In Mosfellsbaer, a town that is a 15 minute drive away from Reykjavik you'll find the original Álafoss store, one of Iceland's major woollen industry shops. Situated in old factory premises that for decades were the leading manufacturers and exporters of Icelandic woollens, Álafoss is a company that strives towards offering the newest wares along with the traditional Icelandic wool sweaters. The name of the store is derived from the warm waterfall behind the factory that used to drive its mills.
They have recently opened an outlet on Laugavegur 8 as well.
Álafoss exhibits a selection of old knitting machinery and photographs from the early days in homage to its heritage. The store mainly features a wide selection of woollen sweaters ranging from traditional to high fashion, gloves, mittens, caps, scarves and blankets. You can also find accessories, arts, crafts and souvenirs for reasonable prices. Because the prices are ex-factory they are considerably lower than in regular souvenir shops.
Most of the floor space is dedicated to woollen goods but they also display and sell ceramics and other handicrafts by local artists in seperate areas of the store. Álafoss has earned a sterling reputation throughout the years for its hospitality, cozy atmosphere and flexible service. When in Iceland you should seize the opportunity to get a brand new traditional Icelandic wool sweater (lopapeysa), and you'll be sure to find a beautiful one at Álafoss.
The best way to get to Álafoss from Reykjavik is to take road 1 to Mosfellsbaer. When you've passed through three roundabouts and made a right turn at the fourth one you need to drive around 800 meters (2 minutes) until you reach the Álafoss shop.
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"Once you step onto the road, and you don't keep your feet, there's no telling where you might be swept off to" - J.R.R. Tolkien