From Wednesdays through Sundays when walking past Laugavegur 25 you can see a lonely clothes hanger standing outside with maybe a couple of tweed jackets or coats hanging on it. It´s pointing you inside to the cellar of that building. Today I manned up and entered, and boy oh boy was I in for a treat!

Upon entering you see tweed jackets hanging everywhere and it looks as though there is hardly room to breathe in there. The air is dense with tweed, dust and coolness.

The store is run by Jörmundur Ingi Hansen, a former head of the Church of Norse Mythology in Iceland and a real fashion icon. Born in 1940 he is now retired but has this job, running his own store,  to tickle his fancy. Everything about this man screams pure class, his well trimmed moustache, well tailored suit or the shoes that have obviously been taken really good care of.

Here is a picture of Jörmundur in his inauguration to be the head of the Norse Mythology religion in Iceland in 1994.

(„Jörmundur Ingi 1994“ Photograph by Jónína K. Berg, taken from his Wikipedia site.)

I browsed the store which was bigger than I expected and at first glance it was a total chaos, but within the chaos there was some order as Jörmundur explained to me.

Suddenly a gorgeous Burberry coat caught my fancy, Jörmundur was able to tell me the story behind this coat and he didn´t sound too keen to sell and was trying to point out other Burberry coats or even a original Harris Tweed jacket, man oh man, this guy has everything there. I finally persuaded him to sell me the coat for 12.000isk and I was so happy. He made me promise that if I didn´t like it I would bring it back and trade it in. What a nice guy!

He was very happy with me putting this piece on my site but said that I shouldn´t bring too many friends over to him because the place is so crowded with his clothes haha.

That Jörmundur is one cool cat!

So if you get a chance to see him, tell him I sent you, both he and I (for my future purchases) will be oh so happy 🙂