Icelandic outerwear brand 66°North will open a new flagship store in Copenhagen in early August, coinciding with Copenhagen Fashion Week and its 100th anniversary. The site previously housed the influential Storm store for 25 years. CEO Helgi Óskarsson discussed the move and a collaborative capsule collection in a Vogue interview.
66°North announces Copenhagen flagship amid centennial celebrations. 66°North, founded in 1926 in Iceland by Hans Kristjánsson to protect fishermen from harsh North Atlantic weather, is marking its 100th anniversary in 2026. CEO Helgi Óskarsson, who became co-owner and CEO in 2011, revealed plans for a third store in Copenhagen opening in early August, timed with Copenhagen Fashion Week. The location on Klosterstræde served as the home of Storm, a storied Danish fashion retailer, for the past 25 years. Óskarsson described it as 'truly an honor' to take over the space on the company's milestone year. He reached out to Storm co-founder Rasmus Storm, with whom he has developed a friendship, leading to a joint limited-edition capsule collection. This collaboration uses leftover fabrics and will be produced in 66°North's factories in Latvia, designed to appeal to both brands' communities. The company already operates two Copenhagen locations: one at the airport and an archive store. Copenhagen was chosen due to deep historical ties—Iceland was under Danish rule for 500 years—and strong local connections, including past collaborations with Soulland in 2014, Ganni from 2019 to 2022, and Dancer this February. 66°North emphasizes durability, with a repair shop operational since 1926 that handles over 4,000 pieces annually. Óskarsson noted ongoing supply chain challenges from Brexit, Covid, tariffs, and wars but advised leaders to 'have a vision, stick to it, and at the same time, be agile enough to work through the challenges.'
