Icelandic outdoor brand 66 Degrees North has celebrated its 100-year anniversary with an exhibition in Reykjavík.

Over a year, the company travelled across Iceland to photograph 100 individuals born between 1926 and 2025, creating a timeline of the people and communities that have shaped the brand. 

The company said: “From fishermen and farmers to musicians, athletes, doctors, the project celebrates the many lives connected through generations of wear.

“Seeing so many people come together to experience these stories was incredibly meaningful for us.”

After Reykjavík, the exhibition will move to its stores on Regent Street in London and the Archive Store in Copenhagen.

Photo: Ólafía Sigurrós Jónsdóttir, born in 1926

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