Reykjavík Grapevine - sept 2020, Qupperneq 31

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Best Clothing Store
Hildur Yeoman
Skólavörðustígur 22
Hildur Yeoman has dressed everyone
from R’n’B goddess GDRN to the swan
lady herself Björk to recent Grammy/
BAFTA/Emmy/Oscar award winner
Hildur Guðnadóttir. She’s a patron saint
of Icelandic fashion, known for her
dreamy patterns, lush textures, spac-
ey body-cons, and beautiful tailoring.
Her hole-in-the-wall Skólavörðustígur
store is no exception, hosting not only
her eponymous brand but Vanessa
Mooney jewellery, bright candles, and
more. “Her stuff is expensive but it’s
timeless. Moreover, Hildur is often in
the store, so you can chat with her
about the items and she will help
you style it,” one panel member said.
“Where else can you find that?”
Runners-Up
Geysir
Skólavörðustígur 7 & 16
You can’t talk about shopping in
Reykjavík without mentioning Geysir.
The store defines elegance with their
beautiful staple pieces, which manage
to both harken back to the old-world,
Arcadian vision of Iceland while also
being distinctly contemporary and
innovative.
Húrra Reykjavík
Hverfisgata 50 & 78
“Húrra Reykjavík was massively
hyped when it opened and it’s stayed
hyped, but that’s because they know
what they are doing and are good
at it. They’ve stayed fashionable and
relevant,” the panel determined. The
minimalist streetwear/athleisure store
offers two locations—one for men
and one for women—and serves up a
mixed selection of classic items and
trendy cuts.
Previous Winners
2019: Húrra Reykjavík
2018: Kvenfataverzlun Kormáks &
Skjaldar
Best Second-Hand Store
Extraloppan
Smáralind
“Extraloppan revolutionised the
second-hand market in Iceland,”
declared one panellist. “Everyone has
too many clothes and this is the best
way to get rid of them.” The Smáralind
favourite works like a big flea market.
Each booth has a different vendor,
so you’ll never know exactly what
you’ll find at this cornucopia of used
clothing. “It’s an eco-friendly way to
keep your closet fresh,” another pan-
ellist praised. “You’re not importing
clothes. You’re not buying new. You’re
taking what someone else didn’t want
directly from them.” The selection is
notoriously varied, so expect to find
everything from Geysir sweaters to
Adidas tracksuits.
Runners-Up
Wasteland Reykjavík
Ingólfsstræti 5
The Reykjavík take on the Danish
franchise, Wasteland came onto the
secondhand market and quickly dom-
inated. For super á la mode downtown
looks—i.e. cheerleader uniforms, Guy
Fieri t-shirts, and astronaut-esque
jumpsuits—this is the go-to. Though
it’s only been in the city for a year,
Wasteland has already proved it
doesn’t just sell trends, it makes them.
Red Cross
Laugavegur 12b & 116,
Skólavörðustígur 12
Chock full of clothes that’ll either
make you say, “Who on Earth would
wear that?” or “I will die without
that,” the Red Cross stores are great
whether you end up buying something
or not. Profits go to helping the local
community and the shops also accept
donations, so drop off some bags after
you Marie Kondo your closet.
Previous Winners
2019: Hertex
2018: Fatamarkaðurinn
Best Place To Buy A Wool
Sweater
Handprjóna-
samband Íslands
Skólavörðustígur 19
“This is a no-brainer,” one panellist
said, the moment this category came
up. “Handprjónasamband Íslands is
the real-deal. It’s real Iceland. Many
places mass-produce and import
their lopapeysa [traditional Icelandic
wool sweaters] nowadays, but [at
Handprjónasamband], you’re buying
a freshly-knitted sweater directly
from the maker, who is probably a
grandma that poured a lot of love
into it.” Stacked from floor to ceiling
with cosy woolly goodness, the store
offers sweaters, gloves and more, in
every colour of the rainbow. This, dear
reader, is ultimate Ísland.
Runners-Up
Red Cross
Laugavegur 12 & 116 &
Skólavörðustígur 12
The Red Cross is not only the cheapest
option for a second-hand wool
sweater, but it’s also one of the more
unusual spots to pick one up. Racks
of sweaters of various styles and
vintages greet you at the stores, and
while perusing, it’s easy to imagine
you’re snatching up something owned
previously by a Westfjords farmer
named Þórgrímur. Hey, you could be.
Farmers Market
Laugavegi 37 & Hólmaslóð 2
For a more stylish take on the Icelan-
dic sweater, look no further than Farm-
ers & Friends. Their designs update
the traditional lópapeysa into a fitted
and distinctly high-street getup. Pair it
with fitted trousers and you’ll blend in
at any Scandinavian fashion event.
Previous Winners
2016-9: Handprjónasambandið
Best Jewellery Shop
Orrifinn
Skólavörðustígur 17b
Orrifinn is known for their sensual, raw,
detailed and carefully crafted pieces
that manage to be at once timeless
and distinctly modern. Often inspired
by mythology, the beloved store was a
unanimous and instantaneous pick for
this award. “To be frank, it’s difficult to
beat them. Orrifinn has an aesthetic,
a style. The interior and the jewellery
work together. Not to mention, you can
watch them working in front of you,”
one panellist raved. “They truly honour
the craft of jewelry-making.”
Runners-Up
Hildur Hafstein
Klapparstígur 40
Hildur Hafstein is known for her
slightly hippy, slightly witchy vibe—a
lone jewellery shaman within the
Icelandic scene. “She’s doing her own
thing. She doesn’t follow trends. She’s
got a niche all her own,” the panel pro-
claimed, praising her mix of delicate
jewellery with unusual shapes. Stop by
her tucked away Klapparstígur studio
to experience the magic in person.
Aurum
Bankastræti 4
“I’m obsessed. I’d buy absolutely
anything in that store,” one panellist
exclaimed upon mention of the word
Aurum. The store, which occupies
one of the best spots on Laugavegur,
serves up finely-crafted pieces firmly
based in Icelandic nature. “It’s a wild
and woodsy brand that still seems
chic and modern. Again, I’m obsessed.”
Previous Winners
2018-9: Orrifinn