The journey started in 2018. During a fateful road trip to the beautiful church named Strandakirkja (seriously, it’s so pretty, you should check it out), Dave threw out the brilliant – and super original – idea to rent the expensive outdoor clothing to people like you! Sveinbjörn, who recently graduated from The University of Iceland went to work on a business plan and after many coffee breaks and discussions in the local public pool, they somehow managed to put this all together. How these two got any work done at all, we’ll never know.