The Icelandic children’s clothing company As We Grow has gained popularity in Asia over the past year. The brand follows the slow fashion ideology and was founded in 2012 by lawyer Gréta Hlöðversdóttir and designers María Th. Ólafsdóttir and Guðrún R. Sigurjónsdóttir.
Read more: Magnea Einarsdóttir to design a sub collection for international retailer Club Monaco
The brand’s inspiration is drawn from an old, woollen jumper knitted by an Icelandic mother in the 60’s. Throughout the years, the jumper was used by the woman’s three children and, later, her grandchildren. The same is true about As We Grow’s designs: they extremely durable and should be handed down to the next child when it becomes too small for its owner.
According to Morgunblaðið newspaper, half of the company’s sales are now foreign and growing.
The Icelandic children’s clothing company As We Grow has gained popularity in Asia over the past year. The brand follows the slow fashion ideology and was founded in 2012 by lawyer Gréta Hlöðversdóttir and designers María Th. Ólafsdóttir and Guðrún R. Sigurjónsdóttir.
Read more: Magnea Einarsdóttir to design a sub collection for international retailer Club Monaco
The brand’s inspiration is drawn from an old, woollen jumper knitted by an Icelandic mother in the 60’s. Throughout the years, the jumper was used by the woman’s three children and, later, her grandchildren. The same is true about As We Grow’s designs: they extremely durable and should be handed down to the next child when it becomes too small for its owner.
According to Morgunblaðið newspaper, half of the company’s sales are now foreign and growing.
