66°North is having a moment, counting everyone from Lucas Lynggaard Tønnesen to MØ as fans. We spoke to the Icelandic label's owners to find out how they're navigating a new future for a time-honoured brand
When London-based style icon Mia Regan perched herself on the front row at Ganni’s autumn/winter 2023 show at Copenhagen’s Arken Museum for Moderne Kunst earlier this month, she did so decked out head-to-toe in an eye-catching olive green outfit from two Scandinavian powerhouses: Ganni and Icelandic heritage brand 66°North.
While the former brand's fashion week credentials are strong, the latter is a relative newcomer to the world of of-the-moment models and front rows, even if it has been in existence for almost a century.
Founded by Hans Kristjánsson Suðureyri in Súgandafjörður in Westfjords of Iceland, the brand was started in 1926 to provide Icelandic fishermen with the kit needed to face the harsh conditions found just a few degrees south of the Arctic Circle. Fast forward to 2023 and while 66°North may be getting some slightly more glamorous endorsements, it hasn't completely abandoned its roots.
“We want our customers to be able to wear our pants to walk up a mountain in the morning and then go to the theatre in the evening” says Bjarney Harðardóttir, who together with her husband Helgi Oskarsson took the reins of the company in 2011. “This is just the normal daily life of an Icelander and we cater entirely to that.”
Products are rigorously tested in the country's rugged landscapes, ensuring that they can stand up to the harsh winds, rain, and snow. From insulated jackets to waterproof pants, 66°North has everything you need to stay warm and dry in even the most extreme conditions. Unsurprisingly, the brand is favoured by athletes, mountaineers, footballers, skiers, fisherman… the list goes on.
Oskarsson is proud of this versatility. “We don’t sell ski jackets,” he laughs. “We sell jackets that you could go skiing in one day and then wear fishing the next. A parka from us should last you for life and be suitable for many things, even picking up your children from school."
Photo: Instagram/marieheyman
Photo: Instagram/lucaslynggaardtonnesen
Photo: Instagram/clararosager
This mix of practicality in style has won them a dedicated following. Copenhagen Fashion Week isn't the only time Regan has been spotted donning 66°North: she was recently seen at the opening of the brand's new store on London's Regent Street store and a few days later she and boyfriend Romeo Beckham went hiking in the brand’s famous Snæfell pants in the Lake District.
They're in good company. Actor Lucas Lynggaard Tønnesen, the breakout star of hit TV show Borgen, is also a fan of the brand, while others include influencer and model Mathilde Göhler, singer MØ and TV show host Peter Falktoft.
“Our approach to influencer marketing is that we only work with people that already have a relationship with our brand” says Harðardóttir. “We see them wearing our products and invite them to collaborate with us. Which results in really special partnerships like what we have with Benjamin Hardman.”
Hardman, a photographer in Iceland, has been using the brand’s protective garments in unpredictable Icelandic weather for years, while also sleeping countless nights in inflatable tents from the German camping gear innovator Heimplanet during the Icelandic summer.
Spotting an opportunity, Harðardóttir and Oskarsson decided to team up with Heimplanet to create an inflatable tent that takes less than a minute to pitch, and which now accompanies Hardman on all of his shoots. His photos of beautiful Arctic and Icelandic scenery often feature on the brand’s social media channels and in campaigns. “He’s become a key part of the 66°North family,” smiles Harðardóttir.
“66°North is not just about practicality though,” says Harðardóttir. “The brand also has a strong commitment to sustainability. Our goal is to create products that are not only durable and functional but that don’t negatively impact the environment, even though we are producing more things to consume, which of course is a tension we are aware of in a world where there is already too much stuff.”
As a B Corp, 66°North went through a rigorous two year certification process that checks everything from the supply chain to the carbon footprint of the office. Harðardóttir now sees a large part of her role as being to support others in making this journey to becoming a truly sustainable and ethical brand.
“Our clothes are built for life,” Harðardóttir says. “So when we make something we have to picture it right to the end of its journey. If you buy something from us, it has a lifetime guarantee. In fact, years ago, the repair market was actually our biggest output.”
The brand makes a limited amount of product every year and recycles any leftover fabric into bags, leaving their overall waste as next to none.
While they remain conscious of their environmental impact, they're determining not to slow down any time soon. Far from being a marketing ploy, it’s clear that protecting the earth and supporting the people that want to do that with beautiful and functional clothing is what gets Harðardóttir and Oskarsson out of bed in the morning.
As Harðardóttir puts it: “It’s an ongoing piece of work, but we have one chance with this planet and we all have a responsibility to play our part in protecting it.”