Kronkron (Reykjavik, Iceland)

I've been meaning to write more about my Icelandic fashion adventures for a while, but somehow got caught up with everything that's been going on in London at the moment. Nevertheless I really want to share a few more cool labels from Reykjavik with you, and unlike the one boutique I already posted about here, the rest of them stray far from the traditional classic designs you often see in most stores around Europe. In fact, if you ever wondered why the likes of Björk seemed a little over the top with regard to their fashion tastes, browsing the local boutiques in the Icelandic capital will make you understand that perhaps they're merely representing local style.

Overview of the store from the entrance (left). A few cute tees on the wall (right).

Kron is a brand that isn't all that uncommon among those who seek individual style. Already available in hip boutiques like London's b Store, the Reykjavik label first started out in 2000 as a small shoe shop that sold a variety of brands including its own products. Borrowing their name from the main Reykjavik supermarket that shut its doors in 1990, the idea behind Kron was to create the city's one-stop place for fashionable footwear. The success of Kron lead to the opening of a second store 'Kronkron' in 2004 which also stocked clothing and a range of accessories in addition to shoes - from the likes of big designers such as Sonia Rykiel and Vivienne Westwood to smaller labels such as KTZ and Wood Wood. The biggest draw however is the house label Kron by Kronkron (confused yet?), which started out as a shoe brand in 1998 and has evolved into a company that designs everything from cute dresses to colorful tights.

A very tempting shoe shelf near the entrance (left) and racks of colorful clothes towards the wall (right).

A closer look at the shoes, which feature cute bows and a chunky heel.

The two people behind both the boutiques and the unique collection of shoes are Hugrún Árnadóttir and Magni Þorsteinsson, who graduated as fashion designer and hair stylist respectively. The fun and colorful shoes are mirrored in the store concept, which according to its owners resembles a confectionery shop, filled with goodies you crave. Upon entering Kronkron, that's definitely the impression you get and that's mostly due to the incredible selection of Kron shoes. For anyone who's unfamiliar with the brand, it's probably best to take a look at some of the photos, though if pressed to find a description, I'd say the shoes portray the ultimate foot candy: fun, colorful, funky, girly and highly addictive - minus the evil calories of course.

Body suits and shorts suspended from giant hangers.

The area near the pillars: feminine dresses and more accessories...

...and shoes of course.

And like little gems, the shoes were displayed on various shelves near the entrance. I can't recall how many styles there were, because I was dazzled by the variety of colors and materials. Trying to distract myself - no easy feat - I decided to take a look at the clothing first and spotted a few familiar brands such as Marc by Marc Jacobs or Acne. Kron's own clothing designs hung near the windows and included adorable dresses with Peter Pan collars and cinched waists that had a distinct retro quality. More dresses were displayed near a large pillar, while other items were suspended from giant faux clothes hangers. I had a quick look at more garments on the racks, but kept returning to look at the shoes or the abundance of accessories on display.

Not just shoes... some of Kron's dresses (left) and tights (right).

More socks and shoes by the window.

For the gents: Boots and brogues.

I should probably also mention that menswear was stocked as well and the selection was fantastic. I was particularly envious of the men's brogues, but considering the ladies have a larger selection of Kron shoes, I can't really complain. Ah yes, the shoes. When I finally did make it to the actual shoe section, I didn't know where to begin. I'll be the first to admit that overly colorful cutesy shoes aren't necessarily my style, but some of the laced ankle boots and wedge sandals did seem to call my name. All designs are conceived in Reykjavik by Árnadóttir/Þorsteinsson and handmade by artisans in Elda, Spain. So while the kooky creations may distract from the workmanship behind these designs, the high-end materials (leather, brushed leather, suede, patent and net) and intricate details will soon make you realize that these beauties are on par, if not superior to some of the luxury goods out there. There were even a few rubber wellies nearby and a stack of CDs, but you'll most likely want to focus on the current season footwear - or better yet, the previous season selection which was on sale. And if you want to take it up a notch, fun socks and tights were available too.

The main shoe area.

An impressive range from the Kron collection... sigh.

And these lovelies were on sale. A shame they weren't in my size.

The great news is that while Kronkron is best viewed in person, the company also has a pretty good online store, which stocks the majority of the labels they sell - but more importantly also offers the Kron line (shoes, clothing and tights). So if you want to inject a bit of fun and whimsy into your wardrobe, yet don't plan on heading to Reykjavik soon, an online browse is highly recommended.

A must in Reykjavik - wellies (left) and some local music (right).

The entrance area as seen from the back (left) and some wall art I spied on my way out (right).

Address: Laugavegi 63B, 101 Reykjavik

Opening Hrs: Mon-Thu: 10:00-18:00, Fri: until 18:30, Sat: 10:00-17:00

Kron Homepage & Kronkron Online-Shop