Looking Your Clothing in the Eyes

May 15, 2024

After years of hearing about it, office finally had the opportunity to discover what the whole buzz is around DesignMarch in Iceland. A short flight from New York brought us to Reykjavik, where we settled into our favorite hotel, The EDITION, as our base for the next few days.

From art exhibitions to talks to parties, the whole city gets behind the celebration that is once a year. As we hopped from one opening to another it was clear that there’s an electric feeling and welcoming energy throughout the capital. And of course no journey to the Land of Fire and Ice is complete without a trip to Blue Lagoon which we managed to fit into the schedule.

While adventuring across the city we came across Ýr Jóhannsdóttir's opening, a textile designer and artist from Iceland based in Reykavik, working under the name Ýrúrarí. Known for her whimsical and sustainable knitted creations, Ýrúrarí joined forces with Iconic Icelandic brand 66°North, forging a partnership rooted in shared values.

Photography and text by Mitchell Connell

In a collaborative effort for DesignMarch, Ýrúrarí breathed new life into defective 66°North sweaters, transforming them into wearable works of art. Employing an innovative approach, she crafts patches from production off-cuts and previously unsellable garments, infusing each piece with renewed value and her distinct knitted aesthetic.

Drawing inspiration from the iconic 66°North logo, Ýrúrarí creates intricate eye designs that imbue the garments with personality and charm. This project not only exemplifies a commitment to circularity but also celebrates the joy of clothing repair and creative rejuvenation. Both 66°North and Ýrúrarí share a dedication to sustainability, with Ýrúrarí's craftsmanship elevating recycled clothing to cherished pieces, while 66°North's century-long expertise in fabric utilization and repair services underscores their circular approach to fashion. Together, they aim to inspire individuals to reimagine their relationship with textiles and embrace the transformative power of conscious design.

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