“When I was studying in London my mind would frequently wander to Iceland so I was suddenly attracted by Icelandic wool, which had never enticed me before. I wanted to do something completely new with it and tried mixing it with other materials like silk and cotton to make it finer. And I haven’t stopped since!”

Indeed, Magnea Einarsdóttir is still making sweaters, dresses and coats from Icelandic wool under the label MAGNEA. “I think it’s very important to know where your raw materials come from and insist that at least part of every new collection is knitted from Icelandic wool in Iceland.”

Magnea’s label has been a success, receiving nominations for the Icelandic Design Awards 2014, the Reykjavík Grapevine’s Fashion Award in 2013 and 2015, and the International Woolmark Prize 2017. “The response has been great. In particular, the tourists that come to the shop [Kiosk, Lauga­vegur 65] are excited about Icelandic wool used differently than in most of the gift shops.”