The JÖR Factor


The JÖR Factor

Meet Guðmundur Jörundsson, whose celebrated collections of vintage-inspired designs have made him—already at 25—one of Iceland’s leading fashion designers.

Published in the 2013 April-May issue of Iceland Review – IR 02.13. By Anna Moiseeva. Photos by Páll Stefánsson


JÖR by GUÐMUNDUR JÖRUNDSSON is a new Icelandic fashion label, the creation of fashion designer Guðmundur Jörundsson and his co-founder, Gunnar Örn Petersen. The debut collection, called JEWLA, was showcased in October 2012, as a spring/summer 2013 menswear collection, and received great reviews from Icelandic fashion enthusiasts. “It was my first spring/summer collection ever and I was inspired by the traditional dress of Jews and priests, crystal jewelry and pastel colors, intertwined with chic modern patterns,” says Guðmundur.

Guðmundur’s new collection JEWLIA, which premiered at the 2013 Reykjavík Fashion Festival (RFF), is constructed of high quality fabrics such as Holland & Cherry and was produced at a production house in Turkey where luxury brands like Armani and Paul Smith produce their designs. Guðmundur and his partner Gunnar Örn are looking to expand into international markets. “We are very excited about the Nordic countries as well as Japan,” Guðmundur states. At the opening of RFF, he received an export grant from DHL in Iceland.

Guðmundur graduated with a BA degree in Fashion Design from the Icelandic Academy of the Arts (IAA) in 2011 whilst working as the creative director and head designer of the local menswear brand KORMÁKUR & SKJÖLDUR (K&S). The brand is renowned for its masculine designs combined with classic tailoring. “I will still design for K&S and work on my own new collections simultaneously,” Guðmundur notes.

You can read the remainder of this article in the 2013 April-May issue of Iceland Review – IR 02.13. Five times a year the print edition of Iceland Review & Atlantica brings you a wealth of articles on all aspects of life in Iceland including Páll Stefánsson's latest images of the country’s majestic landscape. Click here to subscribe and here to browse through a selection of pages from the current issue.