Þetta reddast: Fall-Winter 2025

“Þetta reddast”?

“Everything will work out in the end.”
That’s the literal translation of this Icelandic expression.

It’s also the starting point of our new collection.

Let’s go back to January 2025.

The Complete Wardrobe

January 15, 2025.
“Atelier SAAD” is born.
Until then, we were operating as a small independent project. That day, we decided to take the next step — to become a company.
Our goal remained the same: to dress tall men.

For this new collection, we wanted to raise the bar and tackle a full wardrobe — pieces for every moment of life: work, outings, and leisure.

It’s something we’ve both dreamed of — opening our wardrobe and finally seeing all the right options there, ready to go.

So we got to work, starting with our favorite question:

What’s the hardest piece to find when you’re tall?
(Spoiler: pretty much everything.)

Surviving Autumn and Winter as a Tall Man

Frustrations and clothing struggles... a familiar feeling when you're 6'9" or 7'10" . The story repeats itself endlessly: an outfit idea, a hopeful search, a potential find — followed by yet another round of compromises.

Jeans that are too short.
A sweater that turns into a crop top mid-winter.
And the leather jacket — the ultimate myth for tall men.

These obstacles multiply as soon as the weather turns cold, when layering becomes essential and choices even more limited.
And let’s be honest — buying the same piece in every color only works for so long.

With all of this in mind, we began our research for this season’s looks.

Sourcing that measures up

Building a complete wardrobe required meticulous work and demanding sourcing.
Each piece had its own story and specific requirements — from leather to denim, from jacquard to cotton poplin, and wool twill.

To bring this collection to life, we traveled across Italy, Portugal, and France, working hand in hand with passionate artisans.

After eight months of research, experimentation, and collaboration, our new pieces are finally here.
Now, it’s time for the next chapter — Iceland, the country that inspired this collection.

Optimism & Resilience

In Iceland, Þetta reddast has become a national symbol of resilience.
It tells the story of a people who have faced crisis after crisis — and who choose to respond with optimism, trust, and adaptability.

Honestly, that resonates deeply with our own entrepreneurial journey.

Because at its core, that’s exactly what this is all about:
learning to see opportunity in every setback, turning challenges into lessons, and moving forward with the quiet certainty that there’s always a way — even when you can’t see it yet.

In just a few weeks, we’ll be sharing the result of this journey — full of challenges, learning, and passion: our very first Fall–Winter collection.

Þetta reddast isn’t just a national saying.
It’s a mindset — one that keeps us grounded, confident, and in motion.
Because somehow, some way… everything always works out.

Photography by Baptiste Fablet