66North store

66ºNorth announces new UK Flagship store to open in London

Icelandic B Corp clothing brand 66ºNorth has announced that it will open a UK flagship retail store in the West End this Autumn.

Slated to open second week of September, the store – the brand’s first outside of Iceland and Denmark – is situated on London’s prestigious Regent Street with a further access point via Soho’s Glasshouse Street.

With 3500 sq ft retail floorspace showcasing technical outerwear, apparel and accessories from their men’s and women’s collections, there will also be a showroom and space for community gatherings and workshops on the lower floor.

Berlin-based architects, Gonzalez Haase, have been appointed to bring 66ºNorth’s Icelandic DNA to life through the design of the space. Their design approach captures the interplay between Iceland as a constant and static island, with the myriad shades of grey found in the forever changing weather for which it is renowned. The materials used on the shop floor are mainly earth based, the colours natural, and the walls will be clad in natural British clay.

Kira Sciberras, Architect / Project Manager at Gonzalez Haase, said: “The existing floor plan is already quite complex on its own with no straight walls and all different kinds of columns, reminiscent of a forest. The grey clay walls are monumental and simple, they can be higher and lower depending on their position carefully allowing or obstructing fields of view. They create different perspectives and atmospheres.”

2022 is shaping up to be a busy year for 66ºNorth who became the first Icelandic brand to become B-Corp certified in April this year. Collaborations with German tent manufacturer, Heimplanet and French cycling brand Café du Cycliste were joined by the announcement of a three-year partnership with UN Women Iceland who are working to support and create job opportunities for refugees fleeing war-torn countries in the Middle East. When the new store opens its doors in September, British customers can look forward to exclusive collaborations with brands, designers and people. Further news to be announced.

66ºNorth 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. We opened our first store outside of Iceland seven years ago in Copenhagen. Ever since then, we’ve been waiting for the right moment to open a London store. Now, we are ready. We chose the site on 100 Regent Street & 33A Glasshouse Street for two reasons. First, it’s one of the busiest shopping streets in all of London. Locals and tourists alike come here to be inspired, and the retail experience we’re building will contribute to that. Second, the space at this particular address was capable of fitting our vision. London will be our Flagship store for all of Europe, with 340m2 (3,500 sq ft) of shopping space, which allows us to showcase the 66°North collection nearly in its entirety and tell the brand’s story alongside it.

“66°North was founded in 1926 to protect Icelandic fishermen from the challenges of the Arctic Circle. Ever since then, we’ve made quality products that withstand the elements, all in the name of promoting a life lived in harmony with nature. The best way to present the brand and tell its sustainability story is to showcase the quality and durability of the product in our own stores.

“We have been selling through retail partners in the UK and our own website www.66north.com for several years, but the most rewarding part of opening any store is introducing new customers to 66°North in an authentic and immersive way. Our London flagship will enable that.”

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