100 year capsule
To celebrate 100 years of 66°North, we’re bringing ten iconic styles from ten decades back to life!Inspired by the archive, each piece tells a story from a different chapter of our history - reimagined for today while staying true to its original purpose.From the 1926 fisherman’s anorak to the latest Snæfell Shell Jacket, the capsule celebrates a century of innovation, function and Icelandic spirit.
10 styles over 10 decades
The 100-Year Capsule brings the 66°North archive into the present; the collection reflects the changing needs, technologies and styles that have shaped 66°North. The design team worked closely with the company’s extensive archive, selecting pieces that capture significant moments in the brand’s history and creating modern updates. Many of these products are still part of the brands collection today, now reimagined with new tweaks and updates.
Each capsule piece also features a specially developed woven label containing information about the style and the decade it represents.
The Icelandic people behind the products
Alongside the 100-Year Capsule launch, the accompanying campaign celebrates some of the people who have helped shape 66°North and its products over the years. Three individuals - designer Bergþóra Guðnadóttir (Bebba), adventurer and guide Leifur Örn Svavarsson, and Fischersund perfumery co-founder Lilja– are spotlighted in the campaign and share their personal connections with the brand.
Bergþóra wearing Þórsmörk parka
One of 66°North’s most popular garments is the Þórsmörk parka. It has been a staple of Icelandic everyday life since 2006 thanks to its warm down insulation, durable shell, and waterproofness. Bergþóra Guðnadóttir, better known as Bebba in Iceland, designed it about 20 years ago. She is now the founder and owner of the Icelandic brand Farmers Market.
Come and celebrate with us - 100 Hours
100-hour in-store celebration experience will take place at 66°North flagship stores in Reykjavík, Copenhagen and London from the 25th-28th September, where clients can experience the anniversary through art, sound, scent, taste and touch - connecting the people, places and stories of Iceland with the physical world of 66°North.
Icelandic artist Vikar Mar has been invited to do a special takeover in our flagship stores. Repetition is central to Vikar’s work. Originally from Hjalteyri in Northern Iceland, his practice is deeply influenced by water - its movement, rhythm and ability to repeat without ever taking exactly the same form. For the 100th year celebration, Vikar creates 100 gestures for 100 years - a nod toour iconic styles repeating season over season.
Explore 100 years capsule in store installation, music by Icelandic label INNI, scents by Fischersund and try Icelandic chocolate at 66˚North Laugavegur, Regent St and Store Regnegade stores.
Share your 66°North moment
For 100 years, 66°North has evolved along Icelanders and adventurers - through storms, summits, and everyday life. Now we want to celebrate you. Share a photo of a memory made in 66°North - wherever it happened - and pin the place on our map.
Three winners will receive a piece of our AW26 collection:
How to enter:
1.Upload your photo
2.Mark the location where the memory was made
3.Submit by October 15
Entry requires signing up for our newsletter. See full terms & conditions.
Submit your photo and fill out the form.