Okay, they were famous in Iceland from the day their first album came out, but when I took this picture of Skalmold’s Airwaves set in Gamli Gaukurinn in 2012, few people outside of Iceland had heard of them.
My first trip to Reykjavik was for Airwaves in 2012. That fall it seemed like Icelanders wore a uniform, epitomized in Asgeir Trausti’s outfit of ox-blood red skinny jeans, chambray shirt, and beanie hat. He wore that outfit on stage for three of the five shows I watched that weekend. But for the last two shows he had a new sweater.
Later that day I walked down Laugavegur and saw this shop.
It shed a little light on the Reykjavik uniform. Icelanders, like most Europeans, have a sharp sense of style by American West Coast standards. But they don’t have many places to shop. I am not such a fangirl that I went into the shop, so I don’t know how much the sweater cost. (Having gone into a couple of other shops on Laugavegur, I can bet it was more than I would spend on a sweater.) But I might have gone home and bought skinny jeans.