As the winter sets in, we are pleased to direct your attention to 66 North

Hub Culture rarely bestows critical praise in the fashion industry - having only called one shout out to Stella McCartney about a year ago, as we concluded that she had, indeed and for certain, truly arrived.

As the winter sets in, we are pleased to direct your attention to 66 North - which for different reasons is a hot pick for right now. This brand sums up the moment: authenticity. Unlike your typical outdoor and ski brands, which are marketed on an aesthetic or lifestyle, this stuff is the real deal. 66 North is made in Iceland, by Icelanders. These are people who do authentic things; like fly-fishing in frigid waters, mud bogging across volcanic lava fields and eating herring for breakfast after clubbing all night. Iceland (as we've always maintained) rocks, and this is like the national uniform of Europe's coolest islanders.

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