Founded in 1926, 66ºNorth is one of Iceland’s oldest apparel manufacturers and it has finally branched out of the Nordics and opened its first store in the UK. 

The location in London’s Regent Street is a showcase of the fashion brand’s high-performance outerwear, apparel and accessories in an atmospheric setting designed to reflect its homeland’s rugged landscape.

The design, created by Berlin architecture firm Gonzalez Haase, prioritises tactile materials such as earth, clay and mirrors to create sculptural elements. 

66ºNorth chief executive Helgi Oskarsson said: ”We are thrilled about the opening of our new London flagship. London is an amazing city; beyond its culture and heritage, it’s home to some of the best and most influential fashion retailers in the world. We opened our first store outside of Iceland seven years ago in Copenhagen. Ever since then, we’ve been waiting for the right moment to open a London store. Now, we are ready.

“We chose the site on 100 Regent Street and 33A Glasshouse Street for two reasons. First, it’s one of the busiest shopping streets in all of London. Locals and tourists alike come here to be inspired, and the retail experience we’re building will contribute to that. Second, the space at this particular address was capable of fitting our vision. London will be our flagship store for all of Europe, with 3,500 sq ft of shopping space, which allows us to showcase the 66°North collection nearly in its entirety and tell the brand’s story alongside it.

”66°North was founded in 1926 to protect Icelandic fishermen from the challenges of the Arctic Circle. Ever since then, we’ve made quality products that withstand the elements, all in the name of promoting a life lived in harmony with nature. The best way to present the brand and tell its sustainability story is to showcase the quality and durability of the product in our own stores.”