Birta Bjornsdottir is an Icelandic fashion designer working under her current label Juniform. The shop/studio is located at Ingolfsstraeti 8, Reykjavik Iceland.

“Each item is a unique piece, no two are the same.”

1. Juniform
   

2. by Icelandic fashion designer Birta Bjornsdottir

ELM DESIGN is a clothing company that has been making waves with its imaginative collection which is inspired by Iceland’s unique landscape, art, and culture. The design is Icelandic, and the raw materials are sourced throughout the world.

ELM design retails in over 100 independents in the USA and is quickly making inroads into the European markets, selling its collections to most of the European countries. The biggest market is in the U.K.

Elm design is for example being represented at Harvey Nichols, Selfridges and Liberty in London.

ELM Design was originally founded ten years ago as a knitwear company. ELM quickly grew beyond pure knitwear and the company has gone from strength to strength ever since. ELM has a loyal following among women of all ages who demand eclectic, beautiful and striking clothing.

The three women behind ELM Design are Erna - Lísbet - Matthildur.

They arranged their first initials to form the company’s brand name. Each woman comes from a different art and design background; however, they founded the company through their shared philosophy, that to design for women you need to understand women. Hence ELM‘s brand statement:

“DESIGNED BY WOMEN FOR WOMEN.”

1. Elm Icelandic Design 
   

2. “DESIGNED BY WOMEN FOR WOMEN.”
   

The concept of the E-collection is based on the myths of the strong Icelandic woman. She is often a single working mother yet, without effort, always looks amazing.  E is designer clothing made to be comfortable and easy to wear, from day into the night.

The E-collection was an immediate success when introduced in Iceland in the summer of 2007.

E is not a one designer label, but rather a platform for young, trendy designers to create under the guidelines of the brand.

This collection is designed by Asgrimur Mar Fridriksson.

1. E-label
   

2. For strong Icelandic women
   

The concept of the E-collection is based on the myths of the strong Icelandic woman. She is often a single working mother yet, without effort, always looks amazing.  E is designer clothing made to be comfortable and easy to wear, from day into the night.

The E-collection was an immediate success when introduced in Iceland in the summer of 2007.

E is not a one designer label, but rather a platform for young, trendy designers to create under the guidelines of the brand.

This collection is designed by Asgrimur Mar Fridriksson.

1. Nostrum Design
   

2. Icelandic fashion for strong Icelandic women
   

María Lovísa graduated from the Margaretha School of Fashion Design in Copenhagen in 1979 and has run her own business nearly from the beginning of her career.

María´s timeless design is both unique and very feminine. She emphasizes good quality material, preferably Icelandic wool. María Lovísa has participated in several international fashion shows as well as producing her own private shows in Iceland.

María´s Design Shop is in the heart of Reykjavík on Skólavörðustígur 6A.

1. Maria Lovisa Icelandic design   
   

2. Icelandic Fashion Design
   

The founder and creative director Birna Karen Einarsdottir is born in Reykjavik, Iceland in 1972.

After traveling the world, Birna Karen settled down in Copenhagen, Denmark were she obtained her diploma in fashion design from the "Copenhagen School of Fashion and Design"

The brand, BIRNA, was established in 2002.

BIRNA is built on a strong and individual identity; a style that doesn't change radically every season but evolves and keeps moving.

Combining timeless design with a personal touch BIRNA creates clothing for women with integrity and eye for good design. BIRNA is for confidant women that want an individual look that lasts. Based on attitude, sharp tailoring and cool comfort, BIRNA delivers a product with refined details, true to a standard of high quality.

1. BIRNA Concept Shop
   

2. Icelandic Fashion Design
   

Gaga is truly “different” design from Iceland

1. Trippen og GAGA
   

2. “Different” Clothing
   

In developing her collections HANNA emphasizes innovative use of raw natural fabrics, a specially felted Icelandic lamb’s wool in combination with cotton.

Designs combine soft fabrics with mean edges in bright yet muted shades.

The designs are created for modern confident women who want “that” look that lasts.

Each piece is in some way unique depending on the feelings and atmosphere at the moment they are created.

FELTED WOOL

Our special natural felted fabric is made out of Icelandic wool felted into different layers of cotton. Wool layers are carefully placed by hand before the actual felting process begins. This beautiful natural fiber is wonderfully light and flexible.

1. Hanna Design shop
   

2. Natural Fabrics
   

Punk meets couture meets boho at Aftur Studio (Laugavegur 28), a rustic loft filled with flouncy dresses, blazers, and shawls made in a patchwork of found fabrics. (Aftur is Icelandic for “again.”)

1. Aftur Studio
   

2. Punk meets couture
   

Kraum Icelandic design

If Skúli Magnússon were still alive, he would be a happy man indeed. A successful 18th-century entrepreneur and at one time the Governor of Iceland, downtown Reykjavik. Today, the very building he had chosen for that purpose all those years ago has once more become a stylish centre for the very best of Icelandic design and crafts.

Number 10 Aðalstræti, the home of Kraum Icelandic Design, simply ozes history. Dating back to 1752, it is the oldest building still standing in the city centre, a place very different from what it was in Magnússon´s day,when the capital consisted of only a few farms and a couple of hundred people. Paintings and early photographs of the area, part of a changing exhibition detailing Reykjavik´s history since the mid-1700s, can be seen in Kraum´s front rooms.

Natural light spills onto the wooden floors and fresh white walls of this gorgeous design hub and retail outlet, which is already attracting Iceland´s finest talents. More than 70 designers are contributing to a huge array of products that include children´s puzzles, woollen lamps and exquisite jewellery,along with dining accessories, handbag, raincoats and knitwear. Kraum´s central and historical location, not to mention its often exclusive wares, makes it a must-see for tourists and locals alike.

1. Kraum 
   

2. Punk meets couture
   

Inspired by Icelandic folk tales, the troll hats and the elf hats have been a hallmark for over ten years. Offers a wide assortment of hats, as well as mittens and scarves.

Known for the Laughing Hat, Húfur sem hlæja translates into Happy Smiling Headwear.

Our shop is located downtown in 101. Our products are sold in 16 locations in Iceland besides being available on the web. We take great pride in offering only products made from high quality materials and all our items are handmade to some degree so that no two pieces are exactly alike.

1. Húfur sem Hlæja 
   

2. Happy smiling headwear