Trendy, yet affordable

If you are looking for a place that you can buy a book about Japanese photographs, get a haircut and later walk out not only with a new look but also a brand new sweater, then you needn"t look further because Naked Ape is just the place for you. It is one of the many hidden gems on Reykjavík's Laugavegur and is "located right in the heart of the main shopping district, on the corner of Bankastraeti and Skolavordustigur" as their homepage on myspace says.

Although Reykjavík seems to be overflowing with indie shops and the quality is dispersible that is not the case with Naked Ape. And when you walk inside it feels as if you have walked into somekind of artist's studio from the 80"s with a few trademarks such as splashed walls, pastel coloured clothes and a DJ system in the corner (n.b. many good parties/concerts have been held there).

Yet, there is only one noticeable difference: everything is for sale; including dvds, books, jewellery and cds. But the true genius of this store is the one of a kind prints that they sell on hooded sweaters and t-shirts, including everything from a tacky pink t-shirt that seems to be stolen from Madonna's lost wardrobe to a sweater commemorating the divorce of Brad Pitt and Jennifer Aniston with a lament of "why didn"t it work out?". So, their fashion line is not only rather hip - but just as affordable.

Marvin Lee Dupree