Patrekur Jaime: Iceland’s Addiction

The reality TV star and social media personality from Akureyri tells all.

Patrekur Jaime has grown from social media influencer to pop culture personality in Iceland.

Finishing the second season of Æði, a reality TV show starring himself as lead, Patrekur Jaime has grown from social media influencer to pop culture personality. The show follows Patrekur and his friends Bassi Maraj and Binni Glee. It shows what life is like for these gay men living in Reykjavik and all the shenanigans they get up to. Season 1 of the show ended with Patrekur leaving the country for Chile where his father’s family comes from. Filming for the second season ended just before lockdown and the episodes aired on Stöð 2 (Channel 2) right as Iceland was experiencing the first wave of cases.

In an interview in February, Patrekur described how the show got started and where all the drama really comes from: “I started to think a lot about a show and wrote down in a document how this could work. I put a picture of it in an Instagram story and Jóhann Kristófer, who is the director of the show, saw it and sent it to me and asks me to come to a meeting. In each episode, there is often a discussion between the friends and often everything boils down to something. I think people look at it and think wow what a toxic friendship it is and yeah it is quite a bit, but at the same time they are my best friends.” The show is currently looking for a fourth member to add to the group for Season 3, which you can submit your information for.

Patti (Patrekur), Bassi, and Binni also host a radio show where they go behind the scenes of every episode on season 2. They also answer audience questions and spill tea on everything you didn’t get to see in the show.
Gay Iceland sat down to chat with Patrekur and get to know him, his show, and his fabulous style better.

How have you been? What has your lockdown been like?
“It’s actually been really nice. I find it nice to just be home, chilling. I really enjoy that a night out is done at 11. You can eat at like 7, go for a drink at like 8, and be home by 11.”

What has it been like making your own reality TV show?
“It’s always been like a dream of mine, especially reality TV. I’ve been a fan of reality TV for a long time. So I always wanted to do my own reality TV show. Now that I’m doing it, it’s like a dream come true. I love like all the Real Housewives shows. I love Jersey Shore and Geordie Shore from the UK, but I find Geordie Shore even better. And I love Big Brother, Celebrity Big Brother. Keeping Up With the Kardashians. All of them.

Æði is basically a reality TV show where you follow the life of a gay person in Iceland and get to know me and my friends a bit better and what we do in daily life. This is the first reality TV show like this in Iceland. When I was growing up I didn’t see any queer content. The first show was maybe Glee, when I started watching it in 7th grade.”

“I find Grindr disgusting. I actually find it a little embarrassing that that’s like the only dating app for gay people because it’s really, really disgusting.”

You went to Chile pre-pandemic, right? How was it?
“I grew up in Iceland but have family from Chile. I went there for the first time when we were finishing Season 1. It ended with me going to Chile. I was there for a couple of months, and it was amazing. It’s soooo different. Everything. Nothing is the same there. The food, culture, everything.”

Bassi, Patrekur and Binni.

And you’re working on a cocktail book that’s coming out soon?
“Yes. I’ve been working on it for close to a year now, it was even part of the storyline of Æði in Season 2. It’s coming out soon. I’m just waiting for covid to be over because we have some events we want to do. The book is 50/50 of original cocktails and more traditional ones. It’s just the cocktails that I usually drink. Some of the drinks people know and some of them are just ones I made up throughout my time of drinking. All of them are a little bit connected with the show. My favorite has to be Skinny Glee Iced Tea, a keto version of a long island iced tea. Binni Glee, from Æði, went on keto and lost a bunch of kilos. So that’s for him. Then we also have one that’s called Æði Special which is tequila, sprite, orange juice, and lime. It’s like my favorite, I used to drink it all the time when I was in South America.”

What was it like growing up in the north of Iceland?
“So I grew up in Akureyri when it was even smaller than it was today. Now it’s gotten so big. But there’s such a big difference living in Reykjavik. I feel like everyone knows everything about everyone in Akureyri. What you’re doing, everything about you. And it’s just a little bit more closed-minded. Like when I go downtown in Reykjavik, clubbing, I can just put on anyyyyything, I wouldn’t even care what I was wearing, it looks good. But in Akureyri, I would think twice or even three times wearing something out there because they’re more closed-minded.

“My fiancé and I met downtown while partying in like 2017 or 2018. And then we didn’t meet for like a year, we were just talking. But then we started going on dates and since the day we met up I haven’t been with anyone else.”

