99 years. That's how long Icelandic outerwear stalwart 66°North has been honing its craft. It's a long time, but with big ambitions for AW25 and beyond it looks like a century is just the beginning for this Nordic mainstay.
To celebrate the big 99, 66°North provided fans a sneak AW25 peek at its Copenhagen Fashion Week debut. Showcasing pieces old and new, the label launched its ‘867,815,464 Hours’ concept in the Danish capital. An immersive exhibition that puts nearly a century of technical know-how under the spotlight. The title, inspired by Malcolm Gladwell’s “10,000-Hour Rule,” serves as a reminder that mastery isn’t accidental. It’s forged through time, skill, and, in 66°North’s case, an unwavering commitment to keeping people warm and dry in the harshest conditions on Earth.






The exhibition is divided into three parts – past, present, and future – charting 66°North’s evolution from humble beginnings in the Westfjords of Iceland to a globally recognised outerwear specialist. Taking centre stage, the upcoming 66°North AW25 collection looks set to include some familiar silhouettes alongside some fresh designs with colours, as per usual, inspired by the unique Icelandic landscape.






66°North AW25: The roots
Archival pieces, including the original fisherman’s coat that started it all, a 1998 Olympic kit for the Icelandic team, and the Tindur Suit designed for the first Icelander to summit Everest’s north side in 2013, are all on display. Fittingly, this all coincides with the tenth anniversary of 66°North’s first international store opening in Copenhagen. The perfect setting for a brand that thrives in the extremes.




“Mr. Hans Kristjánsson founded the company to protect Icelandic fishermen from the elements,” says Helgi Óskarsson, CEO of 66°North. “Ninety-nine years later, our promise remains the same. Whether it’s a snowstorm in Iceland or a rainy day in the city, our purpose is to create garments that endure. With 99 being 66 upside down, we’re turning over every stone in our history, from Search and Rescue Team outfits to the coats we made for British soldiers during the occupation of Iceland in 1940. Our exhibition is the first step in celebrating a century of craftsmanship, timelessness, and function-first design.”