the company
ensures that the production is ethical at
every stage.
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BIG IN JAPAN
As We Grow has proven a hit in Japan,
with almost half of the 50 stockists in ten
countries located in Japan. “There are
high standards and demand for quality
garments there and Japanese clients have
taken to the simplicity and elegance of
our design,” Gréta explains. In response
to the Japanese demand, As We Grow
has launched a new summer line with
lighter clothes made from cotton.
The team is now busy planning show-
cases for the winter line for 2017-18.
Receiving the Icelandic Design Award
has been a great boost, Gréta says. “It’s a
fantastic recognition and it’s always good
to get a pat on the back for a job well
done.” u