There are a lot of queer people in the north, so we’re always a really tight group. Like my best friends who are in Æði are all from Akureyri. Binni and I were in the same grade school and then the twins have been friends of mine since 2011 when we met doing gymnastics in Akureyri. Binni is my best-bestie. I didn’t face a lot of bullying or harassment growing up there. People treated us really well. Of course, we would hear sometimes here and there “la la la”, but I was never bullied for being gay or didn’t have any friends because I was gay. At the same time, it wasn’t super positive though. It was like people just didn’t say anything. But that’s better than people hating on you [laughs].”

What was the reaction from your family when you came out?
“I think my family always knew I was gay. I have always been very feminine, even though I don’t like using words like feminine or masculine. But still, I was really feminine. When I was younger I would wear make-up. I actually think my family thought I was trans when I was younger because at the time I was always talking like I was going to become a lady. When I came out as gay though, I found how I wanted to be and started wearing makeup without wanting to be trans or non-binary. I’m still just a gay man that likes to dress however I want.

Do you feel the gay community in Iceland is accepting of feminine men?
“In the gay Facebook chat, there’s this one guy who’s said being this girly is just being a character. That it’s something I’ll regret when I get older. But I don’t think the whole gay community thinks that there’s just one person here or there.”

Patrekur mentions the best place in Iceland for more plump and full-looking lips is The Ward with Eva Lísa Ward. For more information about their treatments check out their website here.

Patrekur was recently engaged on Season 2 of Æði, but tells us about the dating scene in Iceland. “I got engaged last summer. I’ve never been big on the dating scene here in Iceland. I’ve never been a fan of it. I find Grindr disgusting. I actually find it a little embarrassing that that’s like the only dating app for gay people because it’s really, really disgusting. I’ve never had a lot of sex with people I don’t really, really know. I’ve never been into that whole thing. My fiancé and I met downtown while partying in like 2017 or 2018. And then we didn’t meet for like a year, we were just talking. But then we started going on dates and since the day we met up I haven’t been with anyone else.”

Would you still consider yourself an influencer?
“I don’t want to be known as an influencer like I used to be because I used to put everything on my story, everything that I was doing, stuff like that, advertising a lot. Although I am a reality TV star and I’m open about everything in my life on TV, I am a bit private. More now than I used to be. I give everything out now, what I get paid for now is to put my life out there on television so it’s like my social media I post pictures here and there but I’m not like putting something there every day and talking to the camera all the time. Sometimes I would have like 6 to 10 promotions in one month. I was doing a lot. It was just everything. Clothes, food, restaurants, medicine, everything. I’ve done a lot of weird things.”

What’s your social media of choice these days?
“I feel like social media is changing a lot. Especially because when I started in 2016 everybody was on Snapchat and Instagram. I feel like I haven’t seen any new influencers in Iceland since 2018. It’s just the same people who are doing things. They’re just the influencers left and that’s why they’re still doing it. There is no room for new people because people aren’t interested in watching someone they don’t know. There are maybe a lot of new influencers on TikTok, but it’s changed a lot.

“I was never bullied for being gay or didn’t have any friends because I was gay. At the same time, it wasn’t super positive though.”

I have like 9,000 followers on TikTok. I used to go on TikTok a lot before Æði, and it was just a joke because it wasn’t a big social media platform at the time. Then Æði came out and now I only post clips from the show there because I never use it anymore. I’m most active on Instagram. Social media is a good way to advertise though. The newspaper of our century is advertising through social media. I think it’s just going to become harder to get an influencer to advertise your things.”

Is social media the best for mental health?
“I definitely think everyone should sometimes take a break from social media here and there because it can mess up your brain, what you’re watching. But I also think social media is just a really good thing. It educates you a lot about things that weren’t talked about before. You can find everything on social media and that can be both a good and bad thing. It’s just like everything, if you do too much it’s just going to be bad. I would want to see more positive things. There is a lot of negativity on social media. The news is so depressing, and some news is just a joke. Clickbait, gossip.”

The Hamburger Factory
- gourmet burgers

Ok. You’re in Iceland. Most likely for the first time.

You will probably bathe in the Blue Lagoon and take a road trip to Gullfoss and
Geysir. That’s all well and good. But neither Geysir’s nor waterfalls are
something you eat. That’s why we have 15 brilliant and creative hamburgers at
The Hamburger Factory. And they are all perfectly square. Don’t miss out on
Iceland’s most beloved hamburgers.

