Icelandic outerwear brand 66°North has partnered with renowned department store Selfridges to launch an exclusive unisex collection just in time for the festival season. The collection caters to both outdoor partygoers and seasoned campers and is now available at Selfridges. In line with Selfridges’ commitment to sustainability through their Worn Again initiative, the 66°North x Selfridges collection prioritizes responsible production. The majority of the fabrics used in the collection are sourced from deadstock at 66°North’s own factory in Latvia.
Drawing inspiration from 66°North’s popular ‘Kría’ collection from the 1990s, the capsule collection showcases a variety of styles with unique color block combinations. Customers can expect to find fleece jackets, zip sweaters, bucket hats, neoshell jackets, belt bags, T-shirts, cropped hoodies, and festival essentials like towels, swimsuits, backpacks, and socks. The jackets in the collection sports an oversized fit and are made from high-quality Polartec NeoShell fabric with taped seams, ensuring durability and protection from the elements.
To promote the collection, 66°North tapped model and digital creator Mia Regan, along with her friends Kevin and Karlon Bonsu, who are collectively known as The Flag Twins. Regan, taking on the role of creative director and producer for the campaign, drew from her cherished festival memories with loved ones to create vibrant artwork through layering and cutting festival imagery. Collaborating with artist @danikim, Regan successfully captured the adventurous and colorful spirit of 66°North’s brand and the festival theme.
For 66°North, this collaboration with Selfridges is a significant milestone in their presence in the UK market. After opening their flagship store on Regent Street in London last year, Co-CEO Bjarney Harðardóttir sees this collaboration as a “pivotal moment” for the brand. They are excited to bring the Icelandic touch to the festival season in the UK, especially given the brand’s reputation for durability and weather resistance. The incorporation of Mia Regan’s creative vision, along with the influence of the beloved Kría collection, adds a unique and nostalgic touch to the collaboration.
Links:
– [66°North Official Website](https://www.66north.com/)
– [Selfridges Official Website](https://www.selfridges.com/)
