66°North has just turned 100 years old. To put into perspective how mad that is, they started making clothing the same year the first transatlantic telephone call was made. Before then, if you wanted to get hold of some 66North gear from overseas, your best option was to stand on a cliff edge, shout towards Iceland, and hope the wind was feeling windy.
And it was that very wind – along with the rain, sleet, snow and every other hostile element of the Icelandic forecast – that gave birth to the brand in the first place. 66°North was founded with one purpose: to protect Icelandic sailors and fishermen working in some of the most unforgiving conditions on earth.
Across the century that followed, the brand has evolved dramatically. Oil-impregnated canvas anoraks have given way to state-of-the-art three-layer hard shells. The forecast, meanwhile, has remained characteristically unmoved.
And while the weather wasn’t looking, 66°North has kept busy. Refining, improving and relentlessly pushing its product offering forward at every moment. There isn’t a boot room in Iceland without that little red logo tucked somewhere among the piles of jackets, boots and gloves.
66°North is well aware of its place in Icelandic life. To mark its 100-year anniversary, the brand has photographed 100 individuals – one born in each year from 1926 to 2026 – each wearing their most cherished piece of 66°North gear.
They’ve captured everyone from old gents hobbling along with walking sticks and factory workers in well-worn overalls to expectant mothers and newborn babies. The whole spectrum is represented, with each wearer’s name (although we struggle to actually pronounce any of them) and date of birth carefully noted.
Naturally, there are some seriously strong looks in there too. Whether it’s an older chap sporting a vintage hardshell over a shirt and tie, or a pair of twins in matching knitted sweaters and 66North gilets, this campaign has set the record straight: Iceland is a subtly stylish nation.
That style shines through largely because of how natural everyone appears in their outfits. These aren’t clothes worn for the camera – each person has genuinely bonded with their 66°North garments. They’ve lived in them. Carried them through harsh conditions and, no doubt, through difficult moments in their lives too. And that’s what we love most about this campaign: it feels totally real. From the wry smiles on the old folks’ wrinkled faces to the women’s hair blowing in the Icelandic breeze.
There’s no airbrushing here. No perfectly steamed outfits. 66°North aren’t interested in that. They’re about making real garments for real people. It’s what they’ve been doing for 100 years, and what they’ll continue to do for 100 more. Iceland’s weather isn’t changing anytime soon – and neither is the resilience of its people. 66°North will keep being worn, weathered, and passed down through generations.
Take a look below to see some of our favourite shots from the campaign.
Find out more about 66North at 66north.com
