GuSt

This tiny boutique in the city's main shopping district sells the quality womens fashions of native designer, Guðrún Kristín Sveinbjörnsdóttir. Combining classic stylings with quirky Icelandic design touches, Guorun crafts feminine pieces that are one of a kind yet affordable. (Skirts, handbags, and other items are cut from unique local materials like fish leather.) GuSt's most durably popular line is decidedly wool-centric, not surprising given Iceland's climate. The boutique stocks sweaters, coats, wraps, and cold-weather accessories all made in Reykjavik using Icelandic wool.