The Hamburger Factory is Iceland’s most innovative gourmet burger chain.
Packed with burger-craving customers since it’s opening in 2010, among the
regulars is Iceland’s best known fisherman, Eric Clapton. In our restaurants we
welcome tourists with our newspaper like menu and smiley service. They are
packed with fun items and memorable connections to Icelandic pop culture.

Locations:

Omnom Chocolate
- award-winning chocolate maker

    Omnom Chocolate is an Icelandic craft chocolate company based in Reykjavík. We produce handcrafted chocolate from organic cacao beans sourced ethically and sustainably. We’ve developed direct relationships to create premium chocolate with fine flavor cacao beans.

    Our creative flavors are carefully crafted by meticulous chocolate makers. The cacao beans are roasted, winnowed, ground, and refined into melty-smooth chocolate.

    Omnom’s process is one of constant exploration, invention, and experimentation. If it doesn’t please us, if something isn’t absolutely delicious, there’s no reason to be doing it. So, we always start with our taste buds and follow our instincts. Our team searches for the finest ingredients in the world and new ways to improve chocolate. This obsession with knowing where our ingredients come from has led us around the corner to dairy farms in the Icelandic countryside and all the way to rainforest cacao farms of Nicaragua.

    In only a few short years, we’ve grown from our 50 sq. m. petrol station space and become an award-winning chocolate maker. Now, with our headquarters in 101 Reykjavík, our chocolate is sent out around Iceland and all over the world.

    At the end of the day, our goal is to make chocolate.

     

    Alfred’s Apartments
    - gay owned an operated

      Alfred’s Apartments and Alfred’s Studios is a gay operated and owned accommodation in the heart of Reykjavik.

      Alfred’s Apartments offers spacious apartments at a good price located just around the corner from Laugavegur shopping street. You can choose the apartment starting from a Small Studio for 2 persons to a large One-bedroom Apartment with balcony for 5 persons.

      Their staff will ensure your comfort during the stay and provide the most updated information about the city, gay and night life in Reykjavik.

      Each apartment has a private bathroom with a shower, fully equipped kitchen and free Wi-Fi. Guests can buy groceries at the local grocery store 50 meters from the apartments. Because of their very central location, numerous shops, restaurants and cafés are available in the surrounding area. The Church of Hallgrimur is located 350 m from the apartments, a tourist agency is just 50 m away and the nearest gay bar is less than 5 minutes walking distance.

      Laekur hostel
      In the hostel we have dorms for 4-8 persons with shared kitchen and bathroom facilities. The rooms are furnished with free internet, lockers, and a USB charger by each bed. The beds have linen provided and you can rent a towel in the cafe on the ground floor for 5 EUR.

      All the dorms are mixed with both genders. You can also book a whole room with 4-8 bunker beds.

      Nasdaq

         

        Nasdaq (Nasdaq: NDAQ) is a global technology company serving the capital markets and other industries. Our diverse offering of data, analytics, software and services enables clients to optimize and execute their business vision with confidence.

        With over 4,300 employees in 39 offices around the world, at Nasdaq we all contribute to the success of the company and its culture, and each one of us has the ability to make a difference. When it comes to our core mission and values, we embrace the role of Diversity, Inclusion and Belonging (DIB) as a fundamental driver of our corporate growth, workplace culture and market development. We strive to create a culture that embraces the power of different perspectives—a culture where people’s unique backgrounds and different experiences helps us fuel innovation and support our clients around the world.

        Our unique position at the center of the capital markets allows us to see firsthand how these values have redefined corporate culture and success, deepening and accelerating our own commitment to champion inclusive growth and prosperity, as we strive to create more equitable opportunities to help people of all backgrounds reach their full potential. Most notably, we published our diversity statistics for the first time in 2020. These metrics serve as a quantitative assessment of where we are today and help determine what strategies we need to adopt to enhance diversity in the workplace. We recognize that we have much work to do, but we are steadfast in our commitment to creating a diverse and inclusive culture—one that reflects the communities in which we live, allows all employees to be their true, authentic selves and fosters individual growth and achievement.

        As we move forward together, we will continue advancing diverse ideas and perspectives that help fulfill the promise of a more inclusive and prosperous world. We aim to set the pace for rethinking capital markets and economies anywhere and everywhere. To learn more about the company, technology solutions and career opportunities, visit us on LinkedIn, on Twitter @Nasdaq, or at www.nasdaq.com.

