We were lucky enough to head down to London last week to take a look at 66°North’s archive exhibition at their Regent Street flagship store. We drank some carbonated tea, had a chat with current CEO Helgi Óskarsson and marvelled at the gear on display.
The exhibition charts 66°North’s journey from its 1926 origins, when Hans Kristjánsson started making gear to shield Icelandic fishermen from brutal conditions, to its expansion into Search and Rescue and beyond. Over the decades, the brand has evolved into a go-to for high-performance outerwear, merging function, quality, and classic Icelandic design for both extreme adventures and everyday life.
Headliners of the exhibition include the 1998 Iceland Olympic kit, the Tindur Suit that conquered Everest’s north face in 2013, and the original Fisherman’s coat—the piece that sparked 66°North’s nearly century-long journey.
“As we celebrate 99 years of 66°North, we honor our roots in protecting Icelandic fishermen and our continued promise to protect our customers from the elements, whether it’s a snowstorm in Iceland or a rainy day in the city,” says Helgi Óskarsson, CEO of 66°North. “Our 99th anniversary is a stepping stone toward becoming a centenarian brand. With 99 being 66 upside down, we are rediscovering our history, unearthing pieces from our past—from Search and Rescue outfits to the winter coats we made for British soldiers in 1940 during the occupation of Iceland.”
66°North has always been a brand we’ve admired—one of those rare labels that feels completely woven into the fabric of its homeland. Listening to Helgi talk about its history, you quickly realise just how deep that connection runs. In Iceland, there’s even a Facebook group dedicated to buying and selling second-hand 66°North gear, with members making up 10% of the entire population. That’s not just brand loyalty—that’s a national institution.
What started as a mission to protect Iceland’s fishermen from the elements has grown into a globally respected name, known for its expert craftsmanship, technical innovation, and commitment to social responsibility.
