66°North opens first store outside of Iceland and Denmark

Icelandic outdoor brand 66°North has now opened its new 3,500 sq ft flagship store at 100 Regent Street, the brand’s first store outside of Iceland and Denmark.

The store has been “designed to reflect the dynamic and awe-inspiring landscape of Iceland”, using natural materials, earthy tones and minimalist structures to showcase the B-Corp certified brand’s responsibly produced collection.


Featuring technical outerwear, apparel and accessories from its men’s and women’s collections, the new store also houses a showroom and space for community gatherings and workshops.


A 60 ft long curved wall by the Regent Street entrance starts the customer’s journey as they are transported into an “experiential tactile world”. Screens and mirrors have been inserted between walls, with other features including carved earth islands and a bespoke ceiling mesh lighting system which creates misty white sky effects.


66°North CEO, 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 retail in the world.”

Source | The Industry Fashion


Jenny Hillier

7th December 2022