Born in Iceland–the brand story

“I really wanted to embrace the experience of growing up in the countryside, out in nature, and with the animals. Therefore, the collection is mainly influenced by my own childhood adventures. Also, my parents used to tell me all kinds of stories, and so did my grandparents, who lived on the next farm over” says Lóa D. Kristjánsdóttir about the concept behind her new clothing line, Born in Iceland. “Imagination also played a large part in the life of a little girl who didn’t always have someone to play with because there weren’t that many people living in the area. Then, you had to find something to do. Create games in nature and with the animals on the farm,”she remembers.

„Ever since, I have made an effort to pass these stories on to my own children”

„Ever since, I have made an effort to pass these stories on to my own children. I really felt the need to keep them alive so that they wouldn’t be forgotten. I have four kids and therefore know firsthand what a challenge it can be to get them dressed in the morning. Telling them stories while dressing them is also a fine parenting tip that I would like to pass on. My mother wrote all the stories in the book that accompany each collection. They are all unique and very special to me, bringing back pleasant childhood memories, as they are all stories she told me when I was a little girl. Now, parents often tell me that their children loved these stories, which are now among their favorites.”

The idea for Born in Iceland came to Lóa about 17 years ago when she was on maternity leave with her second-eldest son and lived in Sweden with her family. She started designing and ordering samples alongside selling children’s clothing from various Swedish brands to Icelanders via Facebook. She then put all that aside when the family took on a Swedish fashion franchise, returned home to Iceland, and focused on opening stores across the country.  

“From the start, my mission has been to offer comfortable children’s clothing made from organic cotton, while uplifting the craftsmanship of our foremothers through the centuries, including my own grandmothers. I have always loved traditional lopi wool sweaters and Icelandic craftsmanship, but must admit that Icelandic wool stings tremendously. I wanted to offer the same concept, but to make it more colorful, comfortable, and wearable for children. It actually took me a very long time to come up with the name, but my husband Albert gave me the idea as we were travelling in Malaga, Spain, and it immediately felt just right,” she remembers.

“On our website, you can see a photo of and read about the lady who knitted each piece”

Each of the hand-knit lopi sweaters is labelled with the name of its maker. “First and foremost, that is because I care so deeply about them,” she is quick to explain. “They are all so talented, kind, and warm-hearted. I wish for the recipient to feel the love and care that has been put into it. On our website, you can see a photo of and read about the lady who knitted each piece. Moreover, I feel that knowing a garment’s origin adds significantly to its value. It takes about 20 hours to hand-knit a single sweater and requires great knowledge and skill. No two sweaters are alike; each has its own character and the personal touch of its maker.”

All the other garments featured in the collection are made from organic cotton. “They are produced in Europe under the highest quality standards, by a team that collaborates closely with Lóa throughout the process, from design to a completed garment.

When purchasing Born in Iceland garments, what values are your customers choosing?

“First of all, they are choosing a local product, designed in Iceland. Then, of course, the wool sweaters are all hand-made here. A hand-knit wool sweater is, in my opinion, a work of art. I hope parents make the effort to learn the stories behind the collection and tell them to their children. I would be so happy if the children would go on to associate them with happy childhood memories of a parent telling them fascinating stories that will continue to live on. I also hope that the children who receive a handmade Born in Iceland sweater visit our website and read about the person who made it and feel the care that I know she put into it.”

“Being a mother of four and juggling many things at once can naturally be demanding. But I am certainly not alone in this venture.”

According to Lóa, getting started was actually the hardest part. “I had been carrying this idea for such a long time, and it took me many years to get started. Then again, everything about it is actually quite complicated; nothing about the process is easy, although of course, both exciting and highly rewarding. Being a mother of four and juggling many things at once can naturally be demanding. But I am certainly not alone in this venture. I am surrounded by people who are very talented and supportive. What matters the most to me is the strong bond I share with all my children, who are all amazing individuals. I feel that they are proof that I am doing something right. I enjoy my work very much and couldn’t imagine doing anything else.”

Where do you find inspiration for your designs, and what are your future goals?

“Usually, my creative juices start flowing in nature; on a trip to the beach, to the countryside, or just at the playground with my little boy. When I go on vacation, I tend to get quite impatient a few days in because that is when all kinds of ideas rush over me, and I just can’t wait to put them into action,” she laughs. “Now, my dream is to add more clothing collections and stories to Born in Iceland, and also to make the products more accessible and distributed in more countries. I find everything about Iceland, its stories and its nature, absolutely fascinating, and I love to share that with others.”