Co-founder and previous CEO of luxury fashion e-commerce business Moda Operandi, Aslaugh Magnúsdóttir, re-enters the fashion industry with launch of her very own sustainable fashion brand, Katla.
Katla promises to provide everyday timeless wardrobe staples that benefit the environment. Magnúsdóttir says she has used consumer data to create a sustainable brand that designs pieces that meets the needs and choices of conscious fashion consumers.
The new label is part of a growing trend of fashion brands immersing sustainability into high fashion through using ‘ethically sourced and produced apparel’. Katla will feature a range of tops, trousers, dresses and skirts. The very first collections will include products using regenerated cellulose fabrics, cruelty-free wool, organic cotton and recycled synthetics continuous bases.
In order to guarantee transparency, each product carries its own unique code where customers can use this feature to identify the extent and impact the environment has on that item, to its production process and how it is delivered to the customer. Items will be manufactured in the US through a made-to-order process to avoid the common problem of overproduction and waste.
“Many women consider sustainability to be important when shopping for clothing and yet fashionable options are limited,” said Magnúsdóttir in a statement.
Magnúsdóttir added: “The impact of fashion on the environment is increasingly understood to be a big problem. Katla wants to be part of the solution. We believe clothing can be fashionable and environmentally friendly. We are excited to help women be beautiful and responsible at once.”
Magnúsdóttir is a serial entrepreneur and investor. She co-founded Moda Operandi, which allows customers to “pre-shop” the runway, with former fashion editor Lauren Santo Domingo but she left the business in 2013. She went on to establish Tinker Tailor which ceased operations in 2015.