Lastashop’s POP UP in New York

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LASTASHOP POPS UP IN NEW YORK Icelandic and Nordic Design Showcased in Nolita. Lastashop has its first freestanding pop up shop, bringing cool Icelandic and Nordic style to town.  “Icelandic fashion is experimental, cool, and just perfect for New York.,” said Helga Olafsson, CEO of Lasta.

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The pop-up will last for two weeks, and is sponsored by the Consulate General of Iceland in NY and the country’s tourism council, Iceland Naturally. As hive for concept design and global inspiration, Lasta chose New York to introduce Nordic style to the US, with a goal to connect both online and physical shopfronts.   With innovative cuts, playful prints, and modern minimalism, Lasta features both established Icelandic brands and embraces fresh talent with design collaborations. The minimal space will be home to fashion lines including Mundi,  Absence of Colour, Eyglo, Helicopter, Helga Solrun, Rakel Blom, and Kali- the sought-after collection by Svala Kali, singer of the popular Icelandic synth-pop group with a cult-like following, Steed Lord. Svala Kali is known for her custom performance costumes, and has collaborated on collections with fashion giants including H&M and WeSC. Also featured will be a gallery display of Tolli’s works, one of Iceland’s most prolific painters of his time.

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Interest in Iceland and its beautiful and dark landscape has been building in mainstream media and entertainment, now trending across multiple verticals. The small island country is enjoying the attention- “This is the perfect time to showcase our native talents and have them be discovered. It’s time for the spotlight,” said Olafsson.


Rakel Blom’s collection is colorful and perfect for the summer!

Lasta is the source for hard-to-find Icelandic and Nordic fashion. A veteran of the music and entertainment industry, Olafsson’s well-traveled lifestyle was surrounded by great design, and none of it Icelandic. Born from Olafsson’s frustration in not finding any of the unique pieces abroad that she loved from her native Iceland, she set out to open the world to Iceland’s style.




People in the NEW YORK area — Drop by our POP UP store, we are open everyday from 11am-9pm until May 31st. For more information, visit or contact  


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