From Iceland — Fancies: Böðvar Guðjónsson

Fancies: Böðvar Guðjónsson

Fancies: Böðvar Guðjónsson

Published June 15, 2018

Hannah Jane Cohen
Photo by
Art Bicnick

Böðvar Guðjónsson (48) is omnipresent in downtown Reykjavík. You probably know him best as the former figurehead of the KEX empire.

today’s look


  • Red Wings
  • Jeans from Universal
  • Jacket from Universal
  • Sweater from Bahns Reykjavík
  • Watch from Chopard
  • Bracelets made by my son, can’t be bought
  • Pocket-square bought somewhere in Germany

style q&a

Describe your style in 5 words: I can’t really. It’s nothing organised. Casual, streetwear, I don’t know!

Favourite stores in Reykjavík: Kormákur og Skjöldur. That’s the only store I do business with. They have their own design and also brands like Universal and such. There’s a lot of good stuff there.

Favourite piece: A tweed suit from Kormákur og Skjöldur.

Least Favourite Trend: I don’t have one. Everyone has their individual style and the most important thing is that you feel relaxed in the clothes you are wearing. No judgements from me. Just individuality. That’s what is important.

Lusting After: Nothing really. I realised a few years ago that 70-80% of the clothes you have, you don’t wear them. I decided to give a lot of stuff away and right now there is nothing that I feel like I need or want, but that could change tomorrow.

Fancies is a new Grapevine segment where we highlight an individual with supreme style. Know someone with incredible aesthetics? E-mail us at

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