Atlantica - 01.01.2006, Qupperneq 50

48 AT L A N T I CA
Vikings in SoHo
Across North America, Patagonia fleeces used to have as much
cachet as Diesel Jeans, but those days are fading like a pair of stone
washed denim blues. The brand now has to contend with a new arrival
on America’s shores. The Icelandic fleece and winter clothing company
66˚North is making a go in the American market.
This holiday season the company made an icy splash in SoHo with a
temporary store that was a hit with chic New Yorkers on the lookout for
something new, especially if it comes from the coolest country on the
planet, Iceland. The shop was decorated with a spongy “lava” field, rocks
covered with imported Icelandic moss and racks of sleekly tailored and
durable coats, snowsuits and fleece.
Famous for years as a must-stop place on the international circuit of hip,
Reykjavík has been known for its style ever since the Sugarcubes showered
the world with their cool music more than a decade ago. Those who have
been privileged enough to make their way almost to the Arctic Circle
The rugged and chic 66˚North Iceland clothing company is poised to conquer America.
(Reykjavík actually sits at 64˚N) often go back home wearing their tai-
lored Icelandic fleeces and jackets emblazoned with the 66˚North logo.
Now, through online shopping, people can get their Icelandic winter
protection without having to venture too far from home. Meanwhile, the
company has plans to roll out more flagship stores like the one in SoHo.
Their plan, company officials say, “is to build a national brand in North
America that is a pure reflection of Icelandic culture, pursuits and style.”
The brand already has an army of tastemakers spreading its message
from the middle of the Atlantic to the coast of North America. Quentin
Tarantino fell in love with 66˚North on a recent visit to Iceland. Julia Stiles
and Forest Whitaker became fans of the cool fleece while shooting a new
movie here. And then there’s Scarlet Johansson and Ewan McGregor,
who are fans as well. With these heavyweights lined up, Patagonia might
be shivering in their Gore-Tex boots already.
– Adam Key Raney. Photos by Páll Stefánsson and courtesy of 66˚ North.
PROMOTION
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047- ATL106 Isl.indd 48 16.12.2005 12:48:46