Kormákur & Skjöldur

Laugavegur 59

This men’s clothing mecca is the place for the discerning gentleman to outfit himself. The tailor and haberdashery in the basement below Bonus has a wide selection of button downs, blazers, suits, slacks, accessories and more — basically everything you need to be the best dressed in any room. It’s all impeccably high-quality, so you’ll have these pieces in your closet and in rotation for years to come.

Runners-up

ORG

Laugavegur 46

Once upon a time, Org was downtown. Then it was in the Kringlan shopping mall. But now, in addition to Kringlan, it's back downtown in a beautiful space and serving looks for men and women. "It's the go to for my husband’s clothing needs," said one panellist. "When in doubt for a gift for him I always end up there, be it for pants, men's under garments, cozy socks, fragrances. All sustainably made, and a wonderful staff to boot."

Húrra Reykjavík

Hverfisgata 18a

If Reykjavík street-style is catching your eye, it's very likely pieces picked up at Húrra Reykjavík. It has all the trendy and minimalist casual and athliesure wear you need to fit right in with the cool kids, plus Crocs. Because Crocs are a thing.

Previous Winners

2022: N/A

2021: Húrra Reykjavík

2020: Geysir (RIP)

Just like Verzlanahöllin, Hringekjan functions on a model of individuals booking space in the storefront (for up to four weeks at a time), and then standing back and waiting for the money to flow in. What the panel loves about Hringekjan specifically is the likeliness of finding something truly chic. Plus, their catalogue of merch online makes it easy to browse before making the trip to Þórunnartún.

Runner-up

Lóla Flórens

Garðastræti 6, 101 Reykjavík

Why make second-hand shopping a hurried, singular affair, when you can combine it with a luxe lounge moment? You don’t have to choose between the two at Lóla Flórens. “After you’ve sipped a glass of pink champagne you can wander downstairs and find some amazingly curated nuggets,” one panellist shares. “Best of all though is the selection of vintage children’s clothing.”

Previous Winners

2022: Hringekjan

2021: Wasteland

2020: Extraloppan