MILAN — Iceland-based sustainable outerwear brand 66°North is kicking off its 100th anniversary celebrations with a national acknowledgement.
Ahead of the unveiling of its fall 2026 collection and a celebratory dinner on Tuesday during Copenhagen Fashion Week, the company revealed it has been appointed the official clothing sponsor for Team Iceland at the Milano Cortina Winter Olympic and Paralympic Winter Games, running Feb. 6 to 22 and March 6 to 15, respectively.
“We have collaborated with Iceland’s Olympic team for prior Games, and this sponsorship feels especially meaningful as we mark 100 years,” said the brand’s chief executive officer Helgi Óskarsson, mentioning previous projects for games in Lillehammer, Norway, in 1994 and in Nagano, Japan, in 1998.
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“We’re deeply proud of our Icelandic heritage and therefore honored to once again outfit our national team with our gear,” he added.
For the upcoming sport event, the label will supply the Icelandic Olympic team with clothing to be worn at the opening ceremony on Feb. 6, during the Games, as well as for training and everyday wear.
The outfits will spotlight the label’s bestselling technical pieces, including their hero Hornstrandir jacket and pants known for their versatility for skiing, hiking and daily wear, customized for the occasion. As for footwear, this will be supplied by Hoka to coincide with 66°North’s launching as a Hoka stockist in Iceland and athletes outfitted in the Hoka Kaha 2 Frost Moc Gore-Tex style.
To mark its sponsorship of the country’s Paralympic team, the brand will also launch a digital campaign featuring Icelandic para-athlete and hand-cyclist Arna Sigríður Albertsdóttir.
The company will also release a dedicated, limited-edition merch capsule comprising beanies and a shell suit, to be sold exclusively in Iceland with prices ranging from 43 euros to 595 euros.
Founded in 1926 with a mission to dress and protect Icelandic fishermen working in the North Atlantic ocean, the company is known for its designs hinged on durability and functionality, evolving from workwear to everyday outerwear over the decades.
As reported, it celebrated its journey with an immersive exhibition at Copenhagen Fashion Week last year, showcasing pieces ranging from a fisherman’s jacket dating back to the ‘60s and based on a 66°North style from when the brand was founded to the suit that mountaineer Leifur Örn Svavarsson wore to climb the north side of Mount Everest in 2013, in addition to the 1998 Olympic kit, among others.
Meanwhile, Olympic fever is rising in Italy. As reported, “Heated Rivalry” stars Hudson Williams and Connor Storrie were most recently named among the torchbearers of the Games, bound to join the Olympic Torch Relay carrying the flame in the lead-up to the opening ceremony.
While organizers have yet to reveal the exact date, timing and location for the two stars to bear the torch, they previously confirmed that Mariah Carey will be one of the performers at the opening ceremony, alongside Italian personalities such as Laura Pausini and Andrea Bocelli. The event will also feature a tribute to the late designer and entrepreneur Giorgio Armani.
The opening ceremony will take place at the San Siro stadium in Milan, in addition to the titular town of Cortina d’Ampezzo, and three other locations, in sync with the widespread format of this edition of the Games, which will be held at the ski resort locations of Predazzo, Bormio and Livigno, all scattered across northern Italy.
The closing ceremony for the Olympics and opening ceremony for the Paralympics will both be held at the Arena di Verona, a two-hour drive from Milan.
