I used to work at a t-shirt store called Dogma in downtown Reykjavík. We’d have one specific rack that had lots of varying, and usually very cool, special prints shipped in from all over the place. Whilst taking stock we never really knew what to call them. Sometimes there would be maybe one or two of the same shirt so ‘Almost one of a kind’ is what got jotted down.

The prints off this rack are what inspired me to want to design my own line of printed apparel so I thought it fitting my label bore the same name, albeit with a little alteration, and so ‘Almost OAK’ was born.

Although this is a side/passion project of mine the process of researching the online sales infrastructure, production, distribution and marketing have vastly improved my offering to clients looking to do something similar.