66°North's '100 People' photographic series debuts at DesignMarch 2026
Founded in 1926 by fisherman Hans Kristjánsson in Suðureyri, Icelandic outerwear brand 66°North, originally named Sjóklæðagerð Íslands, marks its 100th anniversary with a photographic project called '100 People'. This series features 100 portraits of Icelandic residents, each born between 1926 and 2026, donning their own 66°North attire. Photographer Sigríður Margrét captured these images over four seasons in various locations, including Reykjavík and the Westman Islands, focusing on everyday settings rather than studios. Among the featured individuals is artist Ragnheiður Jónsdóttir (born 1933), photographed at home. The exhibition will take place during DesignMarch from 7-10 May at Herma in Reykjavík and will also be displayed at 66°North's flagship stores in London and Copenhagen starting 7 May 2026. CEO Helgi Óskarsson notes that over 97% of Icelanders own at least one piece from the brand, which maintains its Icelandic roots despite its international presence. The initiative took more than a year to organize and is regarded as 'a living timeline of the nation.'
Key facts
- 66°North was founded in 1926 by Hans Kristjánsson in Suðureyri, Iceland.
- The brand began as Sjóklæðagerð Íslands, producing protective clothing for fishermen.
- Over 97% of Iceland's population owns at least one 66°North garment.
- The '100 People' series includes one portrait for each year from 1926 to 2026.
- Photographer Sigríður Margrét shot the series over four seasons across Iceland.
- Subjects include artist Ragnheiður Jónsdóttir (born 1933).
- The series debuts at DesignMarch in Reykjavík from 7-10 May 2026.
- Selected images will also be shown at 66°North's London and Copenhagen stores from 7 May 2026.
Entities
Artists
- Hans Kristjánsson
- Sigríður Margrét
- Ragnheiður Jónsdóttir
- Helgi Óskarsson
- Jack Moss
Institutions
- 66°North
- Sjóklæðagerð Íslands
- DesignMarch
- Wallpaper*
- Herma
- London Regent Street Flagship
- Copenhagen Archive Store
- AnOther
- 10 Magazine
- Rizzoli
Locations
- Suðureyri
- Westfjords
- Iceland
- Reykjavík
- Westman Islands
- London
- Copenhagen
- Hafið
- Hverfisgata