99 years (eight hundred sixty-seven thousand, two hundred fifty-eight hours)
To kick off our 99th anniversary celebrations, we're proud to present an open exhibition during Copenhagen Fashion Week, where we will showcase our upcoming AW25 collection. This special event also highlights our enduring commitment to quality, durability, and Icelandic heritage.
Join us: Sign up to receive your invitation Where: Rådhuspladsen 37, 1785 Copenhagen When: Tuesday 28th of January, 11am - 5pm
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This year, we celebrate 99 years of design and craftsmanship with 867,815,464 Hours, an immersive exhibition. The title symbolizes the total hours since our founding in 1926. Inspired by Malcolm Gladwell’s “10,000-Hour Rule,” the concept emphasizes the dedication required to achieve excellence—a principle we’ve upheld since our beginnings, creating clothing for fishermen in Iceland’s Westfjords.
Guided by a circular mindset, we design products that are purposeful, durable, repairable, and create minimal waste, with their end-of-life considered from the outset. For 99 years, we’ve crafted clothing made to last for generations and have maintained the ability to repair every item we’ve ever made in our Icelandic repair shop. This commitment has been central to our philosophy since Hans Kristjansson founded the company in 1926.
For the first time in our history, we’re unveiling our iconic archives. This rare glimpse into our past showcases how we began by protecting the lives of Icelandic fishermen and evolved to design performance wear for the Icelandic Search and Rescue team. The archive traces the natural progression from protective workwear to everyday outerwear, blending functionality, quality, and Icelandic design. Highlights include the original 66°North fisherman’s coat, the Olympic kit created for Iceland’s team in 1998, and a custom Tindur Suit made for the first Icelander to summit Everest’s north side in 2013.