, ‘Are you an outdoor brand or a fashion brand?’” he says.
Iceland: Not Just Cold, But Cool Too
Contrary to its name, Iceland is not the coldest place on earth. In fact, it has a temperate climate, although one that is known for its unpredictability and extreme changes. But one thing that has kept Icelanders warm and protected from the elements for almost a century is their coolest export, 66°North.
Founded in 1926, 66°North started out making protective gear for the country’s fishermen who braved the frigid waters of the North Atlantic Ocean. But now, 99 years later, the brand’s jackets can be seen all over the world, not just on the glaciers and black sand beaches of Iceland, but also in urban landscapes from New York to Shanghai.
And it’s not just for the weather-wary and over-prepared. 66°North has also caught the attention of fashion-conscious circles with its collaborations, including with 2023 LVMH Prize semi-finalist Charlie Constantinou and GANNI. Not only does the brand promise to keep you dry, but it also offers stylish options for any occasion.
This week, during Copenhagen Fashion Week, 66°North will showcase its AW25 collection in a special open exhibition, kicking off a year of celebration for its 99th anniversary. In 2022, the brand appointed Kei Toyoshima as its creative director, bringing in the talents of the former Bottega Veneta and Haider Ackermann designer. And in the same year, it opened a flagship store in London’s Regent Street, its second retail location outside of Iceland.
But 66°North is more than just an outdoor brand. According to CEO Helgi Óskarsson, it’s also a fashion brand. Despite its base layers, down jackets, and waterproof shells, the brand’s focus is on style and design. And with Toyoshima’s first collection for the brand, inspired by both 66°North’s archive and his own Japanese heritage, it’s clear that fashion is at the forefront.
As 66°North celebrates its 99th anniversary in 2025, take a look at some of the pieces from its archive that have stood the test of time. From functional to fashionable, this brand has it all.
