Welcome to The Scoop: a weekly email series where I ask fashion insiders about the week’s top stories. This is a chance for the Vogue Business community to digest and discuss the latest headlines, with a special insider look every Friday.

This week’s guest is Helgi Óskarsson, CEO of 66°North. The company was founded in Iceland in 1926 by Hans Kristjánsson, who wanted to create clothing that could protect Icelandic fishermen and workers from the harsh North Atlantic weather.

Helgi became co-owner and CEO in 2011. While all of its puffers, insulated trousers, and other cold-weather gear still prioritize durability and function, the brand has also deepened its connections to fashion and culture. With 66°North celebrating its 100th anniversary this year, I called Helgi to find out how they’re marking the occasion.

Hi Helgi, what’s the scoop?

We’re opening a new flagship store in Copenhagen in early August, timed with Copenhagen Fashion Week. The space we’re taking over was home to Storm, a legendary Copenhagen store, for the past 25 years. Storm has had a huge impact on Danish fashion and retail over the last 30 years, so moving into this location on our 100th anniversary is a real honor.

It’s your centennial! How did this move happen?

When I heard the location was available, I reached out to Storm’s co-founder, Rasmus Storm, and we had a conversation. Over time, we’ve built a strong friendship, partly because we relate to each other’s business challenges. We agreed to work together on the transition from Storm to 66°North by creating a capsule collection.

What will that capsule collection be like?

Rasmus has been working closely with our creative team and will visit Iceland this spring to make sure the collection appeals to both the 66°North community and Storm’s very loyal following. It will be very limited. As with most of our collaborations, we plan to use leftover fabrics, and that’s what we’re doing with Storm too. That’s about all I can share, other than that it will be made in our own factories in Latvia.

You actually run your own factories. Are you finding disassembly challenging as well?

Our factories focus on quality and durability. That goes back to our founding in 1926—when you make products meant to save lives, you can’t compromise on those things. Did you know 60% of all clothing made worldwide is thrown away within a year?

We’ve also had a repair shop since 1926. It wasn’t something we started recently to appear more sustainable. It began because Iceland was very poor back then, and most of our early revenue actually came from repairs. Today, we repair over 4,000 items a year. So for us, it’s less about taking garments apart and more about making them last.

You already have two other stores in Copenhagen. Why open a third there instead of somewhere else in the world?

I think the key word is community. We’ve always been an important part of Icelandic community and culture. When we decided to open stores outside Iceland in 2014, Copenhagen was a natural choice. Iceland was part of the Danish kingdom for 500 years, so Copenhagen was effectively Iceland’s capital for a long time.

We wanted to open a store that truly represented the brand. We worked with the Berlin-based studio Gonzalez Haase on our London store in 2022. Later, we opened a store in Copenhagen Airport, followed by our archive store. Now, it’s time to upgrade our Danish flagship. We feel very connected to the local community and have already collaborated with three Danish brands. We started with Soulland back in 2014, then wor…We collaborated with Ganni from 2019 through 2022. Then, in February of this year, we partnered with a local skate brand called Dancer.
A rendering of the Storm space by the 66°North team, courtesy of 66°North.

What do you hope the next 100 years will bring for 66°North?
I reflect on the founder, who had the courage to start a small clothing company in a remote part of northwest Iceland, saving the lives of Icelandic fishermen. It takes bravery to take such a step, and I hope that over the next century, the company will continue to evolve. I’m excited to explore how we can connect with people in different markets.

Expanding into new markets isn’t easy in today’s world. Is macroeconomic uncertainty affecting your supply chain?
Absolutely. Looking back a few years, Brexit took many by surprise. The UK was a crucial market, and suddenly it required a completely different approach. Getting products into the market has been challenging. Then came COVID, followed by tariff wars, and now actual wars. All of this has disrupted supply chains—materials are delayed as shipping routes are shut down. I suppose that’s just the reality we live in, and we have to navigate it.

What advice would you give to fashion and luxury leaders during uncertain times?
My advice is to have a clear vision, stay committed to it, and remain agile enough to overcome the challenges that arise. Expect detours along the way, but always keep your destination in mind.

My colleague Lucy recently wrote about what it means to be a PR professional in 2026. What does it mean to be a CEO in 2026?
I think being a CEO in 2026 will be incredibly exciting. There will be significant challenges, but they’ll also bring opportunities. Some of humanity’s greatest achievements have come during difficult times. So, I say: bring on the challenges.

You can catch up on last week’s Scoop interview with James Boulter here.

Frequently Asked Questions
Of course Here is a list of FAQs about 66Norths new store framed as questions a customer or interested person might ask

About the New Store Location

Q1 Where is 66Norths new store
A Its located at Laugavegur 66 in Reykjavík Iceland This is their third store in the city

Q2 Why is this location so special or iconic
A Laugavegur 66 is a historic building that was once the headquarters of the Icelandic Cooperative Movement Its a beloved and architecturally significant spot in the heart of Reykjavík

Q3 What can I expect to find at this new store thats different
A While it will carry their full range of technical apparel the store is designed to be an immersive experience that reflects 66Norths heritage and connection to the Icelandic landscape likely through its design and storytelling elements

Q4 When did the store open
A The article announces its opening so it would be a very recent launch For the exact date you should check 66Norths official website or social media channels

About the Decision Brand Story

Q5 Who is Helgi Óskarsson and what is his role
A Helgi Óskarsson is the CEO of 66North He is sharing the story and vision behind choosing this specific location for their third store

Q6 Why did 66North choose to open a third store in Reykjavík instead of expanding elsewhere
A While they are an international brand reinforcing their deep roots in Iceland is core to their identity This store allows them to connect with both locals and visitors in a historically significant building that aligns with their values of quality durability and Icelandic heritage

Q7 What is the story behind this store as mentioned in the title
A The story connects 66Norths 100year history of protecting people from the Icelandic elements to the history of the building itselfa place that was central to Icelands community and economic development Its about continuity and place

Practical Information Brand Strategy

Q8 Will the products or prices be different at this location
A The products will be the same highquality