Bæjarins Beztu Pylsur

◼︎Bæjarins Beztu Pylsur / Food

Bæjarins Beztu Pylsur isn’t just a food stand — it’s an Icelandic landmark. Loved by locals, queued by tourists, and photographed by the world, the brand carries a cultural weight that few eateries can match. 

When they first launched a small merchandise line during COVID, the unexpected sell-through revealed something important: people wanted to wear the BBP story, not just taste it.

In 2024, they reached out with a clear mission — elevate everything. Better garments, stronger design, and a more cohesive expression of who they are. For the first collaboration, they gave our design team full creative trust. That freedom became the foundation for a collection built around Icelandic identity and BBP’s heritage: the “hot bun under the midnight sun,” playful takes on pylsa vs. pulsa, the iconic Kirkjufell silhouette, and a relaxed fit programme tailored perfectly for a brand positioned between Europe and the U.S.

The first drop, created for Christmas 2024, sold out in just one month. The extended collection now sells online and across all BBP locations — including their key presence at KEF airport. Feedback from their team has been overwhelmingly positive, and plans are already in motion to expand the range toward the end of 2026.

A smooth partnership, bold creativity, and storytelling woven seamlessly into product. Together, we elevated an Icelandic icon into a wearable cultural experience.

One standout piece is the Kirkjufell tee — a tribute to the founder, born near this legendary peak on the Snæfellsnes peninsula. It’s also Iceland’s most photographed mountain, making the design both personal and universally resonant. And yes, the red Baywatch-inspired swim shorts, reimagined through BBP’s humour and identity, have already become a favourite.
All rights reserved ©Bæjarins Beztu Pylsur
View Shop ↗
Contact managing sales rep ↗
◼︎ Related work