What do people wear in Iceland? Is it all woolen sweaters and rubber boots? Or does the famed creativity of Icelanders extend to their clothing? This guide introduces you to the brands, styles, and shopping spots to check out so you can stay warm and look sharp while on the island.
If you want to get a feel for everyday Icelandic style in action, joining one of the Reykjavik walking tours is a great way to explore the boutiques and designer shops that shape the city’s fashion scene. You’ll see bold street-wear labels, experimental fashion, and eco-friendly outerwear that push Nordic minimalism in new directions.
Icelandic clothing isn’t just about the iconic lopapeysa sweater. Once worn daily by farmers braving winter storms, this patterned knit has become a global favorite. But Iceland’s wardrobe doesn’t end there. Dive in below to discover more about Iceland's clothing culture and the most creative Icelandic fashion houses that deserve a spot in your suitcase.
Why You Can Trust Our Content
Guide to Iceland is the most trusted travel platform in Iceland, helping millions of visitors each year. All our content is written and reviewed by local experts who are deeply familiar with Iceland. You can count on us for accurate, up-to-date, and trustworthy travel advice.
Key Takeaways
- Icelandic fashion is functional, stylish, and deeply sustainable, shaped by harsh weather and a strong design culture.
- Top brands like 66°North, Farmers Market, and Hildur Yeoman blend tradition with innovation, offering thick wool sweaters, statement prints, and high-performance outerwear.
- Reykjavik is the center of Icelandic fashion, home to boutique stores, concept shops, and flagship locations for the country’s best designers.
- You don’t need to sacrifice style for warmth. This guide shows you exactly how to dress smart and where to shop for local pieces you’ll wear long after your Icelandic vacation.
- Get to know 13 Amazing Icelandic Design Projects
- Find out more by reading Shopping in Reykjavík | A Local's Guide to the City's Originals
- Read The Ultimate Guide to Downtown Reykjavík
What Is the Icelandic Fashion Style?
Icelandic fashion is about more than just looking good. It's designed to handle weather that can shift in minutes. Living on the edge of the Arctic means that style always prioritizes function. Clothes here are made to resist strong winds, sudden rain, and freezing temperatures.
It’s also sustainable by nature. Many Icelandic brands utilize local wool, maintain small-scale production, and offer initiatives that allow you to wear your favorite pieces for years. For example, 66°North has a repair and return program that gives new life to old clothes.
You’ll find windproof jackets, warm layers, and innovative fabrics that can endure rain, snow, and sudden cold snaps with ease. Whether you’re joining sightseeing tours or guided glacier adventures, Icelandic fashion keeps you warm, dry, and comfortable without ever sacrificing style. It’s made for the elements but ready for everyday use.
- See also: What To Wear in Iceland: The Ultimate Guide.
Top Icelandic Clothing Brands
Below is a mix of long-established Icelandic brands and newer boutique labels making waves in the local fashion scene. Some of these brands are known for blending functional Nordic design with contemporary aesthetics. Many also emphasize sustainability, drawing inspiration from Iceland’s dramatic landscapes and harsh climate.
66° North
66° North is a long-established premium brand of high-end outerwear. Founded in 1926 in Reykjavik, the company initially made rainwear for fishermen facing the brutal conditions of the North Atlantic Ocean, but it has come a long way since then.
Over nearly a century, 66° North has remained active and innovative, regularly updating its gear with new materials and design improvements. Known for its durability, functionality, and timeless style, the brand is a trusted choice for anyone venturing beyond Reykjavik and into Iceland's wild landscapes.
While their pieces can be on the pricier side, the quality is undeniable, and you truly get what you pay for. If you want to save money, you can join the Guide to Iceland VIP Club and get 20% off your purchase.
Check the 66° North store locations if you plan to shop in person.
KRON by KRONKRON
Photo from Kronkron. No edits were made.
Kron by Kronkron is one of the most playful and colorful names in Icelandic fashion. This brand was founded in 2008 by designer duo Hugrún Árnadóttir and Magni Þorsteinsson. It started with a focus on shoes and quickly expanded into a fashion line known for bold, expressive clothing.
Each piece is designed like a work of art. You’ll find vibrant colors, unique textures, and playful details, such as frills, bows, and layered fabrics. Their clothes feel timeless yet never boring, ideal for those who love to stand out.
