"When you have nothing, why not risk everything?"
 
Words from the Israeli-born Sruli Recht, who is soon to open a design shop in Iceland’s “fishpacking district,” a neighborhood on the outskirts of Reykjavík.
 
Recht’s plan and sentiment reflects a larger Icelandic one in which local designers are bypassing the ruing of the day of the infamous October 2008 crash, and instead taking full advantage of the market that has now opened up for them. 
 
Whereas before rent on a street like Laugavegur (Reykjavík’s main shopping street) cost a figurative left arm, now property is affordable for artists to come out in full force and present their work. 
 
What’s more, there now exists a market for their creations as Icelanders are forced to find affordable, stylistic, wearable clothes at home. No more traveling abroad for those cheap forever 21 prices.
 
With stores like Aftur and Fabelhaft replacing what were once supposed to be grandiose commercial centers whose creation became doomed after the crash, Icelanders now have the choice and access to truly shop local. 
 
As Marisa Mazria Katz wrote about in this Saturday’s Time Magazine, “The string of success stories has transformed a design scene once considered frivolous—back when banking was choice—into one of the few sectors driving Iceland out of its economic quagmire.”
 
What’s more, now students at the Academy of Fine Arts fashion school have a venue for unleashing their creativity. Where previously having a fashion degree meant finding work outside the country or finding work in other fields after graduation, Icelandic students are excited and hungry to prove their designs can stand up to a standard of fashion in a country where, let’s face it, almost everyone is always lookin’ good.
 
As Dúsa Ólafsdóttir, co-owner of Fabelhaft shop has said, "Opening now has been the best investment for us." 
 
And aren’t we glad she did! I remember one of my first observations upon arriving in Iceland was the uber coolness everyone seemed to naturally exude. From the hair down to the shoes, every detail seemed precise and what’s more, individual in a country where, quite frankly, access to rare, individual pieces is difficult. 
 
I’ve pondered many times where this individualism comes from, be it the spawning of creativity from this exact lack of resources, some genetic predisposition for creating kick-ass clothing combinations, a mutually societal appreciation for aesthetics and play that just doesn’t compare in the States, where I’m from, or a magical combination of all of the above. 

It doesn’t really matter where it comes from, I suppose, but now thankfully everyone can add a little more designed Icelandic flare to their natural Icelandic-ness.   
 
Hand in hand with this design boom on the streets is the design boom in the very young Iceland Design Center.

Although a government-sponsored platform for exhibitions and seminars that was originally planned out before the crash, the design center is now focusing on how to survive in the future and how to cope with the fact that fashion has become more than an aesthetic advantage and turned into a political statement. 
 
As their own website states: “The purpose of the Iceland Design Centre is to achieve more appreciation of the importance of good design and architecture for society. Its role is to promote design of all kinds as a vital and profitable aspect of the Icelandic economy, and thus to enhance competitiveness and economic gain.”
 
So being fashionable in Iceland is more than just looking good.  It’s being patriotic and helping your land out of its momentary crisis. And don’t you just feel better if you look better? 

For Icelandic inspirations, check out this blog: Reykjavík Looks, where you can track just how uncool you might be in comparison to these trendy Icelanders.

Aina Fuller – ainafuller@gmail.com