For 85 years, IceFish 2011 exhibitor 66°NORTH has dedicated itself to protecting the Icelandic people.
If you have yet to find yourself in the midst of a blizzard on what started out as a sunny day in June, you might have trouble understanding this, however, Icelanders will understand perfectly.
66°NORTH was born out of necessity. For human beings to survive in the extreme Icelandic environment, they must be protected from the elements. The company was originally founded in 1926 as a maker of protective clothing for fishermen and labourers in arctic conditions.
Since then, 66°NORTH’s rugged work wear has been the first line of defense for those braving the North Atlantic. These are warm touch clothes and great protection against the wind and rain at sea. The weather in Iceland is unpredictable and sometimes downright hostile so these qualities quickly caught on with people on dry land too, and today 66°NORTH keeps Iceland warm in many ways.
The company says that fishermen still prefer its designs, developed through decades of experience and 66°NORTH says it is proud suppliers to police, firemen and the largest volunteer search and rescue team in the world, which has been wearing 66°NORTH work wear for over 40 years. These are brave people that go out in all kinds of weather and situations - whether there has been a snow avalanche or an earthquake, these people go out to help others without pay and stay out for as long as needed. The company says they can testify on the quality and durability of its clothing. 66°NORTH’s outdoor clothing is the street wear of choice for young people and Icelandic children wear the company’s clothes all year round, just like their great grandparents did.
66°NORTH says it has the most perfected test laboratory in the world - the country itself. Therefore 66°NORTH draws upon Iceland’s unique environment for inspiration combining high quality technical fabrics with stylish technical designs.
