Iceland’s foremost outerwear label has mastered the balance between performance and progression, pairing world-class technical gear with an increasingly fashion-forward focus. In recent years, the brand has sharpened its global presence with a flagship on London’s Regent Street, a new store in Copenhagen, and collaborations with names like Charlie Constantinou and District Vision. The next wave builds on that momentum – dressing Iceland’s Winter Olympic team, preparing a capsule collection with Grammy-winning artist Laufey, and partnering with Copenhagen skate label Dancer.

In a world chasing trends, 66°North’s compass stays calibrated to endurance. Founded in 1926 to protect Icelandic fishermen from brutal and unpredictable conditions, the Reykjavík-born brand has spent a century clothing a nation defined by cold and resilience. Today, more than 98 per cent of Icelanders own at least one piece of 66°North. Generations have grown up in its parkas and sailors’ anoraks — garments repaired, handed down, and worn again. As it enters its centenary, 66°North feels less archival than ascendant.

As fashion reconsiders its relationship with durability, care, and long-term value, 66°North’s century-long commitment to making garments “built for life” feels less nostalgic and more exacting. Every design decision returns to protection; how a hood shields against crosswinds; how layers respond to plunging temperatures; how fabrics age gracefully through years of wear. What began as a matter of survival now lands as design clarity.

To truly grasp that, you have to head North. Reykjavík in winter makes 66°North’s purpose visceral: the air sharp and restless, snow veering sideways, wind that refuses to leave quietly.

Over several days, moving between Iceland’s vast landscapes and downtown Reykjavík, Dazed experienced the brand’s pieces as they were meant to be: lived in. From snow buggies carving through open plains to unplanned nights in the city, 66°North proves it’s not inspired by its environment; it is its environment. Here, reliability becomes not a feature but a philosophy.

Back at headquarters, CEO Helgi Óskarsson and designer Bergur Guðna welcome us into a space that feels both communal and precise – where design, development, and production function as one ecosystem. Many of those working here have dedicated most of their lives to the brand. Ideas move directly from sketch to sample to storm test. In an outerwear landscape crowded with bold claims and algorithm-chasing drops, 66°North stands apart.

“Reliability wasn’t a luxury... it was essential,” says Óskarsson, reflecting on the company’s roots in necessity. That mindset still guides every seam and silhouette today. It’s the reason the brand, once built to protect against North Atlantic storms, now feels right at home in the shifting currents of culture.

As 66°North celebrates its centenary year, we spoke with Óskarsson about the importance of the brand’s coordinates remaining steady as it heads into the future.

What’s your earliest personal memory of 66°North?

Helgi Óskarsson: My earliest memory is when I was 10 years old, riding my horse on the farm where I spent my summers. I was wearing a 66°North “Sjóstakkur” (the sailor’s anorak) — a descendant of the brand’s original fisherman coat. It’s still used today, especially when it’s raining heavily.

What does being “built for life” mean to you personally?

Helgi Óskarsson: Being built for life means creating outerwear that genuinely works in real-world situations. Iceland’s weather is unpredictable, so clothes must adapt — whether you’re heading to work, walking your dog, watching a football match, or climbing a mountain. From the fisherman coats that once helped save lives to the everyday jackets we wear now, practicality and quality remain at the heart of what we do.

Is there a product that perfectly sums up the past century?

Helgi Óskarsson: The Sjóstakkur has been in our collection, in some form, for a hundred years. It always connects back to our roots.

You’ve said that Icelanders instinctively think long-term. How does that show up in the brand beyond recycled materials and repair programmes?

Helgi Óskarsson: In Iceland, people see a jacket as more than just outerwear. It’s a trusted partner that faces the weather with you every day — what we call Ulpa. It’s a long-term mindset. There are pieces in our collections that people buy again and again, handed down through families because they last for years. That emotional connection between people and their jackets is something uniquely Icelandic.

What cultural shifts will the brand need to adapt to next?

Helgi Óskarsson: We’ve seen a strong move toward outdoor-led lifestyles, and that’s not slowing down. The future of outerwear isn’t just hiking trips; it’s about integrating functional design into daily life. We’re also seeing more demand for elevated, style-led technical pieces, which we explore through our collaborations.

You’ve worked with some unexpected collaborators. What did Charlie Constantinou bring to 66°North?

Helgi Óskarsson: Charlie brought a lot of fresh energy. He had just come from Central Saint Martins, and his approach felt incredibly exciting. Despite his age, he was clear and focused on his vision. That confidence really resonated with us.

What have collaborations with Orienteer Mapazine and District Vision taught you about new approaches to movement?

Helgi Óskarsson: They help us connect with local communities beyond Iceland. Running is a big part of our culture, but it looks different everywhere. Working with Orienteer taught us about fell running in the UK — how terrain shapes agility. With District Vision, we learned about the Californian approach, where running meets mindfulness. That perspective was new for us.

Is there a piece of clothing you’ve owned for decades that you still wear

Helgi Óskarsson: I have a black 66°North Thorsmork Parka that I bought before I joined the company. I keep it at our summer house in the Westfjörds and wear it when it’s freezing — walking the beach or getting lost in the valleys nearby.

How do you balance utility with futurist silhouettes? And is that tension intentional?

Helgi Óskarsson: Partly intentional, partly instinctive. Our designs come from practical needs. Facing extreme weather means solving real problems — where to store gloves, how the hood protects you, how fastenings perform in the cold. When you design for survival, silhouettes emerge naturally from function.

What does 66°North refuse to compromise on?

Helgi Óskarsson: Quality and durability. Icelanders trust us to make clothing that truly protects them from the elements. We stay true to our story and don’t chase passing trends. Every product is designed with purpose — why we make it, who it serves, and what it must withstand.

What excites you about where the brand’s design language is heading next?

Helgi Óskarsson: Part of our identity is looking to the past while staying focused on our mission of protection. Our archives are full of pieces that still inspire us, and we’re reworking many for today. We also keep pace with advances in materials so that our products remain among the best in the world.

And finally, what’s next for 66°North?

Helgi Óskarsson: The line between outdoor and everyday life is blurring. Functionality is now fashion. Our challenge is to stay true to what we’ve always done — make reliable, purposeful clothing — while continuing to look forward. After a hundred years, the compass hasn’t changed; we’ve just expanded the map.