Summary
- To celebrate the upcoming 100th anniversary, the performances in the North wear label 66° North held an immersive exhibition at Copenhagen Fashion Week on August 5, showing off its historic heritage, the new SS26 series and a meticulous testing process.
- With behind the scenes the brand’s factory operations and 100-year-old repair plans, the exhibition highlights its commitment to craftsmanship, durability and responsible material selection.
Iceland Performance Wearing Tags North 66° Its SS26 series was launched, with one of the special exhibitions expected to be its 100th anniversary in 2026. Immersive exhibition “100 Years of Progress. Still for Lifetime Production” Copenhagen Fashion Week Let visitors see behind the scenes the brand’s historic heritage and the latest range of current innovations.
“The journey over the past century is marked by innovation without compromising the core values established within the company since its inception,” Helgióskarsson, CEO of North 66°, said on the display cabinet. “This Copenhagen Fashion Week exhibition reflects our unwavering dedication to craftsmanship, durability and purposeful design and provides guests with insight into the operation of our factories and repair shops within.”
Interactive features, including wind turbines and Gore-Tex weather simulators, showcase the 66° North product test level obtained before reaching the end consumer.
The special exhibition also includes a studio inspired by the brand’s factory and comes with a cutting table and workbench. The tag already operates a directly owned factory throughout Europe, with facilities in Latvia dedicated to working with Fabric Innovators, including Partners Gore-Tex® and Polartec®. In addition to the SS26 products, all products from prototypes, raw materials and deconstructed clothing are also displayed to showcase the brand’s product development journey.
Harðardóttir expresses that the label is committed to merging responsible material selection without compromising performance. “We believe that making a garment that lasts for ten years is better than a garment that claims to be a more sustainable structure but fails in two or three years.” For example, the SS26 Hornstrandir Shell jacket is a Goretex® Pro3L hybrid jacket that provides storm-grade protection, while the Snæfell Polartec® PowerShieldtm Pro is designed to provide breathability, waterproofing and unrestricted sports.
Led by the 66° North Maintenance Team, the company’s 100-year-old revision program was carried out in real-time repairs at the exhibition site. Bbjarney Harðardóttir, CBO, 66° North, our repair services have been at the heart of our mission since Hans Kristjansson founded the company in 1926 in Suðureyri, Iceland.
Please refer to the gallery above for in-depth exhibitions and images in the 66° North SS26 range for future releases Branded online stores. Stay tuned for Hypebeast for the latest fashion industry insights.
