The Saga Sweater: Fjara of Iceland's Colorful Wool Sweater, Made by Varma

The Saga Sweater is the debut piece from Fjara of Iceland, the new wool label founded by travel photographer and content creator Ása Steinars. Made from 100% Icelandic wool and produced in Iceland by Varma, the sweater reimagines the traditional lopapeysa with a bold, colorful twist.

A New Icelandic Wool Label, Rooted in Old Craft

Fjara of Iceland is the newly launched clothing line from Ása Steinars, the Icelandic travel photographer known for her social media presence. Announced in early 2026, the brand focuses on lopapeysur and other wool essentials made from Icelandic wool, built around the idea of everyday pieces that hold up outdoors and last well beyond a single season.

The Saga Sweater is the label's signature style — a modern take on a garment Icelanders have relied on for generations.

Traditional Craft, Reimagined in Color

Icelandic wool sweaters, or lopapeysur, have kept people warm through wind, rain, and cold for decades, thanks to a distinctive double-layered wool that's naturally water-resistant and breathable. The Saga Sweater keeps that traditional knitting technique intact but swaps the classic muted tones for bold, playful colorways — pairings like red and pink, teal and purple, and yellow and teal — bringing a fresh, contemporary energy to a very old design.

The sweater has an oversized, relaxed fit designed for layering, and the brand recommends sizing down for a more fitted look. Because the wool is minimally processed and not chemically softened, it keeps its natural durability and weather resistance — and softens over time as it's worn.

Made in Iceland by Varma

The Saga Sweater is produced in Iceland by Varma, the country's long-running wool factory based in Garðabær. Operating since 1926, Varma works from 100% pure Icelandic wool sourced from local farms, and has built a reputation for producing everything from traditional hand-knitted pieces to large-scale wool projects for artists and international brands.

Having Varma behind production keeps the Saga Sweater grounded in genuine Icelandic manufacturing — the same wool, the same techniques, and the same factory responsible for supplying wool craftsmanship to some of Iceland's best-known creative collaborations.

Where to Buy It

The Saga Sweater is available directly through Fjara of Iceland,

Frequently Asked Questions

What is the Saga Sweater made of? 100% Icelandic wool, knitted using traditional Icelandic techniques and produced entirely in Iceland.

Who makes the Saga Sweater? The sweater is manufactured by Varma, Iceland's long-established wool factory, based in Garðabær.

Who founded Fjara of Iceland? Travel photographer and content creator Ása Steinars founded Fjara of Iceland in early 2026 as her own wool clothing label.

Does the Saga Sweater run true to size? No — it has an oversized, relaxed fit. Fjara of Iceland recommends sizing down for a more fitted look.

Is the wool itchy? Icelandic wool is minimally processed and not chemically softened, so it can feel rougher than typical knitwear. A thin base layer underneath is recommended, and the sweater softens naturally with wear.

What colors is the Saga Sweater available in? Colorways include Red & Pink, Teal & Purple, Yellow & Teal, Purple & Yellow, White & Purple, and Pink & Pink.