About Tender Habit

Tender Habit is an Icelandic fashion label grounded in craft tradition, a sensitivity to materials, and an interest in form, function, and longevity. The brand develops from the idea that garments should live with the wearer, age well, and retain their value over time.

Behind Tender Habit am I, Ragga Katla Geirsdóttir. I was raised in an environment where craft and fashion design were part of everyday life, and that approach continues to inform everything I do. It shapes how I choose materials, think about construction, and work with the process itself.

I lived and worked in the United States for over two decades as a fashion designer, later adding an online store to my practice, primarily in Los Angeles and for a period in Portland, Oregon. That experience taught me to approach design as a process, from material selection to how a garment lives in use. I moved back to Iceland in 2018 and have in recent years worked within the Icelandic fashion scene.

Tender Habit garments are made from natural materials and produced in Iceland in small quantities. I focus on timeless design, well-considered construction, and materials with both texture and durability. The work is not loud, but built on balance, movement, and details that reveal themselves in wear.

Tender Habit develops continuously rather than following seasonal cycles. The aim is to create garments you will still be wearing in ten years.