Travel Iceland, Part I: You're Hot and You're Cold

Words: Johanna Raudsepp

There’s something whimsical about this land. Mountains, black sand beaches, waterfalls around every corner — it looks like a picture out of a fairytale. I am utterly in love with this magical land, and here’s why.

For the most part, Iceland always makes me feel at home. The local people are so lovely, you can’t help but befriend a few. And then you go to sleep at night and realise that the sun never truly sets in July, and you feel like you’re on another planet again. Iceland is a place where fire meets ice. Literally. Because they have volcanoes hidden under massive glaciers. No, I haven’t seen a volcano yet, and I doubt I will, because let’s be honest — they’re rather scary things. But I have seen some pretty neat sights — from glacier lagoons and hotpots, to driving up and down mountain roads between fjords to reach the Easternmost settlement in the country. It is otherworldly, to say the least. 

For a first time visitor, the area around the capital, Reykjavik, is already astonishing — weird lava rock formations covered in soft moss cushioning and soil that is almost black in colour. Suddenly you get a whiff of cabbage farts. It’s disgusting (at first at least), until you know where that comes from. The aroma that makes you wiggle your nose comes from natural hot springs, The Blue Lagoon resort being the most notorious of them all. There the water is milky white and incredibly warm, putting the muscles [you didn’t even know you had] at ease. Plus, you can get a free mud mask. Elsewhere people call them hotpots — every pool has at least one hot pot, which is kind of like a hot tub… but hotter and naturally heated. I love going there, especially after a long, exhausting day. You do have to hydrate yourself properly before and after, because hot water works like a sauna, and you don’t exactly want to shrivel up like a raisin.

They have these hotpots in the nature, too — they are usually called geysers and they are scorching hot. I don’t recommend touching those, but you must have a look at least. The most famous being Geysir, after which all other geysers were named, apparently, is a must-see place. With little geysers bubbling around it, the big geyser shoots up hot water every 10-15 minutes or so. Nearby is Gullfoss, the Niagara Falls of Iceland, sitting like a staircase in the Hvita river canyon and making a lot of noise. The enormity of the waterfall is astonishing to me, because it makes me feel like a puny human. The water’s brute force is enough to swipe away rock and create a canyon. Compared to that, any human activity seems minuscule. That is something that stands out all over the island — it feels so untouched by human activity, to a point where a town of 1000 is considered a relatively big settlement. Sometimes the only signs of life you see for miles are sheep and tourists. Tourists and sheep. For miles. 

This untouched corner of the Earth offers a plethora of amazing views and activities. It is possible to see the entire island in about a week, if you wanted to. There’s something for everybody — you can take a day-tour around the Golden Circle, go on a roadtrip with your mates or do something more extreme, like ATV tours, helicopter rides, glacier hiking, or even whale watching. My most extreme encounter has been a motorboat trip on a glacier lagoon, Jökulsarlon. There’s something about fast boats and ice cold water I don’t particularly enjoy — but it was tons of fun. I even managed to see a piece of glacier breaking off with a thunderous noise, splashing into the icy water below. In such moments you forget that there is time and space, and you simply stare in awe. You stare in awe. 

The White Label Project: Connecting Sustainable Scandi Luxury With Honest Prices

The White Label Project is a Norwegian online concept store connecting clean-cut, sustainable luxury staples with affordable, honest prices. Savant spoke to Nicola, founder of The WLP, who calls people to be just a degree more mindful when it comes to their fashion purchases, without stripping away the glamorous side of shopping. Not all the luxury in the world has to come with an insurmountable price tag…

The White Label Project (Lookbook 2016)

The White Label Project (Lookbook 2016)

What are the key influences that formed The White Label Project?

The White Label started out as a project based on the concept of unbranded goods. We wanted to focus on classic staples that are of luxury quality, but which are not priced according to their brand positioning. [The aim is to offer] classic, clean-cut staples at honest prices. After moving from Shanghai to Norway, I realised that there were many women like me, who wanted key investment pieces, but cared more about the actual quality of the products than brand names. I knew a lot of people in manufacturing and step-by-step started calculating how to make luxury more affordable for everyone. Scandinavian simplicity will also always be a key influence crossed with feminine touches from my days in ballet. 

Why is sustainability in fashion important now?

It is becoming harder to ignore the facts about the change in our climate and environment. We need to be considerate and conscious when it comes to our fashion purchases, instead of being mindless and materialistic. We must realise that the way we live our lives now affects the world and the future of our children.

“We continue to sweep under the rug the traumatic incidents and truths about manufacturing in Third World countries, and hide it behind all those big campaigns and glamour.”

From the viewpoint of you as an insider, who is the key audience for sustainable fashion?

I honestly would have to say young women. I think we now want the future generations to say, 'My mother taught me this..' or 'My mother did this…'. When women hold the majority in purchasing garments in the retail sector and for households, I think that is where we can pinpoint the right audience to educate. It has become quite clear that it will be these women and their choices in consumption that will be passed on to the next generation.

