USA - Workhouse Publicity is proud to announce that it has been selected by 66° North Iceland as the Agency of Record for U.S. marketing and domestic publicity. A proven selection of outerwear apparel, the brand is structured for those who know nasty, cold weather and 66° North offers this artistry of attitude within a fashion-forward bent. Protection, comfort and minimalist style, 66° North has been life-tested within its home country’s primordial landscape. Iceland is known as a mystical place populated by volcanoes, glaciers, geysers and waterfalls. Bordering the Arctic Circle, winters can be dark and harsh. Centuries of battling snowstorms and fighting heavy seas have seen gradual developments within the realms of protective gear. Historically, 66° North has been a part of its development and it’s often been referred to as Iceland’s national brand. Durable, technological and stylish, 66° North designs apparel for those who demand performance layered within authentic style. Each distinctive 66° North original is made with passion to be worn for people who appreciate the details. For those who enjoy the moment and with whom outerwear means more than following the leader. Hand-crafted, each is individually created to carefully showcase a country’s individual spirit. Workhouse Publicity will develop an integrated promotional strategy synchronizing communication efforts both nationally and locally. As part of a larger company initiative, Workhouse will develop creative brand messaging across all media channels to ensure consistency. The assignment is effective immediately.

66° NORTH Iceland
Established in 1926, 66° North is considered the national clothing brand of Iceland. For over 79 years, 66° North has been at the forefront of high-tech outerwear with a collection of durable, form-fitted garments. One of the most trusted and proven brands of protective wear in Europe, each item is perfected through rigorous testing by Icelandic rescue teams, parents dressing their kids for school as well as fit, fashionable Icelanders themselves. The brainchild of Hans Kristjansson, who began producing protective clothing for the commercial fisherman of Sugandafjord, quality and performance has always been essential to Icelanders who have learned to co-exist harmoniously with nature’s extremes. The name reflects the latitude line located at the edge of the Arctic Circle which intersects with Iceland at its northern most parts. Iceland, on the borderline of the Arctic Circle, has often been considered on the borderline of human habitation. Conditions can be extreme and in the course of its existence, Icelanders have had to develop both the mentality to meet the challenges and the physical means to do so. This includes discovering and developing suitable clothing for work and travel in all kinds of weather, for farmers and fisherman alike and all those who have had to brave the climate. Centuries of battling snowstorms and the windy heights to bring home sheep and fighting heavy seas to haul in rich catches of fish have seen the gradual development of even better protective gear and for more than three-quarters of a century 66° North has been a part of this development. Since 1926, 66° North has manufactured clothing for agricultural and construction work, seamen’s apparel and protective gear of many kinds as well as clothing for outdoor and leisure activities which has developed into the brand’s fastest growing export line. Among the 66° North’s most energetic researchers are extreme athletes and Icelandic Search and Rescue teams (ICE-SAR), bands of brave men and women, trained to work under extreme conditions at sea and on land, who have gained fame for many daring exploits. 66° North outfits them with the latest, most advanced gear and they test it and report what works well and what needs improvement. Akin to ICE-SAR, the renowned Mt. Washington Ski Patrol is now outfitted by 66°North, extending their testing ground in the U.S. Windproof, waterproof, new breathable materials, many kinds of fleece and other textiles undergo tough, real-life tests in this real-life laboratory. 66° North produces a line of technical outerwear, mid-layer, base layer and accessories for men, women and children. Their hallmark is the brands trim-fitting, minimalist designs which have to satisfy the demanding Icelandic consumer. Rather than add superfluous features, they prefer to incorporate only what is necessary for peak performance. Modern materials such as eVENT, Entrant GII-DT, Schoeller and Polartec provide the utmost protection. The garments insulate while keeping a comfortable, dry microenvironment next to the skin. Children’s wear is designed to match the quality of the high performance adults wear because Icelandic children live and play outside all of the time both in good and bad weather. As they say, there is no bad weather, if you have the right gear. Advocates of the brand include Scarlett Johansson, Julia Stiles, Jude Law, Ewan McGregor, Uma Thurman,  Michael Bey, Liev Schreiber, Forrest Whittacker, and the President of the Explorers Club, NYC Richard Wiese. Available at Cole Sport,Hickory & Tweed, Urban Outfitters, Fred Segal and fine stores everywhere. For more information please visit www.66northus.com

“We have the rare opportunity to introduce a brand that is truly authentic, one with deep cultural roots, one that has a captivating story to tell. The biggest challenge in finding the right public relations firm was to find an agency who could communicate a brand message that is so rich and inherently authentic that it does not need to be defined or redefined. Workhouse Publicity is the right firm to communicate that message. We feel they will be particularly adept at building a brand that has our confluence of culture, lifestyle and fashion. I expect that together we will enable the North American consumer to discover the many facets of 66°North and become a brand as trusted and treasured as we are in Europe,” says Sharon Prince, President of 66°North.

“66°North is a powerhouse global brand and Workhouse Publicity is proud to play a part in the next chapter of their history by supporting the company’s goals and objectives here in North America. We look forward to leveraging our expertise in building brand awareness to benefit the historical importance of Iceland’s national clothing brand and we are committed to making an impact across all areas, especially strategic and creative, in order to capitalize on 66°North’s tremendous growth potential ” stated Adam Nelson, CEO Workhouse Publicity.

For an exclusive preview of the 66° North 2005 collection or to schedule an interview with 66°North President Sharon Prince, interested media please contact Workhouse Publicity, CEO Adam Nelson directly by telephone 212. 645. 8006 or via email nelson@workhousepr.com  

WORKHOUSE PUBLICITY
Instituted in 1996, Workhouse Publicity has produced over one hundred domestic and international publicity campaigns. The new definition of a full-service promotional firm, Workhouse specializes in the coordination of corporate and celebrity publicity, total design, luxury marketing and special events. Worldwide client campaigns have included promotional initiatives for Sean "P. Diddy" Combs, Tim Burton, Debbie Harry, David LaChapelle and Lennox Lewis. Corporate retainer clients include Assouline, Borrelli, Bennihana, ContentFilm, Carl F. Bucherer, Chocolate Bar, IFC Films, Metropolitan Pavilion, Rubin Museum of Art, WGA East to name a few. Recent accomplishments include launch events at Versace, Harry Winston, Van Cleef & Arpels, Gracie Mansion, Harlem’s legendary Apollo Theater, Carnegie Hall. Client campaigns include Ultimate Style: The Best of The Best Dressed List at Gotham Hall, Dolce & Gabanna’s Hollywood at Bergdorf Goodman with Jennifer Lopez, Gucci’s so8o’s boutique launch, Francis Ford Coppola’s Festa Macaroni, Interview Magazine’s 30th Anniversary, Virgin Megastore's Grand Opening and Galleries Lafayette’s 20th Anniversary in France as well as bi-coastal productions of the 24 Hour Plays to benefit the NY State WTC Relief Fund with Philip SeymourHoffman, Rosie Perez, Benjamin Bratt, Julianne Moore and more. Workhouse Publicity is a one-stop agency accommodating all aspects of publicity, design and promotion for the creation of marketing, advertising and special events located at 133 West 25th Street, No. 3W New York City 10001. For more information please visit www.workhousepr.com.