Aslaug Magnúsdóttir launches womenswear brand 'Katla'

By

Gabriella Lacombe

Published
Jan 31, 2020

Co-founder and former CEO of Moda Operandi, Aslaug Magnúsdóttir, has launched the new sustainable, made-to-order womenswear brand, Katla. 

Using consumer data to guide its design process, Katla offers a selection of ethically sourced and produced dresses, skirts, tops and pants made from fabrics like organic cotton, regenerated cellulose fabrics, cruelty-free wool and recycled synthetics. 

Boosting Katla's ethical image via production, the brand has partnered with manufacturers across the U.S. which prioritize sustainable practices and positive working conditions, with all Katla pieces are manufactured via made-to-order or small production runs to eliminate waste.

Finally, each Katla piece includes a code, which allows customers to verify its impact on the environment. 

"Many women consider sustainability to be important when shopping for clothing and yet fashionable options are limited," said Magnúsdóttir, who is the founder and CEO of the brand.

"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." 

Katla will release new pieces on an ongoing basis instead of following a seasonal collection model, the brand said. The brand's debut offering is priced from $90 to $900 and all items are available at katla.com.

The new brand launch comes at a time when sustainability and diversity are key themes driving conversation at the world's most recent fashion weeks, according to a new study from data analytics firm, Launchmetrics.