Enjoy 2 free articles a month. For unlimited access, get a membership now.

In Iceland, the singer of Sigur Rós might have just cracked the luxury retail code

BOOKMARK ARTICLE

When Jónsi Birgisson needed a name for his freshly formed band, he looked to his newborn sister, Sigurrós. When neither English nor Icelandic could keep up with the intricacies o

Create a free account to read the full article

Get 2 premium articles for free each month