The Ultimate Nordic Cool

The Icelandic clothing brand 66º North Iceland needs little introduction, as their stylish outdoor garments are as popular with locals as they are with tourists. But you may not have known that 2006 is 66’s 80th…

That’s right – 80 years of keeping Iceland warm, and business has never been better. From humble but noble beginnings, creating work-wear for those unlucky enough to ply their trade outside in the Icelandic winter, the company has developed into something altogether more fashionable, but no less practical.

“After new ownership of the company by Joni Sighvatsson, Hollywood producer, we have gotten very good exposure within the celebrity circles both sides of the Atlantic,” explains Kári Þór Rúnarsson, the company’s marketing director. “We have numerous fans of the products that regularly wear our stuff such as Scarlett Johansson, Ewan McGregor, Julia Stiles, director Eli Roth and one of our biggest fans: Quentin Tarantino.”

Not remotely star-struck, Kári coolly describes all this A-list attention as, “very enjoyable”. How’s that for cool?

Unfortunately for those looking forward to the 66º North birthday party, with champagne and fireworks – you’re out of luck. “We have decided not to have a grand celebration and rather focus our efforts on what we do best: to design, make and market our clothes,” says Kári. “So apart from putting even more effort into our award winning marketing efforts and some events to celebrate the occasion with our employees, there isn’t much visible to the public.”

Maybe that’s a shame, but it betrays the ethic of a serious outdoor clothing company, accidentally turned fashion label – not of a fashion label trying to make a name in the outdoor clothing market.

Apparently substance still wins out over style…nice to know.

Text by Alex Elliott