66°North and the Icelandic Red Cross are collaborating on a circular journey. For this project, the pre-owned 66°North garments that the Red Cross had received were sent to our in-house repair service. The finished product was then returned to the Red Cross, which will receive all of the project’s proceeds.
Text
Jóhann Páll Ástvaldsson
Photos
Sigríður Margrét
66°North and the Icelandic Red Cross are collaborating on a circular journey. For this project, the pre-owned 66°North garments that the Red Cross had received were sent to our in-house repair service. Thereafter, the garments were washed by a local laundry service Fönn, before new life was breathed into them by our talented sewists. An extra touch was weaved explicitly into the design by Flétta, a duo of young Icelandic designers, where reused textile off-cuts from our manufacturing were used for hang tags.
The finished product was then returned to the Red Cross, who will receive all of the project’s proceeds. We pursue a made-for-life policy in all of our clothing, which aligns closely with the vision behind the Red Cross second-hand stores. To maximize the lifetime of our clothing, our customers can have their damaged garments repaired, as well as turn in older ones in exchange for a discount on newer items. We ensure that any sufficiently washed product can be returned to our stores. That way, we can ensure the recycling or reuse of the product.
9_ of the Icelandic population is part of a second-hand 66°North group, totaling 33.700 out of Iceland’s 376.000 people.
Made for life facts
Each year, the 66°North repair shop repairs 4,000 clothing items
"The oldest garments in this collaboration are the Kria fleece jackets, they are over 30 years old and are still in good condition. We updated the elastic cord and a few jackets got a new zipper.“
Hófi, head of the repair department at 66°North.
"66°North products are popular in our stores. The tourists are often very happy with finding it second-hand after having explored the 66°North stores. The 66°North products sell especially well at Laugavegur 12.“
Guðbjörg Rut Pálmadóttir Sorting Manager – Icelandic Red Cross
"We received interesting older garments, such as the Glymur shell jacket, which is two decades old. Remarkably, our design team still draws inspiration from it for our latest creations.“
Hófi, head of the repair department at 66°North.
"The clothes from 66°North are high-quality and durable, which is what we strive for in the resale business.“
Elsa Vestmann Clothes sorter and social media manger - Icelandic Red Cross
NORÐUR Journal
Designed and proven in Iceland since 1926
Durability
We have always protected people with our clothing. If there is a defect we will repair it free of charge
Repair and recycling
We believe products should last a lifetime. We are committed to repairing your product whatever its age.
Circular
Through our holistic approach to circularity, we can minimize harm, mitigate our impact, and make a net positive impact on the world.