Reykjavík Grapevine - 27.07.2007, Side 18

B14_REYKJAVÍK_GRAPEVINE_ISSUE 11_007_SHOPPING
Pay Attention!
In an alley stretching off of Laugavegur, Jón
Sæmundur Auðarson’s Dead label has found
a permanent home in his store of the same
name. The former owner of Nonnabúð and
Liborius, Auðarson has taken his label, which
began simply with the now well-known hand-
printed T-shirts bearing the Dead skulls and
the Spanish proverb, “He Who Fears Death
Cannot Enjoy Life,” and turned it into a major
label, one which is retailed to shops in Den-
mark, Sweden, Germany and Iceland, and is
soon to be distributed in America. At Dead,
you can get its freshest designs straight from
the horse’s mouth.
Auðarson, who is also a well-known paint-
er and sculptor in Reykjavík, designs and prints
all items in the Dead label himself. Auðarson
also prints T-shirts for The Way Down, the
first band signed to Dead Records. His studio,
as well as his newly founded record label,
Dead Records, is right next door to the shop.
Along with staple items from his own label,
Auðarson sells April 77, Pleasure Principle,
and Licentious as well as tools and T-shirts
for self-printing.
Eli Roth and Quentin Tarantino were spot-
ted wearing Dead gear when they visited
Iceland last year, and clothes from the line
were featured in Tarantino’s latest film Death
Proof. VÞ
Dead
Laugavegur 29, 101 Reykjavík
Hand screened and sewn, this is one of many designs
available at Jón Sæmundsson’s newly opened Dead
store on Laugavegur. With an attached belt and scarf,
this shirt-dress, which reads “nothing is true, everything
is permitted” suits both body and mind on these warm
Icelandic days. Also available in beige.
Dead, Laugavegur 29
16,900 ISK
Butts are great. A whole book full of butts
is even better. You can pick up this and other
books filled with photographs ranging from the
whimsical to the existential at gallery and store
Fotografí on Skólavörðustígur. The store features
mainly Icelandic artists, whose photographs can
be purchased framed, as well as on postcards,
posters, and even T-shirts.
Fotografí, Skólavörðustígur 4A
3,500 ISK
Kitsch is in. So are hot blondes in bathing suits. Anything
and everything you could ever dream of serving to a
room full of adoring guests looks better when served on
top of a half-naked lady. Plus the seagulls add a certain je
ne sais quoi. Kitchenware doesn’t get much classier.
Fríða Frænka, Vesturgata 3
1,200 ISK
At Fríða Frænka you can find everything but the kitchen sink
to furnish your home with nostalgic flare. The large vintage
boutique offers a wide selection of antiques straight from
your grandma’s house. This rotary telephone alone is enough
to bring you back a few decades, to a time when things had
style first, purpose second.
Fríða Frænka, Vesturgata 3
6,500 ISK
This glossy and tasselled Piano Satellite shirt by April 77
says, “I like to ride horses bare backed on my ranch in
Texas but I also enjoy wine tasting and fine cheeses.” En-
joy it with a toy gun and a bandana.
Dead, Laugavegur 29
16,800 ISK
“Matthías Þórðarson, arts teacher and National Trea-
sure Guard with his pupils, 1909.” Gallery and shop
Fotografí sells historical and nostalgic treasures in the
form of old photographs from life in Reykjavík through-
out the last century. Similar photographs can also be
purchased mounted.
Fotografí, Skólavörðustígur 4A
10,000 ISK
BIRNA CONCEPT SHOP
Skólavöðustigur 2 · 101 Reykjavik
www.birna.net · Tel: +354 445 2020
B ANKASTRAET I 11 , 101 REYK JAV ÍK , TEL . (+354 ) 551 2090 , WWW.SPAKSMANNSSP JAR IR . I S