"The Trademark is the Company's Most Valuable Asset"

66°North is probably one of Iceland’s most recognized trademarks and one of the few Icelandic trademarks to achieve significant success in the global consumer market. Its history dates back nearly 100 years to 1926, when Hans Kristjánsson founded Sjóklæðagerðin in Suðureyri in Súgandafjörður in W-Iceland. His goal was to produce durable, specialized workwear for Icelandic fishermen.

Bjarney Harðardóttir, CEO and co-owner of 66°North, explains that the trademark represents durability and quality, but also embodies elements of Icelandic culture and the necessity of confronting the country's harsh natural conditions. The company’s history reflects Iceland’s own development, with its products evolving from protective gear for fishermen to rescue team equipment, outdoor wear, and workwear, eventually becoming everyday clothing for Icelanders—whether they’re hiking or simply waiting for the bus. True to its roots, the company still offers the iconic orange raincoat, popular among Icelanders for fishing, herding sheep, and attending festivals like Þjóðhátíð in the Westman Islands.

“Our company has registered its trademarks in key markets worldwide. Such protection is essential to prevent others from capitalizing on the significant effort we’ve put into building the brand, its reputation, quality, and focus on sustainability,” says Bjarney.

Trademark protection is a cornerstone of 66°North’s strategy. Registering trademarks in global markets is vital for maintaining market share and safeguarding the work invested in brand building. “The trademark has played a critical role throughout the company’s history,” she emphasizes, adding that in the consumer goods market, protecting trademarks is not just important but represents a substantial investment that requires careful management.

The company owns several trademarks, including 66°North, 66°N, the Arctic Tern logo, and others across various markets.

Bjarney’s concluding message is clear: “The trademark is the company’s most valuable asset. You can take everything else away, but the trademark ties it all together: what you stand for, the quality, the promises to your customers, and the company’s decades-long history.”

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