GEO magazine commissioned Lauren Greenfield to photograph the new Iceland that is slowly and steadily emerging four years after its economy collapsed. The country is regaining strength, and in the process it is reevaluating its core values.
“A change in moral character has accompanied the economic lift, expressed through a desire to return to Iceland’s cultural roots and historic identity,” notes the essay that accompanies Lauren’s photos.
“Although the overzealous attitude and excessive consumption that is referred to as ‘very 2007′ still litters the landscape with paved roads leading to skeleton towns and abandoned buildings, Icelanders are revisiting the core values that have defined the country for decades: family, community, environmentalism, the great outdoors, entrepreneurship, and fish. With a devalued currency, fish is the new gold, offering twice its value.”
Here’s a look at some of Lauren’s Iceland photos, along with the tearsheets from her feature in GEO…
Photo by Lauren Greenfield. Jon Gauti Dagbjartsson fishes in his boat Grindjaninn of the south-coast of the fishing town Grindavik, Iceland. Dagbjartsson started working on boats when he was 15 and, being raised in the fishing and boating industry, he believes that fishing is the key to getting Iceland out of the economic mess. Fishing, which has been a huge part of Icelandic culture and its leading export, has become more prevalent in the post-crash environment. The fishing industry is releasing its hold on finishing restrictions and monopolies and opening the industry up to the public in the summer months. Caption courtesy of Lauren Greenfield.
Photo by Lauren Greenfield. Raguar Kristinn Kristjansson, “Raggi”, outside of his bike shop, Rafhjol electric bike shop in Reykjavik, Iceland. Raggi used to own and run Iceland’s largest mushroom farm and company before selling it in 2005 for millions of dollars and buying a Porsche. He was always responsible for his own money and refused bankers when they wanted him to give his money to them. Eventually he got pulled in to the banking arena and ending up losing all his money to the banks. When he escaped his troubles with the bank, with no money left, he had to sell his Porsche and opened up an electric bike shop. Since Icelanders are spending less money on cars and fuel, the electric bike business is presenting itself as a more practical, economical and sustainable alternative to driving. Caption courtesy of Lauren Greenfield.
Photo by Lauren Greenfield. A knitting group, headed by Ragnheidur “Ragga” Eiriksdottir, a well-known knitter, gathers at Cafe Babalu in downtown Reykjavik, Iceland. Formerly a nurse, she now works as a knitting instructor, designer, author and general manager of Knitting Iceland. After the economic crash in 2008, Icelanders reverted back to traditional ways of living, focusing less on personal wealth and more on community and nationalistic activities. Knitting, which has always been a rich part of Icelandic culture, experienced resurgence after the crash and has become a part of the culture again. Caption courtesy of Lauren Greenfield.
Photo by Lauren Greenfield. Sveinbjorn Fjolnir Petursson, as Santa, and his crew of extras practice improv in the lava field between the towns of Alftanes and Gardarbaer, Iceland. Petursson does improvisation theater and sometimes casts extras in movies with the unemployed, infirm and elderly. He became an advocate for the unemployed while he was out of work and created the agency to help other unemployed individuals get work. Caption courtesy of Lauren Greenfield.
Photo by Lauren Greenfield. Valbjorn Valli Hoskuldsson on his fishing trawler Gnupur GK 11 on which he is an engineer, while the trawler is docked for its three-year maintenance. Valli began his career as an engineer on a commercial fishing boat but left the fishing industry to work in banking for a short time before the economic crash. When the economy crashed in 2008, he lost his job in the loan department at Glitnir Bank and went full circle and became a fisherman once again. Hoskuldsson works in the one and one system, meaning he is at sea for one month and has one month off. The boat has two sets of crew so it can fish the entire year. Caption courtesy of Lauren Greenfield.