Collections include silk dresses, printed blouses, coats, leggings, swimwear, and one-of-a-kind accessories. The brand is also known for its footwear, including heels, wedges, boots, and sneakers.
You can visit their two Reykjavik stores on Laugavegur Street. KronKron features clothing, accessories, and its in-house designs. Kron focuses on footwear with a curated selection of stylish shoes.
- See also: Shopping in Iceland.
KIOSK
Photo from Kiosk. No edits were made.
KIOSK is a standout boutique in Reykjavik, run by some of Iceland’s best-known fashion labels. Brands like AND ANTI MATTER, Andrea Maack, BAHNS, EYGLO, Helicopter, Hlín Reykdal, and others take turns managing the shop, making it a true designer-led space.
The boutique offers a range of clothing, mostly womenswear, with some unisex pieces. You’ll find dresses, sweaters, shirts, and trousers made with care and a strong creative edge.
BAHNS focuses on durable, everyday clothing for active lifestyles, while EYGLO is known for bold patterns and themes drawn from pop culture, crime, and religion. Helicopter brings joy into every collection with playful prints and artist collaborations, and Hlín Reykdal blends traditional craftsmanship with modern shapes and textures.
There’s also Andrea Maack, who creates luxury fragrances that transform art into scent, offering unique sensory experiences. AND ANTI MATTER adds a contemporary edge with designs that celebrate creativity and individuality.
Together, these brands highlight the diversity of Icelandic design, offering everything from functional outdoor wear to innovative artistic expressions. You can visit KIOSK at Grandagardur Street in Reykjavik.
Farmers Market
Photo from Farmers Market. No edits were made.
Farmers Market combines Iceland’s heritage with modern style. The brand creates clothing that mixes traditional country charm and a clean, city-inspired look. Their designs are both timeless and fresh, with a local spirit that also appeals globally.
The collections cater to everyone, including men, women, and kids. Women’s clothing includes outerwear, knit sweaters, dresses, and accessories. The men’s line features jackets, pants, shirts, and cozy knits, while the kids' collection is stylish, comfortable, and durable.
Beyond clothing, Farmers Market also offers Icelandic music and books. The brand celebrates national identity through every product it makes. It’s the ideal choice if you love authentic Icelandic culture and want to wear it proudly.
You can find two Farmers Market stores in Reykjavik. One is located at Laugavegur Street, and the other is in the Grandi Harbor.
Herrafataverzlun Kormáks & Skjaldar
Kormákur & Skjöldur is a leading name in Icelandic menswear, known for its classic tailoring, quality fabrics, and timeless style. Founded in 1996, the brand combines traditional craftsmanship with a modern perspective on design.
Their store, Herrafataverzlun Kormáks & Skjaldar, offers a wide selection of suits, shirts, coats, knitwear, and accessories. The collection features both in-house designs and carefully selected pieces from heritage brands such as Barbour and Filson.
The space is welcoming and well-organized, with staff who offer thoughtful guidance without pressure. The store has built a loyal following among Icelanders and visitors alike for its blend of understated style and craftsmanship.
You can visit Herrafataverzlun Kormáks & Skjaldar at Laugavegur Street in Reykjavik.
STEiNUNN Boutique
STEiNUNN is a standout name in Icelandic fashion, renowned for its elegant design, creative details, and expert craftsmanship. The brand was founded in 2000 by Steinunn Sigurðardóttir, one of the country’s most respected designers.
Steinunn is the first Icelander to study at Parsons School of Design in New York. She worked with top global brands, including Calvin Klein and La Perla, before starting her label. Her background in high fashion shows in every collection.
Knitwear is at the core of this brand. Steinunn learned to knit at age nine from her grandmother and has turned that tradition into something bold and modern. Her signature cable knits earned her the title “The Cable Queen” during her time in New York.
She often uses unexpected materials, like fish skin, silk, and sheer fabric. These textures reflect Icelandic nature, from snowy landscapes to volcanic rock. Highlights include the Lava Glass Collection, the Black Snow Collection, and the Medallion Collection.
STEiNUNN is more than a fashion brand. It’s also a form of art. Her concept of Rhythm Knitting explores the deeper meaning of "handcraft" in Icelandic culture. She often presents her work in creative spaces and installations.
