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In Pictures: 66°North opens new Regent Street flagship store

Tom Bottomley
02 December 2022

Icelandic outdoor brand 66°North has now opened its much anticipated new 3,500 sq ft flagship store at 100 Regent Street, the brand’s first store outside of Iceland and Denmark.

The store has been “designed to reflect the dynamic and awe-inspiring landscape of Iceland”, using natural materials, earthy tones and minimalist structures to showcase the B-Corp certified brand's responsibly produced collection.

Featuring technical outerwear, apparel and accessories from its men’s and women’s collections, the new store also houses a showroom and space for community gatherings and workshops.

A 60 ft long curved wall by the Regent Street entrance starts the customer’s journey as they are transported into an “experiential tactile world”. Screens and mirrors have been inserted between walls, with other features including carved earth islands and a bespoke ceiling mesh lighting system which creates misty white sky effects.

66°North CEO, Helgi Oskarsson, said: “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.”

 66ºNorth opens new Regent Street flagship store

66°North was founded in 1926 to protect Icelandic fishermen from the challenges of the Arctic Circle. The brand has been selling through retail partners in the UK for several years, but the new London flagship store is a real statement of intent to grow its UK business. Exclusive collaborations with other brands and designers are also firmly in the pipeline.

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