Entrepreneurs in the Shadow Fire Training

In the chill of a January morning and in the shadow of the city of Reykjavík’s fire drills, Jana Maren Óskarsdóttir and Davíð Örn Jóhannsson, founders of Hringekjan, made a decision that would mark the beginning of the journey that Hringekjan is on today. It was decided to open the doors to Þórunnartún a day earlier than originally planned. This was not only a turning point in Hringekjan’s history, but also a confirmation of the belief that everyone, both city employees and more traditional customers, could find value in choosing second-hand clothes over new ones.

Logos and Symbols That Reflect Sustainability

The Hringekjan logo, which has now been registered as a trademark, reflects the uniqueness and forward-thinking nature of Hringekjan. It represents the recycling and circular economy that the store is built on, as well as a deep responsibility towards the environment and society. With this registration, Jana and Davíð underline the importance of protecting and recognizing the value of the brand.

The Carousel: The Society That Reflects the Cycle of Life

The Hringekjan store has created a space where everyone can find something to suit them. From fine gentlemen and suit-wearing men to young boys in 7th grade, Hringekjan has proven that sustainable consumption can and should be for everyone.

Expanding Ideas: The Carousel Goes Beyond the Land Stones

With an online store in the works and a focus on finding solutions for selling individual products online, Jana and Davíð are showing that sustainable fashion can be shared with an even larger audience. These innovators in sustainable fashion and culture have created a platform for recycled clothing and for music and art, contributing to the empowerment of the cultural scene in Reykjavík.

The Carousel: A Center for Sustainability and Recognition

At Hringekjan, located on the corner of Þórunnartún and Borgartún, you will find a community that lives and breathes sustainability. The recognition from Hugverkastofann, which awarded Hringekjan the title of Brand of the Month for January 2024, confirms the important role that Hringekjan plays in educating and inspiring customers, whether they are locals or tourists, about the importance of sustainable consumption. This honor is not only a recognition of Hringekjan's original approach and commitment to sustainability, but also of their impact in society as a leader in sustainable fashion and as a center for culture and artistic creation. Hringekjan is proof that with a heart in the right place and a passion for sustainability, it is possible to create a unique and impactful experience that reshapes attitudes towards consumption and culture in Iceland.

Hugverkastofan: The clothes go round and round – The carousel is the registered trademark of January