Jack loves "AS WE GROW"
an Icelandic fashion label, born from the passion of creating superior quality clothing that lasts; that is non-trend led and timeless in design.
The co-founders are Gréta Hlöðversdóttir, lawyer and MBA, María Th. Ólafsdóttir, fashion designer from Parsons School of Design and Guðrún Ragna Sigurjónsdóttir knitting and fashion designer from University of Arts in Iceland.
"Our collection focuses on blending Scandinavian design with one of the most precious natural fibers in the world, alpaca from the Peruvian Andes. Alpaca enables the most sensitive skins to wear a totally natural garment; it also features an exceptional heat control and keeps the body temperature constant. Alpaca wool is lanolin free and hypo-allergenic which when combined with its uniquely soft properties makes it ideally suited for use in baby clothing."
"Based on the clever utilization of former generations, we focus on the increasing value clothes gain by being used by many children. By being able to use a garment for longer than usual you show respect to the manufacturing process and to the environment – but also create emotional value adding history to long-lived pieces. We like that kind of stories, and it is our wish that AS WE GROW garments will in that way become part of people’s history and connect people."
"Ayeee!!! Absolutly GENUINE!!!"-says Jack-.