In Denmark's capital, Icelandic apparel brand 66°North commemorates a centennial in the industry: 'We're penning another page in our history book'
In the heart of Copenhagen, Icelandic outerwear brand 66°North showcased its S/S 2026 collection, highlighting a journey that spans nearly a century. Founded in 1926 in the fishing village of Suðureyri, the brand has been designing clothing to withstand Iceland's extreme coastal weather while remaining versatile for urban life.
The presentation was more than just a sneak peek at what's to come. It was a celebration of an enduring craft that has kept 66°North's garments built to last for almost a century. The brand's commitment to sustainability and longevity in fashion was evident, with visible repairs on display, affirming their belief that a single jacket should replace five and remain relevant after a decade of use.
Helgi Óskarsson, CEO of 66°North, emphasized that relevance is built on more than seasonal trends. "We design for multipurpose clothing that remains relevant ten years from now," he said.
The S/S 2026 collection will include a centenary capsule, featuring one hero piece from each decade of 66°North's history. The Hornstrandir Shell Jacket, Helgafell Trail Windbreaker, and the Snæfell Polartec Power Shield Pro are some of the hero pieces for the current season.
The brand's repair service, running since its earliest days, repairs over 4,000 garments annually. This service is a signal of 66°North's commitment to sustainability and longevity in fashion. Óskarsson believes that repair is a way of keeping garments in circulation and highlighting appreciation for quality and craftsmanship.
The brand follows an ethos of making, repairing, and mending its clothes like a second skin. Pragmatism remains the core of 66°North's design philosophy, with a focus on multipurpose clothing.
Incorporating sustainability and circularity into its fashion presentations and design philosophy, 66°North uses recycled materials such as plastic collected and processed by themselves to create components like snap buckles. They also use advanced, sustainable fabrics like Neoshell and softshell suited for harsh Arctic conditions, but designed with street-ready, versatile aesthetics.
The collection will include reinterpretations of early oilskins, fishermen's coats, search-and-rescue overalls, and stormproof rainwear from the 1980s, using fabrics from partners such as GORE-TEX and Polartec.
Today, a 20,000-member Facebook group is dedicated to trading and reselling 66°North garments, demonstrating the brand's enduring appeal. The centenary celebration feels like the quiet start of the next chapter for 66°North, with a focus on heritage, community, innovation, and sustainability.
For more information, visit 66north.com.
- The S/S 2026 collection by 66°North, showcased in Copenhagen, is not just a display of future trends, but a celebration of sustainability, longevity, and craftsmanship in fashion-and-beauty and lifestyle, as evident in their idea that a single jacket should replace five and remain relevant after a decade of use.
- 66°North's design philosophy extends beyond their clothing line, with a focus on sustainable-living practices that include the use of recycled materials, repair services, and circularity, all aimed at keeping their garments in circulation and highlighting appreciation for quality and craftsmanship, even in home-and-garden settings, such as the 20,000-member Facebook group dedicated to trading and reselling 66°North garments.
