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Designer and Naked Ape shop-owner Sara María Eyþórsdóttir doesn’t waste any time when a new business idea pops into her head. She and her creative co-workers have established a growing fan-base, both locally and internationally, and to meet the increasing demand for cool clothing they recently opened a new store, ‘Forynja’ on Tryggvagata, located right by the old harbour.
Colourful children clothes as well as flattering dresses hang inside the small shop. The shelves are lined with large pillows, jewellery and cool gift items by up-and-coming local artists and eye-catching designer wear and interior decorations can be found in every corner In ‘Forynja,’ you’ll find something different and original.
The shop is quite small as the bigger part of the building houses the group’s workshop where they handprint various patterns on everything from T-shirts, sweaters and dresses to pillows and bed linen.
In addition to selling their own collection, the selection includes designer wear by young fashion designers. Sara explains that the store is aimed at a bit older clientele than the popular Naked Ape shop. No hooded sweaters and T-shirts will be sold at the new shop, but the focus is instead put on fashionable clothing and accessories for young adults as well as children. Forynja also stocks items such as pillows and bed linen with hand-printed patterns and a unique collection of glass-coasters, made by local artists.

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