        Blue Lagoon
        - a world of wonder

        Named by National Geographic as one of the 25 Wonders of the World, the Blue Lagoon is a shimmering expanse of warmth, relaxation, and rejuvenation. Its unique geothermal seawater comes from 2000 meters within the earth where sea and fresh water converge in a tectonic frontier of porous lava and searing heat. Propelled by extreme pressure, the water ascends to the earth’s surface, emerging enriched with silica, algae, and minerals: the elements that endow Blue Lagoon geothermal seawater with its radiant, healing properties.

        From its humble beginnings in the shadows of a geothermal power plant, Blue Lagoon has evolved into a world of wonder, now encompassing a hotel, a restaurant, a luxury lounge, a renowned line of skin care, a research center, in-water massage, and a wealth of spa and refreshment facilities.

        Achieving harmony with the volcanic landscape of Iceland’s Reykjanes lava plain, the lagoon and its surrounding architecture embody the unification of the man-made and the natural, and adhere to the highest principles of sustainability.

        Blue Lagoon. A wonder of the world. A world of wonder.

        Whales of Iceland
        - larger than life

        Whales of Iceland is the largest whale exhibition in Europe (and perhaps even the world), where guests can learn about the giants of the sea in a calm and modern environment. The permanent exhibition features whales like guests have never seen them before. It is truly a giant experience.

        Landsbankinn
        - leading financial institution

        Landsbankinn is a leading Icelandic financial institution. It offers a full range of financial services and is the market leader in the Icelandic financial service sector with the largest branch network.

        The present bank was established on 7 October 2008 but the history of its predecessor dates back to 1886. The bank is owned by the National Treasury of Iceland, which holds 98.2% of its share capital, and other shareholders who own 1.8%.

        Landsbankinn’s strategy is to provide comprehensive financial services that meet customer’s needs. It emphasizes providing exemplary service to customers, developing e-banking for their convenience, increasing the efficiency of support functions, modernizing its technology and ensuring effective utilization of its balance sheet.

        The bank’s vision is to be exemplary and its role is to be a trusted financial partner.

        Special emphasis is placed on promoting a performance-oriented culture in the bank. To follow up on the implementation of this strategy, the bank has defined key goals which are measured regularly to determine progress. These goals include, for example, customer satisfaction and loyalty, profitability, cost efficiency and the correlation between risk appetite and employee satisfaction.

        Landsbankinn wishes to lead the development of a sustainable society in Iceland by integrating economic, social and environmental concerns in its operations. The Bank aims to ensure that both its owners and society at large benefit from its activities.

        It intends to achieve this aim by building solid infrastructure and a strong team of 1.100 employees, by listening to its customers and by respecting and encouraging its employees to actively participate in their community. Landsbankinn was a founding member of Festa, a Centre for Corporate Social Responsibility, and is a member of the UN Global Compact.

        Landsbankinn has been a proud sponsor of the Reykjavik Pride since it was first celebrated in Iceland.

        Aurora Reykjavik
        - northern lights center

          Aurora Reykjavik is a Northern Lights Center situated in downtown Reykjavík at the Old Harbor next to Icelandair Hotel Marina and Vikin Maritime Museum.

          Aurora Reykjavík is Iceland’s first educational and recreational Northern Lights Center where multimedia is used to explain when, why and how the Northern Lights work, with the highlights being large HD projection of the Aurora’s. We also share myths and legends about what our ancestor thought about those mystical lights.

          The Northern Lights Center is for all ages. Children are our favorite guests and we created the exhibition in a way that children can have a look freely and parents don’t have to worry about things being broken.

          Aurora Reykjavik offers a great selection of souvenirs that are designed and made by Icelanders along with nice little coffee corner, where you can enjoy free coffee and tea while browsing through the souvenirs or just planning your next step.

          Contact Aurora

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            Dohop
            - get inspired

            Dohop allows people to find the cheapest flights available with just one click. Founded in Reykjavik in 2004, it is the only Icelandic company of its kind and quickly became the go-to tool for finding cheap flights among the locals. Dohop finds the best deals among hundreds of different airlines and online travel agencies, to make sure that the user is getting the cheapest price. Dohop also offers hotel and car rental search engines, so users can make all of their travel bookings from a single website.

            Dohop‘s specialty is finding so-called “self-connect” flight options, which can save travelers money by booking a ticket through two or more different airlines. The ability to look for these self-connect option is what sets Dohop apart from its competition, as it can save people hundreds of dollars on certain routes.

