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EXCLUSIVE: Moda Operandi Cofounder Áslaug Magnúsdóttir Returns to Fashion With Katla

Moda Operandi cofounder Áslaug Magnúsdóttir launches direct-to-consumer brand Katla this week, hoping to better match supply and demand for the fashion-savvy sustainable consumer. A few years after cofounding the luxury e-commerce platform known for its data-driven approach and unique ability to pre-order runway looks in 2011, the Icelandic entrepreneur went on to found Tinker Tailor in 2014, ceasing operations just a year and a half later. It may have been too soon and too little financing for the personalized ready-to-wear looks and still nascent on-demand production from Tinker Tailor to land. At its peak, the e-tailer carried nearly 100 designers including names such as Rodarte and Osman. While her expertise is in fashion, she took a step back in the interim and started development on a sustainable hotel in Iceland with a wellness focus, to return to the industry with fresh eyes: “If you look at sustainable brands that appeal to a fashion consumer, it’s still such a small fraction of the overall landscape,” she told WWD. With Katla, Magnúsdóttir will take a more calculated approach. A year ago, she relocated and downsized to San Francisco to focus on a small collection that she describes as “understated and timeless,” an edited number of raw

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