"HE WHO FEARS DEATH CANNOT ENJOY LIFE"

It is an unlikely slogan but one that has served Jón Sæmundur Audarson well.
The Iceland native is an artist and proprietor of Nonnabúd , a boutique/gallery that opened on the artist's birthday, on the 16th of June 2003, in downtown Reykjavík. The store got off to a fabulous start and has already relocated to bigger premises in the same area. Shortly after the opening, eye-catching skulls among other motifs started popping up everywhere and people began to take notice.

Jón Sæmundur has used his graphics on everything from t-shirts to ties under the trademark Dead. He considers most his Dead clothing as visual art; even though it is art ‘meant to be worn’ it can just as well decorate the living room wall.
Jón Sæmundur, a graduate from Iceland Academy of Arts and Glasgow School of Art MFA, has been active in the Icelandic art scene ever since he graduated in 2001. His art consists mostly of sculptures, paintings and video works, which he sometimes combines into larger installations. Jón Sæmundur has had several shows in Iceland and abroad.

Dead is not only a trademark; Dead has an important role in the art of Jón Sæmundur and a matter close to his heart. In 1994 the artist was diagnosed HIV positive. Through Dead Jón has been trying to open people’s eyes to the disease and the unnecessary fear and prejudice surrounding it.

Dead is continually developing and in July 2007 a new Dead shop opened on Laugavegur 29, in front of Jon's studio. The studio is furthermore the nervecenter of the Dead Records label, founded to promote essential rock records, as part of the Dead design tapestry.

Dead Records' first offering is the 'See You In Hell' mini album, featuring The Way Down, a 3", 9 song jab into skewed and distorted pop territory. Published on the opening day of the Dead store, the record will be followed by a single featuring Naflakusk, a teenage art pop collective currently the subject of much attention in Iceland. Naflakusk's debut offering is due for release in early December 2007.

Jón Sæmundur is currently working on a full unisex clothing-line which will be avaiable early next year. Some of the Dead clothing has appeared in films like Quentin Tarantino's, "Death Proof" & Eli Roth's "Hostel II"

“He who fears death cannot enjoy life” - the concept is Dead and alive.

"Journey's end" from the show "Can this be me?" in Akureyri, Iceland, 2007.

"Golden Frost" from Brian Jonestown Massacre's latest album, "My Bloody Underground".