66°North, the renowned Icelandic clothing brand renowned for its outdoor heritage, is set to make its mark on the London retail scene with the opening of its first UK flagship store in the West End this autumn. Located on Regent Street, with an additional entrance on Glasshouse Street, the store will serve as the brand’s Europe flagship, offering a wide range of technical outerwear, apparel, and accessories from their men’s and women’s collections.
The 3,500 sq ft space is not just a retail destination but also a community hub for gatherings and workshops, with a showroom situated on the lower floor. To bring the essence of Iceland to life, the store’s design is being handled by the Berlin-based architect Gonzalez Haase. The concept aims to capture the contrast between Iceland’s static island nature and its ever-changing weather. The shop floor will be adorned with earth-based materials and a natural color scheme, while the walls will be adorned with natural British clay. This thoughtful design creates different perspectives and atmospheres, offering customers a unique and immersive experience.
CEO Helgi Oskarsson expressed his excitement about the upcoming flagship store in London, stating that they have been patiently waiting for the right moment to expand their presence in the city. Oskarsson believes that the location on Regent Street and Glasshouse Street is perfect due to the high foot traffic and the store’s ability to showcase their brand vision. The London store will provide customers with the opportunity to explore the entire 66°North collection and learn about the brand’s story.
In addition to the store opening, 2022 has been an eventful year for 66°North. In April, they achieved B-Corp certification, becoming the first Icelandic brand to receive this recognition for their commitment to social and environmental performance. They have also collaborated with companies such as German tent manufacturer Heimplanet and French cycling brand Café du Cycliste. Furthermore, they announced a three-year partnership with UN Women Iceland to empower refugees from war-torn countries in the Middle East by providing job opportunities.
With the opening of their flagship store and their dedication to sustainability and social impact, 66°North is poised to make a significant impact on the London retail scene. Customers can look forward to experiencing the brand’s Icelandic heritage and high-quality outdoor clothing firsthand while supporting a brand that places great importance on ethical practices.
Useful links:
1. 66°North Official Website
2. B-Corp Certification
