Think

Think
of 66
̊Northclothing as the original fisherman’s friend, albeit not
of the edible variety. “Keeping Iceland warm since 1926” is the
brand’s motto, and since Hans Kristjánsson founded the company in
the early 20th century, 66 ̊North’s jackets – all rigorously tested
by mountaineers and explorers – have lived up to their moniker by
continuing to withstand the extreme and unpredictable climate of
the North Atlantic.

It’s small wonder that 95 per cent of technical outwear donned
by Icelanders bears the 66 ̊North logo. Whether facing drizzly
conditions in the city or pushing limits in the great outdoors,
people turn to 66 ̊North as a trusted ally in their exploration of
the world. It’s perhaps no surprise, then, that it’s the chosen
attire for the Icelandic Association for Search and Rescue.

With an unwavering dedication to sustainability at its core, the
brand became carbon neutral in 2019. Green energy powers its
production, while carbon is offset through its pioneering
tree-planting programme. This outerwear is made for life.

We caught up with Matthew Woolsey, an avid explorer and Global
President of 66 ̊North, to talk about how the rugged beauty of
Iceland inspires the brand’s designs and the
sense of freedom afforded by adventure.

Describe the brand in three words.

Performance, sustainability and heritage.

How is Iceland encapsulated in 66 ̊North’s designs?

Iceland’s aesthetics are beautiful in their paradox: powerful
and chaotic, yet serene and simple. The landscapes are remarkable,
but what’s below the surface is often more incredible. The same can
be said of our minimalist clothes. While colours reference the
Northern Lights and Arctic flora, you won’t find unnecessary zips
or toggles. Yet the technical underpinnings are complex; some
garments take two days to sew.

How can wearing 66 ̊North help us become more connected to
nature?

Our connection to nature should run deeper than enjoying a
once-in-a-while walk on a sunny day; 66 ̊North clothing is designed
so you can experience the joy of being on our planet in all its
challenging conditions. In
Iceland the weather can change every five minutes, so outerwear
needs to be versatile and high-performance.

How is 66 ̊North shaping the way we travel?

Often the most meaningful moments come from simple experiences:
gazing at a waterfall or spotting a flower emerging from between
rocks. Nature reminds us that we aren’t in control. If we can be
aware of the magnitude of small moments, travel can be restorative,
memorable and impactful, rather than a series of destinations to
tick off.

What does freedom mean to you?

The freedom to wander, literally and metaphorically. The ability
to pick one’s path, to get lost, and to find one’s way again
without judgment or fear.

We’re planning an Icelandic adventure. What should we pack in
our SUITCASE?

Our award-winning Snæfell shell jacket, in colours inspired by
Iceland. Its soft, waterproof fabric is so breathable you can wear
it walking in summer or skiing in winter. Don’t forget a book, too.
I recommend On Time and Water by Andri Snær Magnason, which
explores how we might live in harmony with future generations.