66°North marks prestigious milestone by turning things upside down

Just one year shy of a century, legendary heritage brand 66°North have created a super cool commemorative capsule to mark 99 years of outfitting Iceland for its harshest climates. In a simple yet genius marketing move this limited run has taken the iconic 66 logo and turned it upside down as a playful nod to this prestigious landmark. Also limited to 99 pieces, at the heart of the collection are two of the brand’s most iconic silhouettes the Snæfell and Vatnajökull jackets  as well as elevated everyday staples in the form of T-shirts and hoodies. True to form 66 North have also shot the campaign in their hometown, shooting everyday people doing everyday things in this gear that has been worn by several generations of discerning Icelanders.