Iceland Volcano Inspires Creative Eruption from E-label
If there’s one positive aspect that can be taken out of these annoying (yet undeniably beautiful) volcanic eruptions coming from Iceland, it’s fashion.
Watches, designer t-shirts - we wouldn't be surprised if Mt. Eyjafjallajokull has a celebrity fragrance before year's end.
If you like Romain Jerome’s volcanic ash watch, but can’t afford what’s sure to be a one-of-a-kind pricetag for the one-of-a-kind commemorative timepiece there’s now a second option. Icelandic fashion line E-label has decided to show off its patriotism by releasing a long, flowy tee  that features a print of a photo of the ash spewing out of Mt. Eyjafjallajokull. It almost resembles a nightgown, so ladies, we suggest wearing it with leggings (isn’t that always the solution?).
Asta Kristjansdottir, co-founder of E-label, says she was inspired by the volcano and was very quick to commemorate her country:
“We held our first ever Reykjavik Fashion Festival on the first day the volcano erupted so we took that as a good luck sign and sent our design team to the volcano to come back with sketches and photographs of the lava shooting into the air.”
Apparently, Kristjansdottir took this opportunity to change Iceland’s international identity:
“We used to be famous here for Bjork and of course the collapse of the banks but now we think these clothes will be bestsellers!” {BlackBook}
We would commend her statement confidently, except that they don’t seem to be up for sale yet, not even at the UK’s Topshop. But when it is on the market, you can expect it to sell as hot as lava. After all, it’s a trendier, and just overall better, alternative to the dozens of cheesy statement tees being sold online right now that relate to the world crisis: “I survived Eyjafjallajokull and all I got was this lousy t-shirt,” “Volcanoes kick ash,” and the one that tops them all, “Back that ash up.” Yes, seriously. We’d go with E-label, too.
