Unnu

What Unnu does

Unnur (legal name UNNURWEAR) is a privately held, founder-owned Icelandic fashion brand founded in 2006 by designer Unnur Fridriksdottir. The company designs, hand-cuts, and hand-finishes in the USA a catalog of eco-conscious luxury accessories — handbags (clutches, oversized clutches, messenger bags, satchels, shoulder bags, totes), belts, bracelets, journals, and keychains — built around a proprietary material technology: sea-leather derived from farm-raised Perch and Salmon skin, paired with Italian leather. The brand's identity ("the waves of the ocean" in Icelandic) and sustainable-fashion positioning target fashion-forward women globally and have been validated by press features in Oprah Magazine, Elle (multiple editions), l'Officiel Singapore, and InStyle, plus a 2007 Innovation Award from the Icelandic Design Center.

The business operates a direct-to-consumer e-commerce model through its own Squarespace-hosted storefront (unnur.com), supplemented by episodic pop-up retail placements at cultural venues such as the LA Phil Store during the 2017 Reykjavik Festival and an Ecohabitude NYC pop-up in 2015. Products are sold as one-time unit purchases with no subscription or licensing component; price points range from $45 (journals) to $495 (totes and messenger bags), implying a basket-weighted ASP in the low-$300s. There is no disclosed wholesale channel, no institutional investor, no parent company, and no management team beyond the founder, making Unnur structurally a lifestyle-scale creative brand rather than a venture-backed growth business.

Revenue, headcount, and financial KPIs are not publicly disclosed. The company has not raised external funding, has not reported material M&A activity, and has not signaled hiring or geographic expansion in the data available. Marketing is conducted through the founder's blog, organic social (Facebook), email newsletter, and earned media — no paid acquisition infrastructure or AI-driven merchandising is evidenced. The combination of founder-only operations, niche sustainable-material positioning, and curated cultural-retail placements defines a brand-led craft business with strong intangible-asset value but limited observable commercial scaling.

Name

Unnu

Legal name

UNNURWEAR

Website

https://unnur.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Unnur (UNNURWEAR) is a privately held Icelandic fashion brand founded in 2006 that designs and handcrafts eco-conscious sea-leather handbags, belts, and accessories in the USA, selling direct-to-consumer to fashion-forward women globally.

Ownership category

akta.pro rank

Product category

Luxury Leather Handbags and Accessories

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Leather and Allied Product Manufacturing (316)

SIC

Leather & Leather Products (3100), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Luxury Handbags & Leather Goods (CRAAAFAD)

akta.pro secondary industries

Luxury Leather Goods & Handbags (CRAKAFAB), Leather Belts & Straps (CRAKAEAD)

Keywords

• Handmade leather handbags
• Sea-leather accessories
• Sustainable fashion goods
• Luxury fashion accessories
• Eco-conscious handbags

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Direct Product Sales: Unnur generates revenue through direct-to-consumer sales of handbags, accessories, and clothing via their e-commerce website. Products include clutches, totes, messenger bags, belts, journals, bracelets, and keychains. All products appear to be one-time purchases with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Unnur (UNNURWEAR) designs and sells handmade, eco-conscious luxury handbags, clutches, messenger bags, totes, satchels, belts, journals, bracelets, and keychains made primarily from sea-leather (fish skin sourced from farm-grown Perch and Salmon) combined with Italian leather. All products are hand-cut and hand-made in the USA, targeted at fashion-forward women seeking sustainable, distinctive accessories.

Product overview

UNNURWEAR is an Icelandic fashion brand founded in 2006 by designer Unnur Fridriksdottir, specializing in luxurious handmade eco-conscious sea-leather handbags and accessories for fashion-forward women worldwide. The product portfolio centers on sea-leather (fish skin from farm-raised salmon and perch) combined with Italian leather, all handcrafted in the USA. The main product lines include clutches (Run, Briet, Mist, Magnea collections), oversized clutches (Katrin line), messenger bags (Svanhvit line), satchels, shoulder bags, totes (Embla and Elisabet lines), belts, bracelets, journals, and keychains. The brand emphasizes sustainable fashion by using fish leather that does not endanger any species.

