Mariahilfer Strasse is one of the main shopping streets in Vienna. A younger set shops in this area, compared to the city centre. The best-known brands can be found here, from Mango to Weekday. But if you prefer to rummage in smaller shops, then make a detour to Neubaugasse in the 7th district.

Right at the beginning of Neubaugasse, ebenBERG presents chic fashion made from organic and fairly traded fabrics. Right opposite, NFive sells well-known international fashion labels such as Filippa K, Vanessa Bruno and Hope. Maronski, an Austrian fashion label, has also set up shop here. And sophisticated footwear can be found in the store of the Austrian label rosa mosa, where an old craft is given a modern interpretation. The shoes and accessories are mostly produced directly on site in the workshop. In 2023, the label was awarded the Outstanding Artist Award for experimental fashion design, the Austrian State Prize for Fashion. Vivibag shirts, bags and accessories are sewn around the corner on Richtergasse.

The Brillen.manufaktur a couple of steps further along offers limited editions of selected designer eyewear ranging from Paul Frank to ic! Berlin. The legendary Freitag bags made from old truck tarpaulins are available on Neubaugasse in the flagship store of the same name.

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A little detour into an inner courtyard is also well worth it. Wier im Hof offers streetwear for men and women, with everything from T-shirts and sweatshirts to swimwear and socks. You can even find one or two funny outfits for babies here.

At Ina Kent, there are cool bags that can be worn in all sorts of ways. And the right head covering can be found in the Mühlbauer Hat Manufactory – from the fashionable hat to the stylish cap.

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In a pretty corner boutique a bit further along Neubaugasse, designer Lena Kvadrat has opened a shop called Art Point, named after her Austrian-Russian label. And at Bootik 54, sought-after vintage pieces are waiting to be purchased.

There are actually two branches of the Kitsch Bitch Sight Store on Neubaugasse. The store stocks youthful fashion design from Austria, Germany, Italy and Hungary that are a far cry from mass-produced clothing, as well as clothes and accessories printed with funny slogans. Both girls and boys can select from a wide range of sweatshirts, T-shirts, caps and gym bags. There is also smart jewelry, watches and sunglasses.

Handschuhe am Neubau is a charming, small specialty store for gloves of every kind, whether leather, silk or wool, as well as for parasols, Knirps umbrellas, and walking sticks. A typical Viennese store, of which there used to be so very many.