Shopping
Fashion Fanatics

In Iceland fashion is not important – it’s a way of life. No self-respecting Icelander would be caught dead in last year’s styles. To keep up with the demand of the public, clothing boutique owners have to change out their merchandise quite frequently. This, combined with low overheads, is a perfect recipe for bargains.

High-end goods such as designer labels and fine jewelry are typically 10-35% less expensive in Iceland than in Europe and the US. When you’re shopping for names like Rolex, Movado, Hugo Boss or Max Mara, a little discount goes a long way. And the 15% tax-free refund for tourists on a minimum purchase of 4,000 ISK (approximately $50) is very welcome, too.

Downtown
Right in the heart of Reykjavik you’ll find the two main shopping streets: Laugavegur and Skolavordustigur. Starting at the top of Laugavegur is Gallery Sautjan, where you’ll come across the hippest and trendiest fashions, especially for teens. Farther along, on the left, is one of the most contemporary boutiques in Iceland: GK. This shop carries men’s fashions and accessories hot off the runways in Paris. At its downtown end, Laugavegur changes its name to Bankastraeti, where you will find a collection of fine stores, including Flex, Max Mara and the Saevar Karl boutique, an interiordesign delight with an art gallery on premises. Spakmannsspjarir is a designer boutique selling elegant but unusual fashions from two Icelandic designers.

Leading up from Laugavegur and ending at the Hallgrimskirkja church is Skolavordustigur, one of the most chic shopping streets in the city. It has boutiques, gourmet stores, a furrier, art and craft galleries and jewelry design studios, where Icelandic jewelry designers offer one-of-a-kind pieces made from gold and silver using unusual and beautiful stones such as the Icelandic opal. When you walk away with a creation like this you can confidently say, “It’s the only one like it in the world.”

Under one roof
There are two large shopping malls in Iceland: Kringlan in Reykjavik and the new Smaralind mall in neighboring Kopavogur. The two offer a total of about 225 stores to choose from, with the same quality of merchandise that you find downtown. Alongside the multitude of stores and fast-food eating places in Kringlan there is a cinema, and three-story rockclimbing column – for those who dare. It is also home to Reykjavik’s Hard Rock Cafe. Smaralind too has a cinema, and a TGIFriday’s restaurant. Both malls are easily accessible by bus from central Reykjavik.

Traditional souvenirs
While you can buy just about anything in Iceland, don’t forget to pick up something uniquely Icelandic to take home with you – or as gifts to friends. The classic souvenir is, of course, an Icelandic hand-knitted sweater with its trademark yoke pattern, but Icelandic woolens span a large range from warm hats, socks and mittens to cozy coats and jackets. Sheepskin hats, gloves and coats are also available. Souvenir stores offer a broad variety of Icelandic crafts, ceramics, miniature Vikings, flags, plaques, affordable jewelry, CDs of Icelandic folk, classical and pop music, videos, and books – whether lavishly-illustrated coffee-table volumes, handy souvenir books, or translations of Icelandic literature, ancient and modern. Anything from a novelty key-ring to a splendid gift to treasure.