1. Intro

——— “I’m scared of being understood. I’m absolutely fine with being misunderstood.”

Sól Hansdóttir is the London-based womenswear label from Icelandic designer and creative Sól Hansdóttir. Anti-disciplinary by nature, her fluid way of design is off-kilter and without regard for the expected order of things, proposing new and singular notions of beauty, adornment, and dressing.

Material sourcing is always innovative, unconventional, and ecological, reimagining things created from resourcefulness and necessity into things of beauty and utility in new contexts including locally sourced Icelandic handcraft, end-of-life fabrics, and looking beyond the fashion industry for alternative textile solutions.

Expressive, artistic, and free – Sól utilises experimental pattern-making, often cutting on the wall instead of the table as if painting on canvas.

Community changes faster than industry but through the label’s progressive and dynamic creative tribe, hell-bent on pushing things forward, Sól remains a pioneer in future everyday-wear.

KEYWORDS ——— Anti-disciplinary, Ecological, Forward Feminine, Intuition First, Naughty.