The White Label Project (Lookbook 2016)

The White Label Project (Lookbook 2016)

There are many projects connecting sustainability and something novel in fashion in the Scandinavian region. One could say it has become a wave on its own. What could be the reason behind that? 

Scandinavia has always been ahead of the market when it comes to design and innovation. Personally, I feel that here in Norway people have a deep connection with nature. You don't see forests being destroyed or pollution taking over drastically. It seems like the natural and the artificial world co-exist in a balanced, peaceful way. So it only seems like a natural progression that Scandinavian designers and organisations would venture into sustainable fashion. 

“I try to focus on [calling people to be] more minimal and mindful when purchasing clothes, instead of stripping away the glamorous side of fashion.”

What's the hardest part when it comes to promoting sustainable fashion? What could be done to make it more visible to the everyday consumer? 

I think people have stereotyped sustainable fashion and therefore it is very difficult to change [the idea of it]. I find a lot of brands really marketing it the wrong way. I personally try to approach it in a very gentle and subtle way — I try to focus on [calling people to be] more minimal and mindful when purchasing clothes, instead of stripping away the glamorous side of fashion. 

The White Label Project (Lookbook 2016)

The White Label Project (Lookbook 2016)

Do you agree that honest and ethically made fashion is still on the pricier side compared to its Fast Fashion sister. Why is that? Do you think this could change in the future?

Sustainable fashion will always be more expensive than fast fashion due to using high quality materials and fairly paid workers. Fast fashion companies in general are continually searching for new factories in the developing countries that can provide the low cost of labour. For example, China used to be considered cheap, but now it is well known for providing high-quality garments, too. I do often wonder, what will happen when all these developing countries become regulated. How will fast fashion brands maintain their prices? Bottom line, it won't be sustainable.  

How would you evaluate your competitors in the realm of Scandinavian market?

I don't really have time to think about competition at this point. Instead, I like to focus on the direction that we are heading to. I think you can easily get too caught up with what is happening around you and let it influence you in a negative way, which in reality isn't productive.

“I think we now want the future generations to say, 'My mother taught me this..' or 'My mother did this…’."

Talking about reshaping the fashion industry today, how can we make something that affects us all on a larger scale perhaps more personal?

From my perspective, what is still wrong with the fashion industry is that we continue to sweep under the rug the traumatic incidents and truths about manufacturing in Third World countries, and hide it behind all those big campaigns and glamour. There needs to be more honesty. As consumers, we really need to become more conscious of what we are buying into in the long run.

The White Label Project (Lookbook 2016)

The White Label Project (Lookbook 2016)

What would be your advice for startups who want to do something similar to your project, but haven't had the courage to do so yet?

Always be practical and realistic, but honest. The entry barriers into business these days are low-cost, so you have every opportunity to start.

http://www.thewhitelabelproject.com

From Zevs' Big Oil Splash to Danler's Sweetbitter: Your Culture Guide to August

Go – Mary Heilmann, Whitechapel Gallery. American artist Mary Heilmann’s bright canvases are currently on display at the Whitechapel Gallery. Don’t miss the chance to be inspired by her stunning choice of colour and form. Until 21st August. 

M. Heilmann - Taste of Honey, 2011

M. Heilmann - Taste of Honey, 2011

See: Yerma at The Young Vic. This superb play based on Lorca’s achingly powerful masterpiece stars Billie Piper. A superb performance by Billie, she plays Yerma, a woman driven to the unthinkable by her desperate desire to have a child, an intense modern-day tragedy. Until 24th September. 

Eat – Padella, London Bridge. There’s nothing we don’t love about freshly made pasta. Head over to Padella by London Bridge for their sensational pasta dishes – we recommend the crab linguine with chili and a glass of bubbly. Divine. 

Read – Sweetbitter: A Novel by Stephanie Danler.  This wonderful coming of age tale takes place in the tantalizing world of New York City, a winding journey through the most exclusive restaurants in Manhattan. 

Sweetbitter: A Novel by Stephanie Danler, 2016

Sweetbitter: A Novel by Stephanie Danler, 2016

Visit – Zevs: The Big Oil Splash at Lazarides Gallery.  Hockney’s influence isn’t going anywhere soon. This eerie selection of prints addresses some societal issues using Hockney’s a Bigger Splash. A bit like seeing an old favourite but with a new twist. Lazarides Gallery, London, W1T 1HR. 

Zevs' The Big Oil Splash, Exhibition at Lazaride Gallery, 2016

Zevs' The Big Oil Splash, Exhibition at Lazaride Gallery, 2016

Watch – Watch the Olympics in style at St. Katherine’s Docks.  It may be a million miles away from sunny Rio, but with ice-cold cocktails in abundance and deck chairs we can’t think of anywhere better to be.