We are proud to introduce the Flateyri sweater, created in collaboration with Ása Steinars, a photographer, adventurer, and our brand ambassador. Made from 100% Icelandic wool, this sweater is inspired by Ása’s love for nature and one of her favourite places in Iceland, Flateyri, a small town in Iceland’s Westfjords. The Flateyri sweater brings together tradition of the Icelandic wool sweaters and modern design.

Ása grew up exploring Iceland’s wild landscapes, where her love for nature began and eventually drove her to pursue a career as a travel photographer where she shares her work on social media. Over the years, photography became her way of capturing the beauty all around her. She spent 15 months traveling the world on a photography journey, but it was always Iceland, the glaciers and the storms, that felt the most special to her and kept pulling her in. 

The Flateyri sweater also reflects Ása’s love for working with and wearing Icelandic wool. “Wool and especially wool sweaters have been part of my life outdoors for as long as I can remember, and a way to keep properly warm in the harsh Icelandic weather” she says. “My grandmother used to knit me wool sweaters and socks, and there’s nothing warmer you can put on than Icelandic wool.”

The sweater’s pink color is inspired by the winter sunsets in Flateyri, giving a modern touch and colour. "I’ve always wanted to add more fun colors to outdoor clothing. Most of the Icelandic wool sweaters are white, gray, or black. It’s important to me to bring color to the outdoors, something cheerful that feels alive in the landscapes I love.”

Made in Iceland, the sweater is sustainable, natural, and practical. Icelandic wool naturally repels moisture, so it doesn’t need frequent washing which is perfect for outdoor adventures or everyday wear. “This sweater is warm, durable, and so cozy,” Ása says. “It’s something that feels personal and meaningful to me.”

For Ása, the Flateyri sweater is more than just clothing. “It brings together everything I love: my connection to Iceland, the outdoors, wool and my love for creating something beautiful. I hope it will bring others as much joy as it brings me." 

The Flateyri sweater is now available in limited quantities at Laugavegur 17 in Iceland and online at 66north.com.