            More recently, Dohop has developed a unique product called Dohop Go!, which allows users to check for the cheapest available flights from their home airport. This tool is perfect for those who are looking for travel inspiration but are not willing to overpay for their flight ticket. Dohop Go! is now available in the Dohop Flights App, both for Android and iOS, along with its traditional flight, hotel, and car search engines. “

            VSÓ Ráðgjöf

               

              VSÓ Ráðgjöf er alhliða ráðgjafar- og verkfræðifyrirtæki sem leggur áherslu á trausta og faglega þjónustu sem tryggir viðskiptavinum hagkvæmustu lausnir hverju sinni, skilar raunverulegum árangri og stuðlar að samkeppnisforskoti.  Á skrifstofum VSÓ í Reykjavík og í Noregi starfar yfir 80 manna samhentur hópur verkfræðinga og annarra tæknimenntaðra starfsmanna.

              Macland
              - for all your Apple needs

              From starting out as a proper startup with only a good idea and the need to change things, to becoming an established company with 6 employees. Starting from scratch and expanding organically has allowed us to love our expansion and take our customers on the ride with us.

              Macland is located at Laugavegur 23 (101, Downtown Reykjavik)
              For all your Apple needs. We are here.

              Ísey skyr
              - once tasted never forgotten

              Our Story
              Once upon a time, 1,100 years ago in fact, Nordic settlers began arriving in Iceland. They brought with them the skills and knowledge for producing skyr. As time passed, the know-how and recipe for this nutritious food slowly faded out elsewhere in the Nordic region. Luckily, the Icelandic skyr-making tradition continued.

              For centuries, Icelandic skyr formed a cornerstone of the national diet, helping to keep people strong in living conditions that were often harsh. On family farms countrywide, it was the women who nurtured this dairy and passing on both the recipe and the original Icelandic skyr cultures from mother to daughter.

              Ísey skyr builds on this remarkable legacy. It was some of those very same women, the recipients of their mothers’ expertise, who, around 90 years ago, taught Icelandic dairy scientists the art of skyr-making. The production process is more high-tech these days, and the quality standards more rigorous. However, the basic recipe and the use of original cultures to ferment the skimmed milk remain the same. Protein rich, fat-free, creamy and delicious – Ísey skyr is as relevant to consumers now as it was all those centuries ago.
              This is our secret and you are in on it

              You can read more about Ísey skyr on our website.

              Núðluskálin
              - noodle bar

              Núðluskálin is a small gay owned and operated fusion noodle bar.

              All of our courses are individually made from fresh ingredients and therefore highly customisable.
              We offer fully Vegan versions of all courses.
              Though originally a take-away we now seat over 30 people.

              Núðluskálin is located right in the heart of Reykjavík on Skólavörðustígur 8 (street leading up to the big Church) near the junction with Laugavegur (main street).

              Seatours
              - adventure cruise

              Ferry Baldur – the gate to the West fjords
              and VikingSushi Adventure – Bird & Nature watching Tour for everyone all year around

              The “VikingSushi Adventure” is the right boat tour for travelers who are adventurous and want to experience something new – close up to the nature seafood simply doesn’t come fresher than this! The archipelago area of the Breidafjordur Bay always surprises her visitors during winter or summer with spectacular sights. Where else you get to try delicious fresh scallops and sea urchin roe straight from the ocean served with soy sauce, wasabi and ginger.

              600x400-seatours-tasting

              This old volcanic area, characterized by the typical basalt formations of the islands, is the home of countless birds. Here you will also find the strongest currents in Iceland. The VikingSushi Tour takes roughly two hours and our captain is also the tour guide.

              600x400-seatours

              The VikingSushi Tour is a true adventure through incredible nature which should not be missed by any traveler to West Iceland.

              Birds, possible to spot:
              -puffins (from the middle of April until the middle of August)
              -eider ducks
              -shags
              -kittiwakes
              -fulmars
              -white-tailed eagle

              The car ferry Baldur is the bridge to the West fjords via the island Flatey
              Ferry Baldur crosses Breidafjordur Bay daily from Stykkisholmur on the Snæfellsnes peninsula to Brjanslaekur in the north. A ferry ride considerably shortens the route between the south and mid-west of the country and the West Fjords region. It also gives you the opportunity to experience a floating restaurant.

              Take a stopover at the charming island Flatey when you are crossing the bay or go to a day tour to Flatey and back to Stykkishólmur. At Flatey are no cars allowed and between the houses of the 18th century you get the feeling of a journey back in time.

              Contact Us


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              Thank You. We will contact you as soon as possible.