To mark the beginning of festival season, Icelandic outerwear brand 66°North has collaborated with high-end department store Selfridges on a exclusive unisex capsule collection.
It’s designed for “outdoor partygoers and seasoned campers alike” and has just launched.
The collection has been “responsibly produced” using mostly deadstock fabric from 66°North’s own factory in Latvia, and comes as part of Selfridges’ current Worn Again sustainability drive that places circular options alongside new-season collections.
What’s on offer includes a variety of styles based around 66°North’s 1990’s heritage ‘Kría’ collection in different colour block combinations. That means fleece jackets, zip sweaters, bucket hats, neoshell jackets, belt bags, T-shirts and cropped hoodies.
And there’s also a selection of “festival essentials” such as towels, swimsuits, backpacks and socks.
The company said the jackets are constructed for an oversized fit and made in technical Polartec NeoShell fabric with taped seams.
It comes with a campaign fronted by “model and digital creator” Mia Regan, alongside her friends Kevin and Karlon Bonsu, best known as The Flag Twins. It’s a first for 20-year-old Regan as she’s not previously been the creative director and producer behind a shoot.
She said she was inspired by “fond memories of festivals with my family and friends growing up. I started cutting up mine and my parents’ festival imagery and layering them together to create fun and playful artwork that embodies the energy of what festivals mean to me”.
She also worked with @danikim as she said “I love how her work is a combination between the adventurous vibe of 66°North whilst also being bright and colourful in line with the festival theme”. And The Flag Twins were chosen to shoot alongside her “as their energy is unmatched.”
Meanwhile 66°North called the collab a “a pivotal moment” for it in its UK journey after it opened its Regent Street, London flagship last year.
“The festival season is such a huge part of British culture, and partnering with Selfridges to bring our own Icelandic touch is an exciting next step for us,” co-CEO Bjarney Harðardóttir said. “Our clothing is a standard kit for unpredictable weather at Icelandic festivals so we are happy to bring that to the UK. Making use of what we have is a natural part of Icelandic life, doing so with Mia Regan and incorporating our Kría heritage makes it all the better.”
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