Wednesday this week will see Icelandic outerwear model 66°North launching its SS25 assortment ‘Blurred Seasons’. And it comes with its first Chris Burkard design collab and the brand new Helgafell working line, based mostly on the UK-originated exercise of fell working. There’s additionally a supporting marketing campaign.
66°North
For SS25, 66°North mentioned it “exports its blurred season dressing beyond Iceland to the global community of adventurers, travellers, and everyday commuters experiencing a wide variety of climates and lifestyles”. The “protective layers provide the foundation to the entire collection”, with the model’s signature shell jackets on the forefront, reminiscent of its most technical Hornstrandir Gore-Tex Professional and “everyday go-to” Polartec Snæfell, whereas additionally providing lighter shell layers for top summer time.
As talked about, this season, 66°North introduces its first design collaboration with long-term model ambassador, photographer, and Iceland-based explorer, Chris Burkard. The gathering contains numerous multi-use jackets and shorts “inspired by [his] love of movement”.
And the corporate mentioned that “tapping into the overarching theme of blurred seasons, the collection provides layers you can count on in the mountains, from the unexpected storm to a cold snap in the valley”.
Additionally newly developed for SS25 is the model’s new Helgafell working line, designed in partnership with UK-based Rory Griffin, the path runner and founding father of Orienteer Journal and Studio.
Helgafell is a set “rooted in Iceland’s rugged and harsh terrain, designed with functionality at the forefront of each piece to manage weather comfortably and safely during trail runs”.
However the firm mentioned that whereas it’s “synonymous with Icelandic locals, it also taps into the UK and European sport of fell running”.
Born within the North of England and in Scotland, this sport — which is also referred to as hill working — “takes athletes and enthusiasts out into diverse terrain where they must focus on their navigational skills and preparation for the journey, with functionality first”.
So the vary options “shorts with stuffable pockets and packable jackets with storage for race fuel and additional phone storage”.
The corporate additionally up to date its core Straumur swim line for the season with new material and color choices, and its heritage ‘Kría’ capsule can also be again for SS25. The gathering, named after the arctic tern, dates again to the Nineties when the gathering was first launched in Iceland. This season, the inspiration comes from tenting and love of the outside, bringing collectively each technical components and way of life.
