In an alley stretching off of Laugavegur, Jón Sæmundur Auðarson’s Dead label has found a permanent home in his store of the same name. The former owner of Nonnabúð and Liborius, Auðarson has taken his label, which began simply with the now well-known handprinted T-shirts bearing the Dead skulls and the Spanish proverb, “He Who Fears Death Cannot Enjoy Life,” and turned it into a major label, one which is retailed to shops in Denmark, Sweden, Germany and Iceland, and is soon to be distributed in America. At Dead, you can get its freshest designs straight from the horse’s mouth.
Auðarson, who is also a well-known painter and sculptor in Reykjavík, designs and prints all items in the Dead label himself. Auðarson also prints T-shirts for The Way Down, the first band signed to Dead Records. His studio, as well as his newly founded record label, Dead Records, is right next door to the shop. Along with staple items from his own label, Auðarson sells April 77, Pleasure Principle, and Licentious as well as tools and T-shirts for self-printing.
Eli Roth and Quentin Tarantino were spotted wearing Dead gear when they visited Iceland last year, and clothes from the line were featured in Tarantino’s latest film Death Proof. VÞ