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What do you get when you infuse children’s wear with crisp colours, fun design and a dose of playfulness and joy of life? You get iglo+indi! An Icelandic brand of children’s clothing, loved by parents and children alike, iglo+indi is everything you could imagine childhood to be. Bold and playful, the brand’s clothing is designed for kids that like to play, stay comfortable and simply have lots of fun. 

The face behind the brand is Helga Ólafsdóttir – a degree holder in fashion design, a mother of three and a very creative individual. Fascinated by children and inspired by their purity, honesty and joy, Helga created a kids fashion brand with a strong focus on improving the way kids look, feel, play and interact with the world around them. From the moment your kids are born all the way until they turn 11, iglo+indi has got them covered with stylish clothing that is as beautiful as it is comfortable! 

We first met Helga at CIFF in Copenhagen this February. It was exciting to see the face behind the label!  Today we are thrilled to share with you our interview with her.

Read on for more details about the founder of iglo+indi and the amazing brand she created!

pepe&nika presents interview with Helga Ólafsdóttir founder of iglo+indi kidsbrand from icelandHelga Ólafsdóttir with her little daughter Indíana

Helga, please tell us a bit about yourself! Where are you from and with whom and how do you live?

I was born and raised in Akureyri in the North of Iceland. When I was born, maternity leave didn’t exist in Iceland, so from the time I was three months old my Amma (grandma) Helga took care of me during the day until I started school when I was five. I was involved in all her projects and her everyday routines. She taught me how to knit, draw and sew.

My father is a carpenter, and even when I was four years old he used to allow me to wield the hammer and build something for myself. My interest was always in the creative field, and I feel like I was able to make all my dreams come true.

I live in the suburbs of Reykjavik with my children Viktoria Thora (15), Baldvin (12) and Indíana Svala (5).

What is special about you?

I can’t do sit down and chill — ever! I am always doing something. If I am not in the design process at work, I start to move things, redecorate, or paint the walls in my home. On weekends, I invite family, friends and my kids’ friends to my home. I love to have my home full of life, music and laughter. I was also a big slalom skier as a child, and it is still my favorite thing in the world to do.

What was your favorite item of clothing as a child? Did you own something that was particularly special to you or that you connect with a story?

My favourite items were my denim overalls with an apple patch on the knee, as well as a pastel crew in three colours. I think they both grew with me as I wore them for many years. I also had a lot of beautiful homemade dresses that my mom and amma made.

How did you get the idea to make fashion for kids? What did you before founding iglo+indi?

Before iglo+indi, I was working as women’s wear fashion designer for brands, such as All Saints in London, Ilse Jacobsen in Copenhagen and Nikita in Iceland. I studied fashion design in Copenhagen and furthered my studies in London and Milan. I have always loved to travel and explore new places and cultures.

When my son was born, I was looking for stylist clothes for boys and decided to launch a fashion line for children.

pepe&nika presents interview with Helga Ólafsdóttir founder of iglo+indi kidsbrand from icelandHelga Ólafsdóttir loves to travel and to explore new places

What does iglo+indi mean and how did you find the name of the label?

Initially, our brand was called Ígló and it was a little cartoon figure who was a boy. We then added Indí when my daughter Indíana was born and the brand was called Ígló & Indí. When we grew more internationally, we decided to simplify it and here we are: iglo+indi.

How would you describe the style of iglo+indi and what is unique about your label?

We love to combine design, practicality and comfort and make clothes that kids themselves love to wear. All our illustrations are first hand-drawn on paper and later combined with beautiful colours and fabrics as prints. They are all unique to iglo+indi and are hand-drawn by our in-house illustrator Karitas Palsdottir, who has been with iglo+indi for six years.

Where are the materials from and where do you manufacture?

We manufacture all of our clothing in Portugal, in family owned factories. We have a very close relationship with our manufacturers and our main line is entirely made from organic materials. 

What do you like the most about making fashion for kids?

I love to see kids in my designs, I am so proud every time I see a little iglo+indi kid. I believe that all children are artists who see colours, shapes and patterns everywhere. I am constantly inspired by my own children and children I meet and see; I admire their honesty purity, humour and their natural joy of life. I am also very grateful that I can spend time with my children and have a career that I love.

pepe&nika presents interview with Helga Ólafsdóttir founder of iglo+indi kidsbrand from icelandHelga Ólafsdóttir with her little daughter Indíana

Where do you get the ideas and inspiration for your collections from? What will be your AW 17/18 collection about?

My inspiration comes from the Icelandic nature, music and the children around me.

For Autumn/Winter 2017, I drew inspiration from the early 90’s, when teenage rebellion was at a high with a grungy music and fashion scene. I listened to a lot of Nirvana and The Sugarcubes, with Björk who was their singer. They were very much themselves, authentic and perfectly imperfect.

People immersed themselves in their style and music and expressed their creativity exuberantly. The collection is a little rock with a twist of independence. The main prints are of stars, cats, wolfs, tigers and camo, and has misty colours of moon, caramel, dusty pink and the northern sky.

What other kids label do you admire (next to your own of course)?

I am a big fan of Gucci, Chloé and Bonpoint.

Where do you see yourself and your label in three years from now? 

I love to grow iglo+indi and we have a strong team and infrastructure in place to conquer the world 🙂 In the office, we are all working moms and our company culture is very family-driven, which I would love to keep this way even though we are growing fast.

pepe&nika presents interview with Helga Ólafsdóttir founder of iglo+indi kidsbrand from icelandHelga Ólafsdóttir

Wow! Thank you so much, Helga, for sharing with us about yourself and your wonderful brand! With bursts of colour and exciting designs, iglo+indi truly makes dressing our kids even more fun than dressing ourselves!

That being said, we have a special deal for all of our readers! Use a coupon code PEPEANDNIKA to get a 20% discount when you purchase clothing at www.igloindi.com . Discount is valid until June 15, 2017. So hurry for a first-hand experience of iglo+indi’s cool outfits! We are sure you and your kids are going to enjoy it!

And here is a foretaste of the rocky and playful Autumn/ Winter collection iglo+indi  2017/2018! Yeah!

Pepe and Nika presents iglo-indi Autumn Winter Collection 2017 2018 rock and roll© iglo+indi AW 17/18

Pepe and Nika presents iglo-indi Autumn Winter Collection 2017 2018 rock and roll© iglo+indi AW 17/18

Pepe and Nika presents iglo-indi Autumn Winter Collection 2017 2018 rock and roll© iglo+indi AW 17/18

Pepe and Nika presents iglo-indi Autumn Winter Collection 2017 2018 rock and roll© iglo+indi AW 17/18

Nadja Fleischer

About Nadja Fleischer

Nadja (35) is a real Berliner, but absolutely no local patriot. She is the second half of Pepe & Nika and lives together with her son Pepe (4) in a 2-room apartment in children-friendly Prenzlauer Berg.

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