Founded by Hans Kristjánsson in 1926, 66°North began in the small fishing village of Suðureyri, founded with the intention of protecting Icelandic fishermen from the North Atlantic elements. Fast forward to now, and 66°North has been dressing Icelanders for a century. Over the last 100 years, the brand has become an essential part of Icelandic living, with over 97  percent of homes in Iceland owning at least one 66°North product. Morphing into apparel not just for battling extreme weather conditions but for everyday wear, the brand has seamlessly made the transition onto the global stage.

Since 2011, Helgi Óskarsson and Bjarney Harðardóttir have been at the helm, securing the company’s B Corp status and expanding 66°North’s scope. Now a regular at Copenhagen Fashion Week and home to a flagship on London’s Regent Street, a series of collaborations, limited capsule releases, and brand activations are in the works to celebrate 100 years. Ahead of the brand’s year-long celebrations, we caught up with Helgi Óskarsson to find out what sets 66°North apart, his personal memories of the brand and his proudest moment as CEO.

Ella Joyce: Almost every household in Iceland owns a 66°North product. Before becoming part of the brand, what was your relationship like with the brand and its product?
Helgi Óskarsson: The brand has always been part of my life. I remember being ten years old, spending summers on a farm in rain and wind, wearing a 66°North Sjóstakkur – our iconic sailor’s jacket. It wasn’t just clothing; it was protection from the elements. Growing up in Iceland, I experienced very harsh winters, learned the demands of practical clothing, and saw firsthand how functional clothing makes everyday life easier. My grandfather wore 66°North on fishing boats, and my other grandfather wore it on the farm – it’s been in my family for generations.

EJ: What do you think sets 66°North apart from other performance wear brands?HO: I don’t see 66°North as a typical outdoor brand. We were born from necessity in 1926, when the company existed to protect Icelandic fishermen from life-or-death conditions at sea. That purpose shaped everything we do. Over time, what started as workwear naturally became everyday performance wear – clothing that’s not only highly functional but practical and timeless for daily use. Our history and purpose‑driven design are what set us apart.

“Growing up in Iceland, I experienced very harsh winters, learned the demands of practical clothing, and saw firsthand how functional clothing makes everyday life easier.”

“In a world of fast fashion, we aim to encourage people to buy less, use more, and pass garments on to the next generation.”

EJ: As 66°North celebrates its 100‑year anniversary, why do you think the brand continues to resonate with new audiences?
HO: We continue to resonate by staying true to our values. Even as we expand globally, we protect what matters most: quality, durability, craftsmanship, and strong ties to our heritage. We own our production facilities, test our products in some of the harshest conditions in Iceland, and create gear people can count on. Staying true to these values makes us relevant to both long-time fans and customers discovering us for the first time.

EJ: Can you tell us about 66°North’s status as a B‑Corp certified company and the process of getting there?
HO: Becoming a B‑Corp was a major milestone. It wasn’t just about earning a badge; it was about joining a community of companies committed to high standards of environmental and social impact. We were proud to be the first Icelandic brand to achieve certification, with a strong focus on sustainability, ethical production, and a circular mindset, designing products to last, be repairable, and minimise waste.

EJ: 66°North has previously collaborated with the likes of Ganni and Charlie Constantinou. What does the brand look for in a collaborator?
HO: Our collaborations always start with a shared vision – combining our heritage of performance with new perspectives that resonate locally. When entering markets like Denmark or the UK, we want to connect through culture as much as through product. That’s why we’ve worked with Copenhagen brands such as Soulland, Ganni, and London-based designer Charlie Constantinou, to blend our performance DNA with local style and city lifestyles. The best collaborations teach us something new and help us grow.

“The best collaborations teach us something new and help us grow.”

EJ: What has been your proudest moment at 66°North so far?
HO: There have been many, but a few stand out. Opening our first international store in Copenhagen in 2014, and more recently our flagship on London’s Regent Street, marked important milestones in bringing our heritage to a global audience. I’m also proud of our work in sustainability, designing gear meant to last years and even decades. In a world of fast fashion, we aim to encourage people to buy less, use more, and pass garments on to the next generation. Our collaborations with designers and labels have also helped evolve how people see the brand globally.

EJ: Looking to the future, what do you hope 2026 has in store for 66°North?
HO: Our 100‑year anniversary will begin with community events at Copenhagen Fashion Week in January, including active experiences – a moment to honour our past and look ahead. Beyond Copenhagen, the centennial year will include a series of collaborations, limited capsule releases, and brand activations in Iceland and internationally. We’re excited to launch new collaborations, from Copenhagen skate brand Dancer in February 2026 to a capsule with Icelandic Grammy-award winning singer Laufey in March, with more announcements to come throughout the year.

Check out 66°North online here and on Instagram here.