I don’t usually promote commercial products at TBTP, however, I’m making an exception today.100 People: is a clever ad campaign for the Icelandic clothing brand 66 North celebrating its centenary this year. The brand did a photoshoot and accompanying ad campaign, with the following gimmick: “This year marks the 100th anniversary of 66°North. To celebrate, we’re highlighting the people who have shaped our brand. Following an open casting call, we spent the past year travelling across Iceland to meet and photograph each participant in person. We met 100 individuals born between 1926 and today, creating a living timeline of our community. Each participant is photographed wearing their own 66°North garment, where it is worn across generations. The final series brings together a cross-section of Icelandic society, including fishermen, farmers, doctors, musicians, athletes, and more. We’re grateful to be part of everyday life in Iceland and look forward to the next 100 years.”

I’ve been a fan of 66°North since my first visit to Iceland almost 46 years ago. Over the years, and many visits to Iceland, I’ve purchased many bits of 66°North kit. At the moment, my only remaining items are a battered decades-old cap (see up top) and a well-worn t-shirt somewhere in my closet. Icelanders are fond of telling visitors that there’s no bad weather, just the wrong gear. Almost any time of the year, you’ll find the locals wearing the famous lopapeysa sweaters and some item from 66°North.