Lost Horse brings a western touch to Icelandic menswear

Friends and designers Halldór Karlsson and Atli Geir Alfreðsson have launched Lost Horse, an Icelandic clothing label selling handmade cowboy hats, shirts and scarves, mbl.is reports.

The pair first began discussing the idea of creating a clothing brand together about seven years ago, when they started working in fashion design. They had long wanted to create a label with a western influence.

They developed the name Lost Horse while studying at the Iceland University of the Arts. Halldór had a red pickup truck and sometimes wore a cowboy hat, creating what he described as a cowboy atmosphere. Although neither man owned a horse or considered himself a real cowboy, they often joked about a “lost horse”.

Lost Horse’s clothing is described as classic menswear with a western touch, inspired by vintage style. The designers say they are particularly inspired by Double RL, Ralph Lauren’s line, and have used a vintage aesthetic in their work.

The company held a pop-up shop at Hafnartorg earlier this month, which Halldór said had gone extremely well.

He also said that a cowboy trend has been growing in recent years, while country music and cowboy influences in popular culture have become increasingly visible. He believes the appeal may be connected to the idea of being on horseback and outdoors in nature.

The company plans to expand its product range before Christmas, including with jeans and T-shirts. Its online store, losthorsestudios.com, is expected to open in the coming days.