Flík was born in February 2023 when two former work colleagues, Þórey Rúnarsdóttir and Marta Schluneger, took part in the Icelandic start-up pitch competition, Gulleggið, under the name StitchHero and landed in 3rd place. Since then, they've been on a mission to empower knitters to create the garments of their dreams by building software applications to customize and design knitting patterns.

In Icelandic, the word Flík means garment and is pronounced similarly to the word "fleek" in English. The phrase "on fleek" has recently taken on a colloquial meaning of something being stylish or perfectly suited to a person. And that's what Flík is all about, creating garments that perfectly suit their creator, from customizing fit, to envisioning and creating something entirely new.

They needed a brand identity that would do their vision justice by being stylish and bold, and yet minimalist enough to be flexible and customizable just like the stitches of a knitter.

Their first app is set to launch in the summer of 2024 for iOS and will allow knitters to easily switch out yarns from what's written in a pattern to their desired, perform critical calculations used by creative knitters everyday, and apply those calculations to a project.