The Ultimate Nordic Cool 11. desember 2006 14:16 The Icelandic clothing brand 66º North Iceland needs little introduction, as their stylish outdoor garments are as popular with locals as they are with tourists. But you may not have known that 2006 is 66’s 80th… That’s right – 80 years of keeping Iceland warm, and business has never been better. From humble but noble beginnings, creating work-wear for those unlucky enough to ply their trade outside in the Icelandic winter, the company has developed into something altogether more fashionable, but no less practical. “After new ownership of the company by Joni Sighvatsson, Hollywood producer, we have gotten very good exposure within the celebrity circles both sides of the Atlantic,” explains Kári Þór Rúnarsson, the company’s marketing director. “We have numerous fans of the products that regularly wear our stuff such as Scarlett Johansson, Ewan McGregor, Julia Stiles, director Eli Roth and one of our biggest fans: Quentin Tarantino.” Not remotely star-struck, Kári coolly describes all this A-list attention as, “very enjoyable”. How’s that for cool? Unfortunately for those looking forward to the 66º North birthday party, with champagne and fireworks – you’re out of luck. “We have decided not to have a grand celebration and rather focus our efforts on what we do best: to design, make and market our clothes,” says Kári. “So apart from putting even more effort into our award winning marketing efforts and some events to celebrate the occasion with our employees, there isn’t much visible to the public.” Maybe that’s a shame, but it betrays the ethic of a serious outdoor clothing company, accidentally turned fashion label – not of a fashion label trying to make a name in the outdoor clothing market. Apparently substance still wins out over style…nice to know. Text by Alex Elliott Feature Articles News in English Shopping and fashion Mest lesið Ætlaði ekki að trúa því að sonurinn hefði sjálfur staðið upp úr bílnum Innlent Norðmenn uggandi vegna mögulegra viðbragða Trump Erlent Grínaðist með Möggu Stínu: „Fyrsta líflátshótunin kom 18 mínútum seinna“ Innlent Tókst ekki að sanna að Brim bæri ábyrgð á dauða sonar þeirra Innlent Fjöldi látinn eftir að verksmiðja sprakk í loft upp Innlent Þarf að una áminningu í máli móður í forsjárdeilu Innlent Nóbelsnefndin hafi valið pólitík fram yfir frið Erlent Venesúelskur stjórnarandstæðingur hlaut friðarverðlaun Nóbels Erlent Magga Stína í flugi á leið til Istanbúl Innlent Gummi reiður: „Kominn tími til að þeir sem ráða opni augun“ Innlent
The Icelandic clothing brand 66º North Iceland needs little introduction, as their stylish outdoor garments are as popular with locals as they are with tourists. But you may not have known that 2006 is 66’s 80th… That’s right – 80 years of keeping Iceland warm, and business has never been better. From humble but noble beginnings, creating work-wear for those unlucky enough to ply their trade outside in the Icelandic winter, the company has developed into something altogether more fashionable, but no less practical. “After new ownership of the company by Joni Sighvatsson, Hollywood producer, we have gotten very good exposure within the celebrity circles both sides of the Atlantic,” explains Kári Þór Rúnarsson, the company’s marketing director. “We have numerous fans of the products that regularly wear our stuff such as Scarlett Johansson, Ewan McGregor, Julia Stiles, director Eli Roth and one of our biggest fans: Quentin Tarantino.” Not remotely star-struck, Kári coolly describes all this A-list attention as, “very enjoyable”. How’s that for cool? Unfortunately for those looking forward to the 66º North birthday party, with champagne and fireworks – you’re out of luck. “We have decided not to have a grand celebration and rather focus our efforts on what we do best: to design, make and market our clothes,” says Kári. “So apart from putting even more effort into our award winning marketing efforts and some events to celebrate the occasion with our employees, there isn’t much visible to the public.” Maybe that’s a shame, but it betrays the ethic of a serious outdoor clothing company, accidentally turned fashion label – not of a fashion label trying to make a name in the outdoor clothing market. Apparently substance still wins out over style…nice to know. Text by Alex Elliott
Feature Articles News in English Shopping and fashion Mest lesið Ætlaði ekki að trúa því að sonurinn hefði sjálfur staðið upp úr bílnum Innlent Norðmenn uggandi vegna mögulegra viðbragða Trump Erlent Grínaðist með Möggu Stínu: „Fyrsta líflátshótunin kom 18 mínútum seinna“ Innlent Tókst ekki að sanna að Brim bæri ábyrgð á dauða sonar þeirra Innlent Fjöldi látinn eftir að verksmiðja sprakk í loft upp Innlent Þarf að una áminningu í máli móður í forsjárdeilu Innlent Nóbelsnefndin hafi valið pólitík fram yfir frið Erlent Venesúelskur stjórnarandstæðingur hlaut friðarverðlaun Nóbels Erlent Magga Stína í flugi á leið til Istanbúl Innlent Gummi reiður: „Kominn tími til að þeir sem ráða opni augun“ Innlent