Differentiator

Problem solved

Functional benefit

Products and services

• Totes Larger handbags including the Embla and Elisabet lines, featuring sea-leather exteriors with Italian leather accents, water/stain resistant cotton lining, and multiple interior pockets. Priced $475-$495.
• Clutches Small handheld clutches in sea-leather and Italian leather across the Run, Briet, Mist, and Magnea collections with multiple color variants. Priced $295-$355.
• Oversized Clutches Larger clutch bags such as the Katrin line, featuring sea-leather with detachable chain or shoulder straps that can be worn multiple ways.
• Messenger Bags Unisex messenger bags like the Svanhvit line, designed to fit up to 17-inch laptops with adjustable shoulder straps and multiple pockets. Priced at $495.
• Satchels Structured handbags with shoulder straps, part of the handbag accessory collection.
• Shoulder Bags Handbags designed to be carried over the shoulder with comfort straps.
• Belts Handcrafted belts such as the Soley Ocean Fish belt, made from Italian leather and farm-grown Perch sea-leather, hand-cut and hand-made in the USA. Priced at $395.
• Bracelets Sea-leather and leather accessory bracelets.
• Journals Leather-bound journals such as the Gisli journal, available in brown and blue colorways. Priced at $45.
• Keychains Small leather and sea-leather keychain accessories.
• UNNURWEAR Clothing High-quality clothing for fashion-forward women, part of the original UNNURWEAR product range founded in 2006.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• LA Phil StoreminorChannel Partner/ Reseller/ DistributorUNNUR was available at the LA Phil Store located in Walt Disney Concert Hall during the Reykjavik Festival from April 1-June 4, 2017, celebrating Icelandic artists.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Anya Hindmarch: British luxury accessories house with a strong focus on sustainability (I Am A Plastic Bag collection, upcycled materials). Broad incumbent: addresses the same luxury accessories customer using alternative and recycled materials, but at global boutique scale.
• Stella McCartney: Established global luxury fashion house built around sustainability and alternative materials. Broad incumbent: addresses the same eco-conscious luxury consumer with handbags and accessories, while operating at much larger scale across apparel, footwear and bags.

Direct peers

• Meli Melo: London-based luxury handbag brand recognized for handcrafted leather totes and clutches in a similar premium price band. Direct peer: small-batch leather handbags, DTC plus boutique distribution, and the same fashion-forward female buyer.
• Pixie Mood: Canadian DTC brand producing vegan leather handbags and accessories with sustainability messaging. Direct peer: alternative-material leather handbags for women at comparable price points, overlapping eco-conscious shopper audience and direct-to-consumer go-to-market.
• Cuyana: Premium DTC leather goods brand targeting women with a 'buy fewer, buy better' positioning and similar price architecture ($200-$500 bags). Direct peer given the same DTC model, premium leather handbags, and overlap in target audience of style-conscious, sustainability-leaning consumers.
• Portland Leather Goods: DTC handmade leather handbag and accessory brand. Direct peer: artisanal leather bags, women-focused assortment, comparable mid-premium price points, and similar direct-to-consumer e-commerce operating model.
• Lo & Sons: DTC premium leather bag brand for men and women with sustainability and craftsmanship positioning. Direct peer: comparable premium leather messenger and tote bags, similar DTC-first go-to-market, and overlapping design-conscious professional consumer.
• Matt & Nat: Canadian DTC brand specializing in vegan and eco-conscious handbags, backpacks and accessories. Direct peer: same sustainable-fashion positioning, similar mid-to-premium price points, and overlapping target customer of fashion-forward women shopping alternative-material leather goods.

Emerging players

• Corkor: Portuguese brand making handbags, wallets and accessories from cork - an alternative, sustainable leather substitute. Emerging player: comparable alternative-material positioning, niche brand identity, and a small product assortment targeting sustainability-driven buyers.
• Watson & Wolfe: British DTC brand making vegan leather belts, wallets and small leather goods for women and men. Emerging player: targets the same eco-conscious fashion consumer with smaller-format leather accessories at premium price points, complementary to Unnur's belt and accessory lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/unnurwear

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Unnu