Arnar Már Jónsson

Arnar Már Jónsson supports unhindered motion in urban spaces through thoughtful research and development. The Icelandic designer launched his eponymous brand in 2017 upon his graduation from the Royal College of Art. With a core collection featuring trousers, shirts, vests, and hardshell jackets, Jónsson designs by analysis. He keeps a visual diary filled with photographs of his friends, which he uses to observe interactions between people, their clothing, and their environment. The resulting garments promote flexibility and comfort without sacrificing sustainability. Densely-woven organic cotton reduces the need for waterproof treatments. Fabrics stretch without elastic threads. Influenced by the rugged terrain of Iceland and the asphalt and concrete of London, Arnar Már Jónsson proposes a dynamic wardrobe built for all conditions.