From volcanic and fjords to Fashion Week: Iceland’s coolest equipment 66ºNORTH


The opposite of its name may be implied, Iceland It is not the coldest place on the earth-it has a green climate, although a climate that is easy to occur, sometimes even extreme, usually suddenly changes. One of its coolest exits, North 66 °Make Icelanders’ warmth and shielding for nearly a century. It started in 1926 and manufactured protective equipment for fishermen in the country. The pursuit of cod in the cold waters of the North Atlantic Ocean was the lifeblood of the country.

Now, after 1999, you can discover the brand’s clothes worldwide, and its jackets are no longer limited to glaciers and black beaches marked on the border of the island. New York to Shanghai is overly prepared.

You will find that the fans of 66ºNORTH also move with a circle of style and are attracted by various fashion cooperation-including 2023 LVMH Award Semi -final player Charlie Constantineand Wada -The can keep dry. This week, during the period Copenhagen Fashion WeekThe brand will display its AW25 series in A Special open exhibition Around the 99th anniversary of the establishment, this is also the kick -up of celebrating one year.

In 2022, 66tnorth shoots lightly Kei Toyoshima Become its creative director, you can re -establish the intention of his clothing by being involved in the former Bottega veneta and Haider Actermann (Haider Actermann) Designer. Later that year, it opened a 7,500-square-foot flagship space in London’s Regent Street (only the second retail store outside Iceland)-where will it be Mac Jacobs, which will People like Burberry and Stone Island are regarded as neighbors. Toyoshima, headquartered in Paris, is also MOONLIGHTS Louis Vuitton -L list “Men’s Designer @Louisvuitton” His Instagram creature -Ind the first outing for the Iceland brand last yearA fashion avant -garde series, which is full of large fragments, which are both 66ºnorth files and slogans “It has been warm since 1926”Just like the heritage of Japanese designers, the heritage appears in the soft and confident palette of the series.

But 66ºnorth is “not an outdoor brand”, although all the grassroots, lower jackets and waterproof shells it sells.

At least not based on its CEO HelgióskarssonEssence He told Hypebeast, “I often get a problem, what is the difference between ’66 ºNORTH and other outdoor brands? ‘, My direct answer is,’ We are not outdoor brands. ‘Because that is not our beginning.” When the executive is eager to hold lunch in London, he is eager to emphasize the heritage of the manufacturer as the purpose of saving his life jacket-this is a subtle, even if it is very important, he is very enthusiastic about conveying. He said: “Just to survive in Iceland, you need to perform every day. We start to wear clothes for fishermen, and then we start using our work clothes every day very early.” Restaurant Mountain -Find the fish plate to our table to explain the relationship between the company and nature. This relationship can explain the point of Oskarson, that is, 66ºnorth is not your ordinary jacket brand. The comments of the CEO of CEO are designed to emphasize the difference between the differences between his brand and competitors. It is why the company’s wish is not the company’s existence. Today: The necessity of 66orNORTH nearly a hundred years ago is necessary, creating a performance costume that saves life literally. Perhaps this is just “just” outdoor brand “).

2022 is also a year of 66tnorth B-CORP certification -The Iceland brand to be the first-in-law-In the world of jacket brand, this is what you said Slow fashionEssence When we talk to Oscanson, this becomes obvious, and the latter outlines another step between 66ºNorth and it and other people. He claimed: “When some brands choose fabrics, they just browse various fabrics, choose some fabrics and make products.” Our closest partners. “One of them is polaartcFamous American Material Company, known for invention of wool. “Polartec’s R & D personnel have been to Iceland many times. When they develop certain things (new), we often test for them in Iceland.” Dynamic shield The fabric is 66ºnorth to help the market innovation as an example. He acknowledged: “They may be tested in other parts of the world.

“Iceland is a great laboratory.”

Although the costumes of 66ºnorth are not cheap, óSkarsson clearly believes that the brand can provide the best performance and the best value. He said: “The best fabric we use for the clothing we make.” This will “spend more money to produce.” In fact, according to CEO, the brand’s clothes “actually cost more”, but 66ºnorth hopes to maintain its price competitiveness while providing the best products. When discussing other brands, please choose his words carefully, he said, “I can guarantee you, if you want to adopt another brand, the brand is much more than we do for similar clothing.” In the end, in the end, in the end, in the end, in the end, As sSkarsson pointed out, it proves that in the 99 -year -old pudding, it is said that customers have “returned again and again” for most of the centuries.

Even if it involves retail, 66ºnorth prefers slowly and considers. “We take one step at a time, and we try to consider the market as a whole,” Oscarson said. He remained silent about the location of the brand’s next store, but implied that it might be in New York. Outside Iceland, 66 以north has only two retail destinations, one in London and the other in Copenhagen-this is completely intentional. “If you want to ask me the next place in 2014, I might say Britain. If you are willing to ask me when, I may answer me. These things only need time. We are a wanting to ensure us Do not make any shortcut brands. We want to do things correctly. The sales of the United States and China (based on the geographical data of credit cards) are always shared at the highest position.

“My opinion is that we have cultivated the Iceland market for 100 years. It has been ten years since we opened the first store in Copenhagen, and eight years later, we have opened in London. In the past eight to ten years What happened in Copenhagen was that we established a very strong foothold, which may be every retailer we want to cooperate with it. “

Iceland, called “Fire and Ice Land”One of the most extreme geology on the earth. This is 131 times big There are 8.25 million people in New York City, but less than 400,000 islanders. However, just as arSkarsson talked about the story of 66ºnorth so far-when we talk about the future of the brand, people have a sense of appreciation and responsibility for their legacy and rural countries. Iceland is indeed a unique place on the earth. It feels like the shape of the glacier has shaped the landscape, the country’s shaping.

The brand is keenly aware that at a small Iceland Town Garðabær near GarðABæR near Garðabær near the REYKJAVík, it is keenly aware that the products they create can usually be life and death. There are differences in time, just like jackets and various other clothing, precious Residential It is a sentence of the peppers of the Iceland coastline-Iceland, which is used for emergency huts, providing asylum and house supply for the next person in need. This is a key life version of life. Divide money. Cottage Landsbjörg of accident prevention companyOr the Iceland Search and Rescue Association (ICE-SAR), the organization has established cooperation with 66ºnorth since 1928-this relationship is almost as long as the brand’s entire existence.

From Jay-Z to Justin Bieber, the north 66 ° northern is still a private company owned by óSkarsson and his wife Bjarneyharðardótir. It has drawn its own route to the nearly century, and has expanded internationally internationally with its own pace, and has become an ubiquitous part of the island’s wardrobe.告Skarsson tells us: “98.5 % of all houses in northern products have 66 ° northern products, even if this is just a hat, gloves, etc.”

See hbx.com’s 66ºnorth hereEssence





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