Icelandic outerwear brand 66°North, known for its high-quality and functional clothing, has just released its new 2024 autumn and winter series Lookbook. This marks the first full collection under the creative direction of Kei Toyoshima, who took over the brand in 2022.
Toyoshima, previously affiliated with renowned fashion houses such as Bottega Veneta, Haider Ackermann, and Louis Vuitton, brings his avant-garde designs to the forefront this season. The collection features a combination of baggy sweaters, wide cargo pants, knee-length parkas, and jacquard knits, catering to a city-appropriate look for residents and office workers in Iceland.
Drawing inspiration from the brand’s archives and its slogan “Keeping Iceland warm since 1926”, Toyoshima emphasizes the functionality and excellence in creating outerwear that has been the cornerstone of 66°North. He highlights the brand’s ability to produce clothing in its own factories, ensuring that functional design and innovation go hand in hand, something that most fashion companies cannot compete with.
The new collection showcases soft and confident tones of navy, cream, and tan, reflecting Toyoshima’s Japanese heritage. Pieces such as the Kria Boiled Wool Zipped Sweater, Kria Puffy Trench Coat, and Kria Inside Out Shell Jacket embody a perfect blend of functionality and fashion, aiming to establish an everyday uniform style that symbolizes the story of 66°North and bridges the gap between tradition and the future.
The collection is described as modern, fresh, and globally inspired, while staying true to its Icelandic roots, representing a significant step forward for the brand under Toyoshima’s creative direction.