Icelandic outdoor apparel brand 66°North has been designing durable protective clothing for extreme weather conditions since 1926. Today, they’ve combined this lengthy history and experience with a commitment to holistic design approaches that bring recycled materials and sustainability to their process. Its latest additions, featured in the new 66°North SS24 Campaign, exemplify this dedication to high-end clothing for all-season outdoor activities.
Created for the spring and summer 2024 seasons, the collection celebrates the thrill of a journey into the wilderness and the necessity for high-performance jackets and puffers. Dubbed the “Leaving Home” collection, the standout items include the Hornstrandir shell and Shfell jacket, built to tackle the most extreme weather conditions. These exceptionally durable and warm jackets are stylish and comfortable, combining cozy fleece interiors with waterproof materials. It’s a collection that respects the brand’s long and illustrious history and captures its slogan, “Keeping Iceland warm since 1926.”
The 66°North SS24 Campaign marks the inaugural series of designs by Kei Toyoshima since he took on the role of creative director in 2022. Having previously worked for high-end fashion houses including Haider Ackermann, Louis Vuitton, and Bottega Veneta, his avante-garde approach marks a refreshing update for outdoor apparel.
Toyoshima took the brand’s extensive back catalog as inspiration for the 66°North SS24 Campaign, respecting the functional nature of its outerwear without compromising on his overall aesthetic vision. The result is the best of both worlds, incorporating 66°North’s technology with a striking palette of natural tones and brighter hues that adventuring enthusiasts are likely to embrace. The first wave of 66°North’s SS24 Campaign will be available later this month, followed by March and April.
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