You can visit the STEiNUNN Boutique at Reykjavik’s Old Harbour.
Hildur Yeoman
Hildur Yeoman is one of Iceland’s most creative fashion designers. Her clothing blends art, storytelling, and nature-inspired style. You’ll find fine fabrics and bold prints in every piece. Many designs are inspired by Icelandic folklore, while others are drawn from her own life.
She often uses traditional craft techniques reimagined with modern fashion design. Her clothes are flattering, feminine, and made to make you feel strong and confident. Hildur also creates jewelry, swimwear, candles, and themed collections. Popular lines include Flora, Transcend, Kokomo, and Riders of the Storm.
Many global artists wear her pieces and have become icons of modern Icelandic fashion. You may recognize her work in videos or on stage worn by Björk, Venus Williams, and Jorja Smith.
You can visit the Hildur Yeoman Boutique at Laugavegur, Reykjavik’s main shopping street.
Another Creation
Another Creation is one of Iceland’s most innovative fashion labels, offering personalized avant-garde designs with a modular twist. Each garment includes elements that can be removed, rearranged, or combined in different ways, allowing the customer to decide how the final piece looks.
The designs themselves tend towards neutral tones like black, beige, and white, with occasional touches of gold. Materials like silk and leather give the pieces a polished, reflective quality.
You can visit Another Creation at Klapparstigur Street in Reykjavik.
The Handknitting Association of Iceland
The Handknitting Association of Iceland is the go-to spot for traditional wool sweaters and high-quality knitting supplies. Founded to support local knitters and preserve textile heritage, the store is known for its craftsmanship and use of 100% Icelandic wool.
Inside, you’ll find classic hand-knitted lopapeysa sweaters in a range of styles, alongside hats, scarves, mittens, and socks. The store also stocks patterns, needles, and skeins of Icelandic yarn for those who want to make something of their own.
Prices reflect the quality and handmade nature of the products. A typical sweater costs around 200 USD, with tax refunds available for travelers.
You can visit The Handknitting Association of Iceland at Skolavordustigur Street in Reykjavik.
Aftur
Aftur is a Reykjavik-based fashion brand founded in 1999 by sisters Bára Hólmgeirsdóttir and Hrafnhildur Hólmgeirsdóttir. Their journey began as buyers for vintage fashion stores, where they recognized the potential in unused, quality textiles.
Aftur embraced slow fashion long before the term became popular. The brand's name means "again," reflecting its mission to recycle and upcycle old materials into bold new designs. They avoid traditional fashion seasons to reduce overproduction and encourage shoppers to "buy less and better."
Aftur has built a loyal local following among Icelanders, known for their experimental approach to fashion. The brand's designs have been worn by internationally acclaimed artists, including Björk and Jón Þór Birgisson (Jónsi) of Sigur Rós, as well as Of Monsters and Men.
The Aftur Boutique, located on Laugavegur Street, is considered a must-visit for eco-conscious shoppers. It is also listed as one of the top Icelandic fashion brands for women.
Magnea
Founded by designer Magnea Einarsdóttir, MAGNEA is an innovative and stylish brand in the world of Icelandic fashion. Since its launch, the label has gained recognition for its knitwear, which beautifully mixes traditional techniques with modern designs.
MAGNEA stands out for its simple shapes, rich textures, and quiet elegance. Each piece reflects Iceland’s natural beauty, with colors like volcanic black and moss green. The brand focuses on slow fashion, using sustainable materials and long-lasting design.
Knitwear is at the center of every collection. Key pieces include wool coats like Greta and Gudrun, knit dresses like Daisy, and cozy staples like the Nina and Ash sweaters. Other favorites include the Noa hat, Daria tops, and Daniela pants, all designed for timeless comfort and subtle impact.
The label has been featured internationally and shown at fashion events worldwide. Visit MAGNEA’s flagship store in Reykjavik or explore their collections online, with convenient international shipping available.
Icewear
Icewear is one of the most popular Icelandic clothing brands, renowned for making warm, comfortable clothes designed to withstand changing weather conditions. It was founded in 1972 as a small knitting factory in a village in North Iceland. In 1984, Icewear became its own brand, focusing on traditional sweaters made from local materials.
Many of their items are made from Icelandic wool, which is special because it’s lightweight, breathable, water-resistant, and naturally warm. It comes from Icelandic sheep that have lived in the country’s harsh climate for over 1,000 years.
