Shopping
Ultra Hip and Unexpected

REYKJAVIK MAY VERY well be the best-kept secret of the cosmopolitan shopping enthusiast. Despite rumors that Reykjavik’s an expensive city, its prices are generally on a par with those in New York.

And when it comes to high fashion or designer wear, Reykjavik prices are almost always more reasonable. Add to this the 15% tax-free refund for tourists - off a minimum purchase of ISK 4,000 (near $50 US) - and you may wind up with some excellent buys indeed. Incidentally, price tags in Iceland always include sales tax.

Downtown
Starting at the top of Laugavegur (Reykjavik’s main shopping street), you will find a number of exclusive fashion boutiques. Gallery Sautjan fashion emporium, a little farther down on Laugavegur, carries an extensive range of clothing for men, women and teens. Farther along, on the left, is one of the most trendy fashion boutiques in Iceland: GK. Its Laugavegur shop carries men’s clothing and its Kringlan shop women’s. The shoe boutique 39 Threp offers some of the most stylish footwear in the downtown area, while Kron stocks the trendy Camper line.

Where Laugavegur becomes a street called Bankastraeti there’s a cluster of fine stores, including Flex, the Saevar Karl boutique, an interior-design delight with an art gallery on premises, and Max Mara. But there’s more than just clothes to Laugavegur: accessories, children’s clothes, fine porcelain, leather goods, cosmetics, lingerie, books, CDs and plenty more.

Got art?
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, jewelry design studios, art galleries, and a lot more.

Under one roof
At Kringlan, Reykjavik’s world-class shopping mall, the selection of goods is every bit as diverse as in the downtown area. And designer labels, both American and European, abound.

In front of the store there is a three-story-high rock-climbing column - another hit with the kiddies. Like downtown, Kringlan has excellent fashion boutiques including BOSS, Gallery Sautjan, GK for women, Karen Millen, DKNY, In-Wear, Steinar Waage and Valmiki for shoes.

Of course Reykjavik also has stores specializing in traditional souvenirs, stocking a diverse selection of merchandise including books, crafts, ceramics, jewelry, calendars, sheepskin products - and Iceland’s famous woolens.

Bargain hunters should also check out Reykjavik’s only indoor flea market, Kolaportid.