66°North appointed its first chief commercial officer and further wholesale leadership hires as it ramps up expansion to become the first “truly” global Icelandic brand.

Jeppe Møller assumes the role of CCO at the almost 100-year-old Icelandic brand, heading up all global market revenue channels, including merchandising and visual merchandising, effective immediately, based out of Copenhagen. He is also responsible for forming a new satellite head office in Denmark, working closely with the brand’s headquarters in Reykjavik, Iceland.

The company said in a release that Møller brings over 20 years of experience in the clothing and retail industry, including, most recently, ten years with Ganni, driving the Danish brand’s expansion.

“I am honored and beyond excited to be allowed into the legacy of 66°North and the mystery of Iceland,” commented Møller. “The technical wear category has been developing significantly into lifestyle over the past years, and, I believe, 66°North has the legacy and positioning to continue to build authority in the performance space while reaching a broader audience on the global scene.”

Helgi Oskarsson, the CEO of 66°North, said of the appointment, “I have known Jeppe since 66°North first collaborated with Ganni in 2018. I’ve always been impressed with his strategic thinking and deep understanding of our industry. Jeppe has been working with us to sharpen our strategic focus for the coming years, and I am excited to have him now on board full-time to execute that strategy. Jeppe’s leadership values and team-building skills align perfectly with our vision of continuing to strengthen the global 66-Team.”

The brand’s international wholesale team also made two key appointments.

Justin Warren joined the team as sales director for North America, overseeing establishing the brand’s New York City office and launching its wholesale business while supporting the further development of e-commerce and retail channels in the U.S. 

Warren has 15-plus years of experience working with designer and outerwear lifestyle brands, most recently as VP North America at Parajumpers.

Warren commented about his appointment, “I’m grateful to be a part of a truly unique brand story. Through its Icelandic heritage, technical design, and commitment to circularity, 66°North has unlimited potential in the North American market. I look forward to contributing to the success of Iceland’s first global brand.”

66°North hired Mike Massoulier Eriksen to bolster the team working from the company’s Copenhagen office as the newly appointed head of sales EMEA, reporting to Daníel Jónsson, the brand’s global wholesale director. Previously head of buying at Wood Wood, Eriksen will lead the development of the brand’s sales strategy, new business opportunities and onboarding new customers in his markets.

“What I find compelling about 66°North is the brand’s origin story and how it has maintained its DNA and primary purpose for nearly a century while evolving over time… not many brands can say that anymore,” said Eriksen. “It is an honor to get the opportunity to push such a story to a global audience.”

Kei Toyoshima was appointed creative director at the brand’s helm at the end of last year and will present his first debut capsule collection ’66NORDUR’ this month in Paris.

66°North opened its European flagship store in London on Regent Street in November 2022 and now boasts 28 wholesale retailers globally, including Selfridges, Harrods, END, Mr.Porter, KaDeWe, SSENSE, SneakersNStuff, and Beaker.

Image courtesy 66°North/A look from the new 66Nordur collection designed by Kei Toyoshima