STOY X 66ºNORTH AW25

Driving out there, the rain was POURING down — Most of our drive was spent contemplating turning around and shooting in the studio instead.  Yes, a 66ºNorth campaign would have been on-brand and looked good in gloomy rainy weather, but all of our equipment, not so much ! However, as soon as we touched down in Rebild, the rain had gone and blue skies had shown. We shot for four hours at the beautiful rolling hills of Rebild Bakker — wet, sunny, and windy conditions between sheep, trees, and everything else that really matters. As soon as we had packed up the car, with clothes and gear, the downpour returned.

Was it luck? Maybe, if you believe in such a thing. But neither Stoy nor 66ºNORTH believes in luck. 66ºNORTH was built to make the toughest and most weatherproof garments for badass Icelandic fishermen and workers. Not luck — your own trust in the work you’ve put in. The same way they did 99 years ago, and the same way it resonates today. Whether you're wearing your garment in an outdoor or urban setting, it’s not luck, but old-school craftsmanship that still holds up today. 

STOY AND 66ºNORTH KNOWS THAT LUCK ISN’T REAL — HARD WORK, PATIENCE, AND PERSISTENCE IS !