Design Philosophy

Since 1926, we have been creating quality, repairable garments that are versatile in use - made to withstand the most challenging conditions. Nearly 100 years on, our approach to designing outerwear is unchanged.

Historically in Iceland, over-consumption has largely been a foreign concept. In our recent past, simply staying alive was a struggle and resourcefulness (using what you have and making it last) is ingrained in our culture.

Here, everyone has an úlpa; a single jacket that, whatever the weather, ensures you are ready for anything. We wear the same jacket up a mountain as we do out in the city; and treasure our úlpa for a number of years, often passing it down through the generations.

This is why we specialise in multi-purpose garments, like our 3-in-1 Tvioddi, or multisport shells like Snaefell which are suitable for cycling, skiing, or hiking, kayaking and other outdoor activities. Our best-selling shell jacket, Snæfell Neoshell Jacket was introduced back in 2010, and it still looks exactly the same as when it was first made.

Nothing makes us happier than when we see someone in a 20 year-old-plus 66˚North jacket, whether that’s in the Icelandic highlands, on the streets of London, or in our offices.

Our challenge today is to take the concept of úlpa to the world, and encourage a cultural shift in the way we relate to clothes: living life with fewer garments that you love and not buying more than you need. We are proudly part of the slow fashion community, turning the tide on mass consumerism.

Úlpa is an Icelandic cultural and social relationship to one’s «jacket», it broadly means a piece protective clothing (often with hood).

November 25th 2022

25% of all online sales fund the proteciton of glaciers in Iceland

Made to last Limited style count Responsible production volumes

Our designers’ primary goal is marrying a garment’s purpose with longevity. Durable clothing stays in use for longer, merits repair and can be passed on through the generations. Before any of our clothing is manufactured, it is designed and tested in Iceland by our outdoor community of trained mountaineers and rescue team members.

98% of the products we make are repairable, and we have been running a repairs service for our customers since 1926.

The creation of new styles — from design, technical specification development, sampling, preproduction, and production -- is one of the most wasteful parts of manufacturing.

Between 2018 and 2022 we reduced the number of product styles we produce by 42%. Because we design products which are multi use with a timeless aesthetic, we are able to keep the variety of styles low, many of the which have been around for more than a decade. Each year we make subtle performance or sustainability improvements, rather than overhauling designs, to reduce environmental impact.

For many clothing brands and retailers, overproduction is a business strategy that fuels Black Friday events. We don’t produce more than our customer needs, and plan to sell over 90% of our product at full-price.

What’s left over fills our Icelandic outlet store, is donated to a charity partner or goes back into the manufacturing process. Nothing is ever destroyed or wasted.

2019 – 25% of online sales from Friday-Monday, totalling £15,000 went to Landvernd, The Icelandic Environmental Association

2020 – 25% of online sales from Friday-Monday, totalling £29,500 went to Votlendissjóður, The Icelandic Wetland Fund

2021 – 25% of online sales on Friday, totalling £9,500 went to Jöklarannsóknafélag Íslands, Iceland Glaciological Society

2022 – 25% of online sales on Friday, totalling £13,000 went to Jöklarannsóknafélag Íslands, Iceland Glaciological Society