In this year’s Best of Shopping, a lot of us had the recent uptick in quickly made and cheaper products on our minds — not to mention that it seems like barely anyone has the dough to afford their entire wishlist.
Nevertheless, we have the chance here to celebrate those who operate their shops with intentionality; we cheer on institutions that don’t drop everything for momentary trends, that champion designers and makers in Iceland, that put care into the items they ask you to spend your money on. Whether you’re looking for a statement piece, a gift, or a souvenir, you can find what we’ve chosen as the best of the best.
Best Fashion Boutique
Andrá
Laugavegur 16
Andrá, who has co-won this title for the last two years, was an emphatic pick by the panel. “They have Scandinavian brands, they have brands from Spain, a very good assortment of prices. I feel like everyone can find something in there,” one panellist put it. Their recently debuted men’s section nearly got a shout-out in Best Men’s Clothing, despite only opening in mid-November. They’re just that good.
Runner Up:
Stefánsbúð
Laugavegur 7
“It has Margiela, which is pretty hot!” one panellist said. With an abundance of hip names in fashion alongside passionate owners, Stefánsbúð offers clothes, perfume, jewellery, and even more. Whether you’re searching for a statement piece you couldn’t get anywhere else in the country or a subtle accessory (like our panellist, who buys his lucky socks there), Stefánsbúð is Reykjavík’s spot for fineries.
Runner Up:
AFTUR
New Location: Ármúli 44
“If you see someone wearing something from AFTUR, it’s like, you know,” one panellist put it. The sustainably minded fashion boutique has stuck to their values — all pieces are recycled fabric and handmade in Iceland, hence the name of the store meaning “again” — and their 101, uniquely cut, goth-adjacent style. Since opening in 1999, AFTUR has maintained their originality and hold on the Reykjavík fashion scene.
Previous Winners:
2025: Andrá
2024: KIOSK & Andrá
2023: KIOSK
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