AS WE GROW

AS WE GROW is an Icelandic design company, which executes “slow fashion”. No mass production is used and only eco-friendly raw materials are chosen in the production of each garment. The pieces are simple yet luxurious and designed to grow with the child.

Since hand knitting is part of Icelandic culture and we all learn to knit in school when we are children, we share a certain awareness of time and love associated with knitted pieces of clothing. AS WE GROW is developed around a true story about a knitted sweater’s journey from one child to another over several years. The sweater became a part of the friendship and history of the families involved, and in a way it linked a chain of people together.

Our goal is to encourage people to buy fewer and better things, to stay warm and look good with less, to take positive action to reduce clothing waste and ensure responsible consumption and production.