Vienna’s indie shopping hotspots

A guest post by the team with an eye for the bold and beautiful, the independent shopper’s travel guide, Shopikon:

Ask any Viennese local and they’ll tell you the worthwhile spots in this city are hidden. That’s because the nightlife, the cafés, and the fashion retailers have never huddled together in a few central areas — like in most cities around the world — but have instead scattered themselves all over the city.

Like many European cities, Vienna is experiencing its long overdue gentrification, but resembling a hunched old Viennese dame making her way up a hill with a walking stick, Vienna is taking things at its own pace. Nevertheless, as part of the city’s ongoing rebirth, hotspots of concentrated indie shopping and fashion are emerging. Here are the districts and streets in Vienna to keep your eye on. (Find a handy Jauntful map locating all the stores here.)

Vienna’s Vatican for indie fashion: Neubau 7th district 

The Neubau district is the Vatican when it comes to independent fashion in Vienna, housing the majority of the city’s creative in clothing stores. Located within the boundary running behind Vienna’s museum quarter, up Burggasse to what is known as the city’s “Gürtel” (belt), and down Mariahilferstraße, the city’s main consumerist artery — the area is peppered with indie shopping treats. Especially on streets like Lindengasse, where you’ll find bold fashion and can have your hair styled by some of the city’s most talented hairdressers in WALL, or the upcycled fashion-slash-street art print gallery, Printa.

For those that like their clothes smelling like grandma, or are just simply into fashion from days gone by, check out the vintage fashion store, Burggasse 24. If you have time, we suggest you make a lunch date at the young and fresh feeling café Ulrich, just up the road.

Meanwhile, Kirchengasse has proven recently to be a popular strip amongst young indie fashion designers to set up shop. Its pioneers include the likes of the playful streetwear store for women, Sixxa, and the shop for shoe aficionados ZAP Zapateria.

While exploring the ins and outs of the streets of the district and stumbling across the small stores is highly recommended, if you’re more of a ‘the destination is more important than the journey’ kind of person, check out the map linked above for some helpful tips of stores to visit or see our store reviews from the district here.

The girl next door: Mariahilf 6th district

Skip the popular constipated shopping street of chain stores on Mariahilferstraße, and slip into the side streets of the Mariahilf district spilling down to the city’s main food market, the Naschmarkt. While not as much a heavyweight in indie fashion as its neighbouring 7th district, you’ll be rewarded by some unique discoveries here, especially in the area between Gumpendorfer Straße (a street lined with cafés and restaurants if you’re hankering — our recommendation: a cupcake at Brass Monkey).

Stores we recommend you visit: the independent label We Bandits, the unique jewellery of Charity Akuma, and Polyklammot. Plenty of vintage furniture places can also be found here. Also, keep an eye on the street Esterhazygasse, with the likes of the store / graphic design agency / café Hafenjunge and the shop of beautiful things, Répertoire, settling in there.

An emerging Hip Hipster neighbourhood: Wieden 4th district

This is one district to keep an eye on in Vienna. Already claiming its name as a “Leiwandes Grätzl” (Viennese for “hip neighborhood”) amongst the young and beautiful of the city, it’s also slowly giving birth to another indie fashion hotspot. Along its main street of Margaretenstraße, slotted in amongst funky bars and cafés (ol’ faithful grunge spot, Schikaneder, or the handsome café / bar located just off the main drag, Zweitbester, not to mention the café where you can buy a vintage Italian bike, Radlager) beautiful boutiques such as Unikatessen and Samstag can be found. However, it’s along Schleifmühlgasse that a shopping enthusiast will get their kicks. Don’t miss visiting up-cycling pioneers Gabarage, one of the best vintage stores in Vienna, Flo Vintage, or the local indie designs at Pregenzer.