What began by serving fishermen in the Westfjords village of Suðureyri, where the right clothing was a matter of life and death, has blossomed into a major international outwear brand. Pricey, but a great place to pick up waterproofs, fleeces, and ski gear for all ages. Aside from two downtown stores (the other is at Laugavegur 17-19), it has locations in both the Kringlan and Smáralind malls.