The Fly collection is designed by our creative director and
head designer Steinunn Vala.
“It was partially out of curiosity and partially out of respect that this journey of mine began. And what caught my full attention right from the start was the art of fly tying.”
Having slightly touched upon the theme of fishing in the previous Tea Party collection, Steinunn wanted to dig a little deeper in to the world of it for her next project. - But why fishing?... Well, the oldest and most rooted profession in Iceland is fishing and with it being so tied to the roots of our culture, it has always been one of the focal points of it.
“For me the most interesting thing about fly tying, sociologically speaking at least, is how exclusive this craftsmanship seems to be to men here in Iceland. And it does so even though it has so much in common with jewelry making, which has always been more of a feminine thing. Whether it’s the precision and fine touch needed or of course the use of color, sparkle and aesthetics, both professions certainly share it. This obvious similarity got me asking questions about why those two crafts were so genderly divided and culturally far from each other… So, out of curiosity, I ended up accepting my own challenge of pursuing the magic of fly tying.”