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66° North opens Soho pop-up shop as “a teaser” to Regent Street flagship launch

Tom Bottomley
21 September 2022

Icelandic B Corp certified outerwear brand 66° North, which is due to open a 3,500 sq ft flagship store at 100 Regent Street on 1 December 2022, has opened a pop-up shop at 19 Air Street – cornering Brewer Street in London’s Soho - called 66° North Beacon, as a precursor.

The pop-up, described as a soft launch “to create some buzz” ahead of the main store launch, will be open for 66 days until mid-November.

Helgi Oskarsson, CEO of 66° North, said: “The opportunity to create a bit of teaser in anticipation of the store opening appeared, and as we have special projects with James T Merry and Charlie Constantinou this fall, a six-week pop-up in one of the best corners of Soho felt like a naturally transition ahead of the big opening in December.

“The pop-up will offer key styles from the AW22 collection, 66° North classics and exclusive pieces such as the Dyngja all over glacier print capsule, made from images captured by photographer Benjamin Hardman in Iceland. The capsule will be sold exclusive through 66° North and Matches Fashion.”

The new Regent Street flagship will also have a second entrance at 33A Glasshouse Street. Ahead of the launch, Oskarsson added: “We are thrilled about the opening of our new London flagship. London is an amazing city: beyond its culture and heritage, it’s home to some of the best and most influential fashion retail in the world. We opened our first store outside of Iceland seven years ago in Copenhagen. Ever since then we’ve been waiting for the right moment to open a London store. Now, we are ready.

“We chose the site on 100 Regent Street and 33A Glasshouse Street for two reasons. First, it’s one of the busiest shopping streets in all of London. Locals and tourists alike come here to be inspired, and the retail experience we’re building will contribute to that. Second, the space at this particular address was capable of fitting our vision. London will be our flagship store for all of Europe, with 3,500 sq ft of shopping space, which allows us to showcase the 66°North collection nearly in its entirety and tell the brand’s story alongside it.”

66°North was founded in 1926 to protect Icelandic fishermen from the challenges of the Arctic Circle. Ever since then, it has made quality products that withstand the elements, all “in the name of promoting a life lived in harmony with nature”.


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