While many UK shoppers will be familiar with cult Icelandic brand 66°North, the outdoor wear retailer has not ventured outside of Scandinavia – until today that is.
This morning the doors will open to its 3,500 sq ft flagship store on Regent Street, its first store outside of Iceland and Denmark.
Ahead of the grand opening, Retail Gazette sits down 66°North chief executive Helgi Óskarsson to find out what shoppers can expect.
The retailer could not have picked a better time to launch its first UK store.
Not only is outdoor clothing the fashion trend of the moment, the recent cold spell means its products are likely to be in high demand right now.
And 66°North promises to keep people warm, no matter how frosty this winter gets.
Founded in 1926 to protect Icelandic fishermen from the challenges of the Arctic Circle, the brand offers durable, sustainable products to lovers of the outdoors “all in the name of promoting a life lived in harmony with nature”.
Óskarsson reveals that London has been in 66°North’s sights for some time.
In fact, after it opened its first stores outside of Iceland in Copenhagen in 2014 and 2015, the plan was “always to open our next store in London – the question was just, when?” he says.
Understandably the pandemic slowed Óskarsson’s progress, but as soon as trade started to return to normal he decided to plough on.
“We see London and the UK as a key market for us,” he says. “London is trendsetting in so many ways when it comes to retail and fashion. For me, it was never a question that our European flagship store wouldn’t be in London.”
Londoners already like 66°North products. “We see it from the sale on our 66north.com site and also in our stores in Iceland, where we have UK customers being one of our top customer groups,” Óskarsson says.
To build on this and “create some buzz” ahead of today’s store launch, back in September the retailer opened a pop-up in London’s Soho called 66°North Beacon, which opened to the public for 66 days until mid-November.
Óskarsson says: “The opportunity to open the pop-up felt like “a natural transition ahead of the big opening in December.”
What’s in store at 66°North onRegent Street?
The pop-up may have given 66°North’s fan a taste of what to expect but the Regent Street store will “bring a piece of Iceland to London”, says Óskarsson.
In fact, this is the brief he gave to the store’s architects.
“Looking at the final design I can say with confidence that they did accomplish that,” says Óskarsson.
As well as showcasing 66°North’s products, the store will give shoppers an insight into the history and heritage of the brand that started making clothing for Icelandic seamen before evolving to dress those across Iceland day to day, for all weather conditions.
The flagship houses technical outerwear, apparel and accessories from its men’s and women’s collections, and there is also a showroom space for community gatherings and workshops on the lower floor.
Becoming b-corp certified
As well as producing durable clothing that promises to keep the wearer warm even in the harshest Icelandic winter, the brand is also focused on creating sustainable products.
The brand is not jumping on a bandwagon or caving to recent calls for retailers to improve their environmental credentials.
Óskarsson says when he took over the brand back in 2011, the business was already thinking in a sustainable way.
Since its inception, 66°North has operated its own factories and has focused on minimising waste.
“For example, many of the gloves we make in our European factories are made from leftovers,” says Óskarsson.
It’s no surprise that 66°North became b-corp certified in March, meaning they meet the highest standards for social and environmental performance.
“We are proud to be the first Icelandic brand to receive this distinction and look forward to continuing to build a purpose-driven brand,” says Óskarsson.
“In today’s world, it is important for consumers to get a valid certification that the brands they are doing business with are working and behaving in a sustainable and responsible way.
“Being b-corp certified doesn’t mean that we do everything right, it means that we do many things the proper way, but we can always do better that is what we strive for every day.”
Making clothes that last
66°North’s clothes are certainly not cheap. It’s jackets can sell for close to a £1000 – it’s Goretex Tindur coat has a £925 price tag – however, they are clothes that are built to last.
Óskarsson admits to being “fascinated” with the quality and durability of its product.
“You can’t get away with compromises when you are making clothing for Icelandic fishermen and Search & Rescue team members. The garment is the difference between life and death.”
The brand also offers a repair service to fix items that may have suffered from wear and tear.
“We make clothing that lasts, and if it breaks, we will fix it for you in our repair shop,” Óskarsson explains.
“When you buy a 66°North garment, we want you to own it and wear it for many years, even decades.”
While outdoor clothing may be on-trend right now, the Icelandic CEO says its products are here for the long term.
In fact, he says some styles in its collection were first introduced in the 1990’s.
“Our best-selling shell jacket today was introduced back in 2010. So, you can say that we are on the opposite pole of fast fashion,” he says.
Óskarsson hopes that like its clothing, the brand leaves a long-lasting impact on London’s retail scene.
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