Icewear’s motto is “Be warm, be well,” and their clothes really live up to that promise. You’ll find classic wool sweaters, fleece jackets, softshell coats, hiking gear, and even souvenirs and children’s clothing. Their style combines Icelandic tradition with modern comfort.
You can visit over 23 Icewear stores across Iceland, including a large store located on Laugavegur Street in downtown Reykjavik.
Where To Shop for Icelandic Fashion in Reykjavik
When it comes to shopping in Reykjavik, the city center is your ultimate destination. Two main streets stand out as fashion hubs: Laugavegur and Skolavordustigur. These streets offer the best selection of Icelandic fashion stores, from well-known local brands to hidden gems.
Laugavegur is Reykjavik’s main shopping street. Here, you’ll find flagship stores from top Icelandic designers like 66°North, Kron by Kronkron, and Farmers Market. It’s lively and colorful, perfect for a walk and some browsing.
Just around the corner, Skolavordustigur is a smaller, charming street lined with fashion shops. It’s home to places like Hildur Yeoman’s boutique, local favorite KIOSK, and unique Icelandic labels that showcase individual style and creativity.
For the best of Icelandic design under one roof, don’t miss the multi-brand boutiques and concept stores. Spots like Kronkron and KIOSK offer carefully curated selections of clothing, shoes, and accessories by local designers, making it easy to explore the local fashion scene.
Find out more: Shopping in Reykjavik | A Local's Guide to the City's Gems.
FAQs About Icelandic Fashion
Are you curious about what makes Icelandic style so special or how to dress for your trip? Get quick answers to the most common questions about Icelandic fashion, brands, and what to wear year-round.
What is Icelandic fashion known for?
Icelandic fashion is renowned for blending function and style. Designers use weather-proof fabrics, locally sourced wool, and clean Nordic lines. Many also add bold colors and folklore-inspired prints. The result is clothing that keeps you warm in a storm yet still turns heads at cafes in Reykjavik.
Which are the most famous Icelandic clothing brands?
Some of the most popular Icelandic fashion brands include:
66°North — high-quality jackets and outerwear made for Iceland’s weather
Icewear — traditional wool sweaters and outdoor gear clothing at affordable prices
Farmers Market — a mix of countryside style and modern design
Hildur Yeoman — colorful, feminine clothing inspired by art and stories
STEiNUNN — soft, elegant knitwear made with great care
Kron by Kronkron — bold clothes and eye-catching shoes
Magnea — simple, stylish knitwear made from eco-friendly materials
Aftur — creative fashion made by reusing older clothes and fabrics
Is Icelandic fashion sustainable?
Yes, sustainability is a key part of Icelandic fashion. Many designers utilize locally sourced wool, prioritize small-batch production, and avoid fast fashion trends.
Brands like 66°North offer repair programs to extend the life of their products, while others, like Aftur, create unique designs by upcycling old textiles. The result is a fashion scene that values quality, longevity, and reducing waste.
What should I wear in Iceland during winter or summer?
During winter in Iceland, layering is essential to stay warm and dry. Start with a base layer, then add a thick wool sweater and an insulated, waterproof jacket. Thermal pants, waterproof boots, gloves, and a warm hat will help you stay comfortable in cold and snowy conditions.
In the summer, temperatures are milder, but the weather can still change quickly. Light layers, a fleece or knit sweater, and a windproof jacket are ideal. Quick-drying pants and waterproof shoes will keep you prepared for sudden rain or cool winds.
No matter the season, always pack layers that can be easily removed indoors, as buildings in Iceland are well-heated.
Discover the Best of Icelandic Fashion
Icelandic fashion is about more than just staying warm. From bold prints and handcrafted knits to sustainable, weather-ready gear, local designers create clothing that combines practicality with strong visual style.
Whether you're walking through Reykjavik’s streets, hiking on glaciers, or exploring the coastline, there's an Icelandic fashion brand made exactly for your adventure. You don’t need to sacrifice comfort to look your best. In this country, function and fashion go hand in hand.
That wraps up our guide to Icelandic fashion and clothing brands. Did you discover a new favorite designer? Do you have a go-to Icelandic piece that you wear everywhere? Tell us about it in the comments below!
