Arnar Már Jónsson’s Morphing Menswear Brings a New Kind of Function to Fashion

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Arnar Már Jónsson’s Morphing Menswear Brings a New Kind of Function to Fashion
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Founded on functional clothing for city or fjord, Arnar Már Jónsson has gotten off to a quiet but successful start mostly through word of mouth.

When Arnar Már Jónsson, Luke Stevens, and I met on a video chat, Jónsson had just come off three hours without electricity. “Typical North of Iceland!” he shrugged. The designer has spent the past couple of months in his homeland while Stevens, the brand’s co-creative director, has remained in London where they usually work together.

Founded on functional clothing for city or fjord, the label has gotten off to a quiet but successful start mostly through word of mouth. “In the beginning we weren’t too keen to expose what we were doing,” says Jónsson. “Also our stuff is quite technical so it took some time to develop the product properly, I think.

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