In a sea of disposable, unsustainably produced clothing, Katla wants to stand out.
Launched late last month by fashion veteran Aslaug Magnusdottir, the San Francisco-based brand seeks to be a force for good in the world—one that not only offers people a more mindful way to dress but also informs them about fashion’s impact on the environment.
Magnusdottir knows fashion more than most. She was the co-founder and CEO of fashion-discovery site Moda Operandi and later the co-founder and CEO of Tinker Tailor, a clothing-customization platform. Before that, Magnusdottir was at luxury e-tailer Gilt Groupe, where she served as vice president of premium products and services. All of these experiences, she told Sourcing Journal, have given her a direct line into the needs and desires of consumers worldwide.
Katla marks Magnusdottir’s return to fashion after a break from the industry, during which she decamped to her native Iceland to develop a sustainable hotel resort on the southwestern coast of “Viking country.” Fashion was never far from her mind, however, and Magnusdottir soon found herself ruminating on sustainability in clothing, the gaps in public awareness and the dearth of options for women who want “beautiful items but still want to have a positive impact.”
“I saw an opportunity to come in both with an offering that would be compelling for people but also [can] increase awareness of sustainability within fashion,” Magnusdottir said.