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Vero Moda is the kind of shop where mother and daughter can go and shop together. Their line ranges from very classic and conservative to hip and trendy. When looking for something smart and not too expensive this is a good place to go. Vero Moda has a shortcoming though; one can always expect to meet someone at work or at a party wearing the same dress!
Cosmo has survived in Reykjavík even though the selection of fashion stores has grown rapidly in the last few years. This probably has to do with the fact that Cosmo's clothing is not too expensive. They have a funny mixture of clothes here, ranging from very trashy and distasteful to rather elegant and smart. To find something of good taste here, though, one has to bring a fair amount of patience.
Steinar Waage is a basic shoeshop where you will find what you are looking for. The variety is great. Slippers for old ladies, casual streetwear, stylish boots, sexy stilettoes and more. They are also fair in determining their prices.
Women of the world, eat your hearts out! Icelandic fashion is here to take you by storm. Sleek cuts, sensual, varied fabrics, and styles to flatter the female form will stare alluringly at you from the windows of ELM, on the well-known Laugavegur shopping street. Awarded the 'Tourist Shop of the Year 2004', this charming boutique is set to captivate hearts, as they specialize in designs drawn from the country's vast natural land and seascapes. The Icelandic folk are hard to impress, but ELM's comfortable, trendy outfits are designed to satisfy and flatter.
Ride wild and free with a good variety of clothing and gear found at Ástund. Helmets, whips, books, bags, rugs, saddles; there's everything under one roof. It's a great place for the seasoned rider as well as the hesitant novice to brush up on their riding. Being devoted horse-lovers themselves, they have a breeding section too, where you can watch the beautiful horses being cared for and put through their paces. The staff is extremely warm and forthcoming and a welcome interlude from the hours of manic browsing.
Kronkron stocks designer labels for both men and women. Some of the designers featured here are Roksanda Illincic, Vivienne Westwood, Eley Kishimoto, Camilla Staerk, Tatty Devine and Peter Jensen. Kronkron is a branch of the Kron, the shoe store down the street. They have shoes, accessories and handmade pralines, satin dresses, long johns, etc. in addition to regular clothes. This is a fun one-stop shop for the family where you get what your heart desires.