66°North, the iconic outdoor clothing brand, is set to launch its first line under the creative direction of Kei Toyoshima. With a wealth of experience in the fashion industry and a deep understanding of Nordic design principles, Toyoshima brings a fresh perspective to the brand.
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The 1926-founded Icelandic brand currently focuses mostly on direct-to-consumer sales, but it hopes to significantly expand into the wholesale market. In order to achieve this, the brand will showcase its collection at a showroom in Paris during Men’s Fashion Week. Here, it will feature the first collection from creative director Kei Toyoshima, a designer who has previously held positions as head of menswear at Haider Ackerman and Bottega Veneta in addition to continuing to advise Louis Vuitton on menswear matters.
Currently, the brand operates 11 retail stores in its home country as well as one in Copenhagen and another on Regent Street in London. While Iceland remains its largest market overall, the U.S. is its biggest online market, followed by the U.K., Germany and Scandinavia, according to Helgi Oskarsson, 66°North’s chief executive officer, who said the brand added Selfridges, Browns, Harrods and other stores to its stable this past fall. The line is also sold at Ssense and Mr Porter.
This collaboration between 66°North and Toyoshima promises to redefine contemporary outdoor apparel by offering reliability, durability, and timeless sophistication for explorers around the world.