99 Years of 66ºNorth – The Story of an Icelandic Brand That Became a Must-Have

Iceland. A land of ice and fire, where nature rules. In this harsh landscape, survival isn't a luxury; it's a matter of pragmatism. Thus, in 1926, 66ºNorth was born with a clear mission: to protect Icelandic fishermen from the unforgiving elements of the North Atlantic. Nearly a century later, the brand no longer simply braves the cold: it dresses runways and cities, from Reykjavík to New York.

How did a technical clothing manufacturer become a leader in the world of streetwear and fashion? A look back at an extraordinary journey.

When Hans Kristjánsson founded 66ºNorth, he wasn't thinking about fashion. His goal was simple: to design gear that could withstand the harshest weather conditions. At the time, Icelandic fishermen were risking their lives every day braving icy storms. Good clothing wasn't just about comfort: it was a matter of life and death.

Thanks to advanced textile engineering, the brand quickly became a must-have in Iceland. Locals adopted its jackets for everyday wear and, unwittingly, introduced 66ºNorth into popular culture. But everything changed in the 1990s: outdoor activities became fashionable, and the brand found itself propelled onto a new stage.

66ºNorth never intended to become a fashion brand. Yet, trends have made it an icon. Protective clothing once intended for workers is now appearing on the streets of Paris, London, and Tokyo. Collaborations with designers like Charlie Constantinou and GANNI are strengthening its aura. In 2022, the arrival of Kei Toyoshima, former designer of Bottega Veneta and Haider Ackermann, as creative director marks a decisive turning point.

This repositioning doesn't erase its DNA. On the contrary, it enhances it. 66ºNorth isn't trying to seduce with superficial marketing: it focuses on quality and durability. This is evidenced by its B-Corp certification and its commitment to designing clothing made to last.

"We're not an outdoor brand," insists Helgi Óskarsson, CEO of 66ºNorth. This may seem surprising, given the waterproof jackets and thermal layers that make up the core of their catalog. But what he means is that the brand has never been dictated by a label.

Its success is based on a functional approach to clothing, expertise inherited from its industrial past, and an ability to innovate without compromising its identity. This is evidenced by the materials developed in partnership with Polartec, tested directly on the Icelandic field. "Iceland is an exceptional laboratory," explains Óskarsson. A reality that allows the brand to remain a pioneer in its field.

As fast fashion floods the market, 66ºNorth is taking a step back by adopting measured growth. There are few physical stores outside Iceland: one in London, another in Copenhagen, and perhaps soon New York. No rush, no compromises on quality.

Its philosophy? "It's better to do things right than to do them quickly," says Óskarsson. It's an approach that has paid off: 98.5% of Icelandic households own at least one of the brand's products. And with nearly a century of experience, 66ºNorth proves that when it comes to fashion, the greatest luxury remains authenticity.