Entering a Fancy Cocktail Party

Spaksmannsspjarir (Wise Men's Clothing) is an Icelandic designer store with women's clothing situated on Reykjavík's main shopping street, Laugavegur. When stepping into the shop you get the feeling that you're entering a fancy cocktail party. Smartly dressed mannequins line both sides of the store as if waiting for something to happen and for more people to join them. The designer duo Björg and Valgerður are the names behind Spaksmannsspjarir, which is one of the most established fashion labels in Iceland.

Spaksmannsspjarir is well known for its casual and sporty yet elegant and sexy style. These are clothes that women of all ages fall in love with, although the main customers are in the age group 25-45. The main idea behind Spaksmannsspjarir's designs is that the clothes are well cut and fit the feminine body while being practical, stylish and unusual.

Björg and Valgerður make approximately two to three clothing collections per year but do not follow the fashion industry's seasonal trends. Instead the items are supposed to last for more than just one season so that the customer doesn't feel like she's no longer fashionable. Therefore the colours normally used for the designs are used year-round. Instead they mostly stick to natural, earthy colours that are always in fashion. The fabrics are mainly also natural, as the designers' favourites are wool, cotton, silk and flax.

At Spaksmannsspjarir you can be fitted from top to bottom: shirts, dresses, trousers, skirts, mittens, hats, etc. Both designers work in-store so personal attention to customers is the norm. You do not have to be afraid that "normal" measurements don't apply to you - Valgerður and Björg can alter the pieces you've chosen at no additional cost.

The designers' vision is to create long-lasting, elegant clothes that make women feel good about themselves. Although they are of course proud that international celebrities such as actresses Drew Barrymore, Uma Thurman, Teri Hatcher and Helen Mirren have all bought clothes from Spaksmannsspjarir, the most important aspect to both Björg and Valgerður is that women in general like their designs.

The main clothes at Spaksmannsspjarir are pricier than the average streetwear since this is no mass production. Yet this is a store for everyone to check out and even less affluent customers can always find mittens, scarves or hats that suit them.

By Laila Pétursdóttir