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Many of us are falling in love with the great outdoors all over again. It is clear that our affinity for the outdoors continues to grow, as evidenced by the rise of gopecore and the resurgence of activities such as hiking, bird watching and long walks, and as a result our fashion The selection of should reflect that.
Firmly believers in the importance of functional clothing, GANNI and 66°North continue their longstanding partnership in their third collaboration, reflecting our reinvigorated love for nature and the world around us. is continuing. Fusing the Icelandic brand’s technical her fabrics with the scandi minimalism of her GANNI, the collection utilizes deadstock materials to demonstrate responsible design methods and aims to encourage wearers to limit their consumption. I’m doing it.
We interviewed Ditte Reffstrup, creative director of GANNI and Bjarney Harðardóttir, co-CEO of 66°North, to find out why their growing partnership has been so successful, and how lockdown can help them fall in love with the outside world again. Find out more about how it has helped.
Scroll down for the full interview and see our new collection while you’re here.
This is not the first time GANNI has teamed up with 66North. What makes this partnership so successful?
Bjarney Hardardóttir Co-CEO 66°North: Both brands want to take responsibility and create new approaches to solving the problems facing the industry. but have something in common. Both companies exist to make their customers’ lives better in some way.
Mr. Ditte Lefstrap, creative director of GANNI: I can’t believe we just started our third collaboration. We love being able to grow as a brand and continue to learn from each other.We are so aligned as people and as a brand that we share the same pride and respect for where we come from. We share the same approach to responsibility: 66°North makes the best technical outerwear you’ll want to wear anywhere, so working with their team is always a great learning experience.
How is this drop different from previous collaborations?
Hardardottir: When we first collaborated in 2018, we thought a little bit about using deadstock. This latest collection is made entirely of dead stock. We used what we already had, so we’re strictly limited to 100 of each style. This collection is inspired by Kria, a design that is part of our heritage and made in our own factory at 66°North, which makes it all the more special because we have full visibility into the process. I’m here.
reflex strap: The more we work together, the more we learn from each other and the more trust we have when it comes to trying and experimenting with new and responsible solutions. The collection is entirely made from virgin fabric rolls from 66°North’s production facility, making this collaboration special and ultra-exclusive. He also likes the colors inspired by Iceland, one of the most beautiful places on earth.
Today’s consumers seem to be more and more into the outdoors. How do GANNI and 66 North want to encourage outdoor exploration through design?
Hardardottir: In Icelandic there is a word “ulpa”. This means one jacket covers it all. This idea is embedded in our design philosophy and brought to life in this collaboration that blends technical performance with style. Unlike everyday life in the city or skiing, you don’t need to wear different clothes to spend time in nature. I wear my jacket for everything. activity.
reflex strap: 66°North knows all about technical outerwear that will keep you comfortable in most weather. Wearing high-performance clothing makes a big difference when you’re outside. The signature outerwear style is infused with contrasting colors to bring the energy of GANNI.
What do you think contributed to the rise of the outdoors in fashion?
Hardardottir: I think the restrictions on our freedom during covid made us crave it even more. rice field. The mental health benefits and healing powers of nature are undeniable.
reflex strap: If anything, the last few years of lockdown have taught us how important it is to keep our feet on the ground and reconnect with nature. When designing this collection, I was very inspired by past summers camping with family and friends in northern Denmark.
Finally, please tell us about the future of GANNI and 66 North.
reflex strap: At this point, 66°North is truly part of the GANNI family. We’ve worked together for years, so the relationship feels very organic. !
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