I'm Icelandic, from this small country where there was very limited access to fashion when I was growing up, and so, for me, it's really important to have a product that's relevant for this global customer.

Having trained as a dancer growing up, I love any dance related events.

We were the first multibrand platform for the customization of designer clothing. And it's great to be a first mover if you manage to pull it off. You can have a great competitive advantage. But if you're quite early, you're learning a lot: both learning as a company, and the customer is still learning.

Designers were saying to me that they didn't have a place to sell their special pieces from the runway.