Víkingur x Yeoman Charity Shirt
A collaboration between Víkingur Reykjavík and the iconic Icelandic women's fashion brand Yeoman, created as a dedicated charity project with 100% of proceeds benefiting Ljósið, a cancer rehabilitation center.
As the creative director, I led the project end-to-end—from selecting the signature pattern alongside Yeoman to directing the campaign photoshoot. The response was unprecedented: a limited run of 300 shirts was produced, with 90% selling out in just 10 minutes and momentarily crashing the online shop. The final 10% was reserved for the launch party at the Yeoman store in downtown Reykjavík, drawing a line of supporters wrapped all the way around the block.
