The best purchase I made while in Iceland wasn’t a beauty product. Shocking, I know. But the minute I walked in to Aftur—a small, quirky, fashion-forward boutique in Reykjavik—I was in love. And knew I was about to blow some serious cash (or krónas, more precisely).
Which I didn’t really have to spend, but that’s beside the point. The clothing that this label creates—all from recycled materials—are INVESTMENTS. Aftur means “again,” and I know I’ll be wearing my gray cashmere sweater coat again and again for years to come. Plus, the compliments I’ve received have made the hefty price tag well worth it.
And there’s a good reason for the cost. No two items are the same. Each piece is carefully crafted by owner Bára Hólmgeirsdóttir, in a studio right next to the shop. Aftur’s motto—recycle or die—is such an awesome mantra. And the service at the store—I was lucky enough to meet Ms. Hólmgeirsdóttir herself—was perfection.
Not to mention that this 12-year-old label has gained a cool cult following—one which includes some of Iceland’s most uniquely stylish musicians (think Björk, Jónsi, and Sigur Rós).
I find it really hard to describe Aftur’s style—it’s so unique and each piece has its own story to tell. So I’ll just show you a picture of my kick-ass sweater coat. It’s perfect for fall, can be worn in a number of was, and is just so f*cking cozy. Like a blanket that can be styled into an incredibly cool covering.
Unfortunately, if you want to buy something from this brand, you have to travel abroad. But what a fantastic reason to visit! Obviously Iceland and I are still in a honeymoon phase–I just can’t shut up about it. But honestly, it’s one of the most wonderful places I’ve ever visited.
Have any of you been to Iceland? Have any thoughts, opinions, or recommendations for my next trip? Would love to hear!
