When the sun goes down, there's no need for the fun to stop.
66°North | Selfridges
66°North teams up with Mia Regan & Selfridges to launch festival collection ahead of summer. Cold nights, surprise showers, and breezy storms - don’t cancel the festivities this summer. Our sustainably made Kría collection is composed of versatile outdoor party looks, built to withstand any eventuality. Don't let the ever-changing weather stop you - we Icelanders never have.
Festival style for any weather forecast
To mark the start of festival season, We are collaborating with the iconic department store Selfridges on an exclusive unisex capsule collection designed for outdoor partygoers and seasoned campers alike. The collection is responsibly produced using mostly deadstock fabric from our own factory in Latvia and sits within Selfridges' ‘Worn Again’ initiative.
With this initiative, we want to highlight circular shopping experiences, collaborations, events, and ideas this summer, placing circular options alongside new season collections.
The capsule includes a variety of styles based around our 1990’s heritage ‘Kría’ collection in different color block combinations, including fleece jackets, zip sweaters, bucket hats, shell jackets, bum bags, t-shirts, and cropped hoodies. Additional festival essentials such as towels, swimsuits, backpacks, and socks complete the limited edition collection. The jackets are constructed for an oversized fit and made in technical Polartec NeoShell fabric with taped seams, offering water-repellent, breathable, and wind-resistant protection - making it the ideal companion for any British outing.
Model and digital creator Mia Regan is the campaign's creative director as well as fronting the campaign with her friends Kevin and Karlon Bonsu, more commonly known as The Flag Twins. This is the first time the model has been the creative director and producer behind a shoot, marking another milestone for the talented 20-year-old.
"When 66°North approached me to creatively direct the summer campaign and window space, I immediately thought of my fond memories of festivals with my family and friends growing up. I started cutting up my and my parents' festival imagery and layering them together to create fun and playful artwork that embodies the energy of what festivals mean to me. To create the imagery for the campaign and window, we worked with photographer @danikim, I love how her work is a combination of the adventurous vibe of 66°North whilst also being bright and colorful in line with the festival theme. I picked The Flag Twins to shoot alongside me as their energy is unmatched, I love the shapes that we created and layered with my collages, it reminds me of all the great things about festivals and summer - dancing, music, and being with your friends and family!"
- Mia Regan
Exclusively in Selfridges
The collection is now available in-store in London and Manchester, as well as at selfridges.com.