The FO Beanie: How UN Women Iceland and Varma Turned a Wool Hat Into a Fundraising Movement

The FO Beanie (FO húfan) is UN Women Iceland's long-running "Fokk Ofbeldi" ("F*ck Violence") campaign product — an Icelandic wool beanie produced by Varma, redesigned each year to raise money for UN Women's global work against gender-based violence. The 2024 edition, made in collaboration with design studio Helicopter, is light blue with a blue FO logo, and proceeds support UN Women's work in Sudan.

A Campaign Nearly a Decade in the Making

UN Women Iceland launched the Fokk Ofbeldi ("F*ck Violence") campaign in 2016 to draw attention to gender-based violence and raise funds for UN Women's international projects. Each year since, the campaign has centered on a limited-edition wool beanie, deliberately provocative in name and designed to get people talking. Early versions were black with a white FO logo; over the years the colors and materials have changed, but the mission hasn't: every beanie sold funds UN Women programs supporting women and girls facing violence around the world.

Past editions have funded shelters for Yazidi women survivors of sexual violence in Iraq, emergency relief for women and girls in Lebanon following the 2020 Beirut port explosion, and support for women in the Central African Republic. The 2024 beanie's proceeds go toward UN Women's work in Sudan.

The 2024 FO Beanie

This year's beanie is light blue with a pale blue FO logo on the front, and comes in two styles: a short, snug "kollhúfa" cut and a traditional folded-brim beanie. It was designed by UN Women Iceland in collaboration with Helicopter, an Icelandic design studio, continuing the campaign's pattern of pairing a social cause with fresh creative direction each year.

The beanie is knitted from a blend of 20% polyamide and 80% lambswool — a mix chosen to keep the traditional warmth of Icelandic wool while adding extra durability and shape retention.

Made in Iceland by Varma

The FO Beanie is produced by Varma, Iceland's long-running wool factory based in Garðabær, operating since 1926. Varma has become a recurring manufacturing partner for the Fokk Ofbeldi campaign — the initiative has also released a companion pair of FO mittens, made from 100% merino wool and designed by Icelandic knitwear designer Védís Jónsdóttir, also produced by Varma in a limited run.

Keeping production with an established Icelandic wool manufacturer means each year's FO piece is grounded in the same craft heritage the campaign draws attention to — genuinely made in Iceland, not just branded for it.

More Than Merchandise

The FO campaign has become something of a cultural fixture in Iceland, marked each year with a launch event bringing together musicians, designers, and public figures. The 2024 launch featured a performance from singer GDRN and remarks from Stella Samúelsdóttir, executive director of UN Women Iceland, on the situation in Sudan. Öryggismiðstöðin (Securitas Iceland) sponsored this year's campaign.

Where to Buy It

The FO Beanie is sold in a limited run through UN Women Iceland's gift shop, priced at 5,900 ISK, with in-store pickup available at UN Women Iceland's offices in Reykjavík, as well as at Kiosk Grandi.

Frequently Asked Questions

What does "FO" stand for? FO stands for "Fokk Ofbeldi," Icelandic for "F*ck Violence" — the name of UN Women Iceland's long-running campaign against gender-based violence.

Who makes the FO Beanie? The beanie is produced by Varma, Iceland's wool factory based in Garðabær, which has manufactured Icelandic wool goods since 1926.

Where does the money from the beanie go? All proceeds go to UN Women's international projects. The 2024 edition specifically supports UN Women's work in Sudan.

What is the beanie made of? A blend of 20% polyamide and 80% lambswool.

Who designed the 2024 FO Beanie? UN Women Iceland designed it in collaboration with the Icelandic design studio Helicopter.

Is there other FO merchandise made by Varma? Yes — the campaign has also released FO mittens made from 100% merino wool, designed by knitwear designer Védís Jónsdóttir and produced by Varma.