For 66°North, outerwear has never been a costume of adventure. It began as something more urgent: protection. Clothing made for fishermen, workers, storms, cold, wind, rain, and the brutal everyday reality of living close to the North Atlantic.
Now, that Icelandic survival language has a new home in Copenhagen. The brand has opened a new flagship at Store Regnegade 1, taking over the former home of Storm, one of the city’s most influential concept stores. The opening took place during Copenhagen Fashion Week, turning the retail handover into something more symbolic than a change of address.
The location matters. Storm shaped Copenhagen’s fashion and streetwear landscape for more than three decades, building a reputation as a destination for people who wanted clothes to feel connected to music, art, sneakers, design, and subculture. For 66°North to move into that space is not just expansion. It is a kind of cultural inheritance.
Founded in Iceland in 1926, 66°North built its identity around garments that could survive serious weather. But over the past decade, the brand has increasingly moved through the space between technical performance and fashion culture. Its first international store opened in Copenhagen in 2014, and the city has since become central to its world, with collaborations involving Danish names including Soulland, GANNI, and Dancer.
To mark the new flagship, the brand has created an exclusive collaboration with Storm. The limited capsule includes a Dyngja wool jacket, inspired by an early-2000s 66°North archive shell, with seam-taped construction and collaborative branding in Storm’s signature orange, as well as a regular-fit T-shirt referencing the iconic 66°North Greni overall, photographed on an Icelandic glacier.
That mix of archive, function, and local memory is exactly where the project becomes interesting. The clothes are not simply commemorative products. They are objects carrying two histories at once: 66°North’s century of weather-facing Icelandic utility and Storm’s role in shaping Copenhagen’s visual culture.
The opening also lands during 66°North’s 100-year anniversary, giving the move an extra charge. CEO Helgi Óskarsson has described Copenhagen as an important city for the brand and the new flagship as part of a long-term commitment to Denmark and its communities.
Photos: 66°North