represents the Icelandic pinnacle of style and quality. We are a family company. We design, produce and sell directly knitted and woven products : hats, scarves, coats and blankets, as well as limited collections of capes and ponchos.

Visitors to our 3 stores will enjoy an exemplary level of care and outstanding personal service. MJÚK means “soft”.  It reflects sustainable design, care about nature and people- and that is our philosophy. All MJÚK products are designed by Anna, one of its owners. You can often meet her at one of our stores. She keeps close contact with the customers to get direct feedback on the designs and quality and to be able to improve them. She also sows many capes and ponchos just on the upper floor of our boutique at Skólavörðustígur 8 in the heart of Reykjavík.  Every piece of MJÚK  knitted or woven collections is always a part of an exclusive limited edition.

As for today TripAdvisor rated us  #3 among all  112 shops in Reykjavik. Please, leave a review about  Mjúk Iceland on Trip Advisor

Our stores are located in the heart of Reykjavik, Iceland:

Skólavörðustígur, 8

Skólavörðustígur, 36

Laugavegur,23  (the famous house with a Viking mural on the main street)

Official distributors:

Seljalandsfoss – a Store next to the famous waterfall in Hvolsvollur


Hús Handanna Art + Design  at Miðvangur 1-3 in Egilsstaðir
Perlan, 105 Reykjavik Öskjuhlíð
Simply Stuga concept store , Tipton, Michigan, USA

Customer support for online store: annamorrislu@gmail.com, +3548320567

Wholesale department: anna@mjukiceland.com