Iceland fashion label Gydja Collection announced that it will be donating a percentage of sales from its new male fragrance, VJK Vatnajokull, to the ICE-SAR incentive fund that it founded last year.
The ICE-SAR incentive fund, established by Gydja Collection, is for women in the Icelandic search and rescue team. The fund is intended to help support women in the rescue team, raise awareness of women’s participation in the team and therefore encourage other women to join ICE-SAR.
“We had a special interest in supporting ICE-SAR because of the tremendous work they did during and following the Eyjafjallajokull volcanic eruption last spring,” said Sigrun Lilja, the label’s lead designer and founder.
Sigrun Lilja signed a contract with ICE-SAR at the official unveiling of VJK Vatnajokull earlier this week, which took place on the Vatnajokull glacier. Also in attendance, was the face of the male fragrance, Thorvaldur David Kristjansson, the Icelandic actor also known as Thor.
Gydja Collection’s VJK Vatnajokull, which is made from glacial water taken from Vatnajokull, follows the success of Gydja Collection’s debut perfume EFJ Eyjafjallajokull, a perfume for women which was released last year.
Sigrun Lilja explained, “Well, since the success of EFJ Eyjafjallajokull, I received a number of requests to develop a scent suitable for men; so I decided to delve into creating a fragrance for men using similar identifiable tones to EFJ, but with a sharp, masculine edge. In addition, we wanted a name synonymous with power and strength, and seeing as Vatnajokull is the largest glacier in Europe, we thought that the name fitted the concept perfectly as it encompasses all of those elements of masculinity.”