From Iceland, By Ása
The Story
Fjara was born in Iceland.
I grew up here, surrounded by mountains, wind, snow, and the ocean. Being outside was never something special we planned. It was simply how we lived. We hiked, camped, skied, and explored in all kinds of weather.
And we always wore wool.
In Iceland, wool is not just clothing. It’s part of life. People knit sweaters, mittens, and socks for their families. We wear wool when we hike, when we work, and sometimes even as our outer layer in bad weather.
Icelandic wool is special. It keeps you warm, breathes well, and lasts for many years.
After more than twenty years of spending time outdoors, I started to notice something. I loved outdoor gear for its function, but I rarely found pieces that matched my style or how I wanted to feel outside.
So I decided to create my own.
Fjara is my vision of outdoor clothing. Clothes for everyday adventures. Clothes that feel good to wear outside. My goal is always to use good materials when possible, especially wool.
Our sweaters are made from 100% Icelandic wool and produced here in Iceland. Some of our other pieces, like our merino wool beanies, are produced elsewhere, but we always focus on quality and good materials.
Right now Fjara is a small family brand. My Swedish husband and I are building it together. He grew up skating on frozen lakes, cross-country skiing, and wearing wool, just like I did.
Between the two of us, the outdoors has always been a big part of life.
We are doing everything ourselves. Designing, packing orders, answering messages, and even turning our garage into a storage room.
Fjara is still very new, and we are learning as we go. But our dream is simple.
To create outdoor clothing that is functional, colorful, and made for real adventures. Clothes you can wear hiking a mountain, walking by the ocean, or simply going outside on a windy day.
We hope you’ll be part of the Fjara family as we grow. We are very excited to share this journey with you.
Our Promise
Fjara is still a small brand, built slowly by our family in Iceland.
We are not a big company. We are learning as we go. But we promise to always do our best to create clothing we believe in.
Our goal is simple.
To make outdoor clothing that feels good to wear, works in real nature, and is made with good materials whenever possible.
Wool will always be at the heart of Fjara. It is part of Icelandic life and one of the best natural materials for the outdoors.
We promise to be honest about how our products are made, where they are produced, and how we continue to improve.
