It’s hard not to feel on top of the world in Reykjavík—and not just because the Icelandic city is the planet’s most northern capital. It’s minuscule by international standards, but boasts cutting-edge fashion brands, a funky music scene and geyser-hot hangouts. Nearly two-thirds of Iceland’s population of roughly 300,000 lives in the capital, a cluster of colorful houses against an ocean and mountain backdrop. “We face our isolation by being unconventional,” says Jette Jonkers, a budding designer and co-owner of Trilogia, one of Reykjavík’s trendy boutiques on Laugavegur Street, the capital’s only major street, which the locals jokingly refer to as “downtown.” Natives here speak the language of the Vikings. The country’s sole highway, which carves through barren lava fields, will suddenly swerve to avoid a rock formation believed to be inhabited by elves. Jokes Jonkers: “It just shows you how strange this country really is.”
Iceland’s dramatic landscape has shaped its inhabitants’ sense of style. Vintage items are highly prized by locals, who hunt for quirky outfits and colorful looks at Rokk og Rosir (32, Laugavegur) and Sputnik (27, Kaapparstig), two of Reykjavík’s most popular vintage shops. But vintage isn’t the only game in town. Diesel tests its latest denim designs here, and concept stores continue to claim valuable retail space on Laugavegur, which is free of fast-fashion chains. Kisan (7, Laugavegur), for example, sells fashion accessories and baby clothing. Nearby, at Naked Ape (14, Bankastaeti), shoppers can pick up patchwork-like tops in fluorescent colors, listen to the in-store DJ and get their hair cut in the salon in the back. Dead (20b, Laugavegur) offers customized T-shirts by artist and designer Jon Audarson, who has a cult following in Scandinavia. Bad Taste Limited (59, Laugavegur), the production company where Björk started, has an independent music store in the basement where budding bands from across the globe perform. A new Colette-like concept store called 06.10 (60, Laugavegur) will bow in July and will carry leading international fashion labels.
A bubbling nightlife is a national priority in a country that sometimes gets only four hours of daylight. The music and artsy sets sip cocktails at Kaffibarinn (Bergstaoastraeti 1) and Sirkus (31, Klapparstigur), Björk’s former playground. Rounding off the evening is an obligatory trip to the Grey Cat (16A Hverfisgötu) for brunch. City boys and fashionistas head for trendy restaurant/clubs B5 (5, Bankastraeti), Oliver (20, Laugavegur) or Sjávarkjallarinn (2, Adalstraeti), which offers a fresh catch of the hour served with geothermically grown vegetables. Apótek (16, Austurstraeti) serves tasty fusion cuisine. After dinner, the party continues at Rex (22, Austurstraeti), where a plush Baroque decor absorbs humming house music.
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Hotel 101 (10 Hverfisgata) has views of the ocean and snow-capped mountains, and the city’s trendiest bar and restaurant is right downstairs. For some Icelandic-style pampering, head to Nordica Hotel (2, Suðurlandsbraut) for its spa. Hotel Borg (11, Pósthússtraeti), opened in the Thirties, was Reykjavík’s first hotel. Another option, Room With a View (18, Laugavegur), has furnished apartments with bay views.
This article appeared in WWD FAST, a special publication of WWD available to subscribers.