Even from the outside, Geysir is a barrel full of eye-candy for the window shopper with a sweet tooth for clean Nordic fashion and indulgently soft fur accessories. Though it sits a mere block up from Lundinn on Skólavorðustígur, Geysir feels a long ways away in terms of quality and aesthetics from its tourist trapping counterpart with no bloated display of stuffed puffins or offensively cheap plastic Iceland flags in sight. 
The interior is equally pleasing, designed by the same creative mind behind other aesthetically applaudable Reykjavík establishments like KEX Hostel and Snaps Restaurant. Its large windows let in the summer light, punctuated by colourful blankets made of pure Icelandic wool. A moose stands in the corner draped with scarves and mittens that can make even the most warm-blooded wish it were winter. A wooden staircase lined with shining Hunter brand boots leads shoppers into its depths, where a basement of beautiful bags, beanies, blouses and more await.
It may have begun with an emphasis on sending the tasteful tourist home with their new staple article of Icelandic wool, but Geysir has broadened its focus. Since a minor re-working of their concept in 2010, Geysir now aims to send, well, everybody home with their new staple article of Icelandic wool. During the summer months the shop is brimming with happy foreign Skólavorðustígur shoppers, and during the off-season, especially around Christmas time, it’s locals. This must be the mark of a well-rounded shop.
The fine designs and hip interior go down easier than a cool spoonful of skyr, but the price tags can give a jolt similar to finding a lump of dark hair in that skyr. But the prices are worth it, Silja Elvarsdóttir assures us from behind the counter, as they reflect the durability of the items. “It’s timeless,” she says, “think of it as an investment. You pay now for something that you will use over and over again for many years to come.” So we say: suck it up and treat yo self.
Never again should a zipper burst trying to fit the smashed beak of a stuffed puffin into a suitcase.
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