At the heart of the celebration is “867,815,464 Hours”, an immersive exhibition symbolising the total hours since the brand’s founding in 1926. The showcase explores past, present, and future, highlighting the brand’s evolution from outfitting Icelandic fishermen to designing high-performance outerwear for today’s global audience. The exhibition will include rare archival pieces, including the first Icelander’s Everest ascent suit and the original fisherman’s coat. A dedicated section will also spotlight 66°North’s circularity efforts, from repairs and upcycling to its commitment to made-to-last design.

The AW25 collection, "Transforming Landscapes," reflects Iceland’s ever-shifting environment, emphasising layering and adaptive outerwear built to endure. Highlights include the best-selling ‘Hornstrandir’ in GORE-TEX® PRO, the Dyngja puffer range in recycled down, and new styles like the Ægisíða down coat, designed to pack into a backpack. The colour palette takes cues from Iceland’s receding glaciers, aligning with UNESCO’s International Year of Glaciers’ Preservation 2025.