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# Icelandic-Themed Technical Outerwear
GANNI and 66 NORTH Join Forces for the SS19 Season

By Amy Duong | Published 2019-03-22 | Lifestyle
Source: Trend Hunter, https://www.trendhunter.com/trends/technical-outerwear
References: [highsnobiety](https://www.highsnobiety.com/p/ganni-66-north) & [ganni](https://www.ganni.com/)

Danish fashion label [GANNI](https://www.trendhunter.com/trends/ganni-and-barbour) works in collaboration with Icelandic brand 66 NORTH on a [joint capsule](https://www.trendhunter.com/trends/martine-rose-x-napapijri) for the Spring/Summer 2019 season. The seasonal pieces are designed to perfectly fuse both label's expertise in style and technicality.

GANNI's creative director, Ditte Reffstrup explains that “working with contrasts [is] part of our DNA, so working with the 66 NORTH design team to create these amazing technical pieces brings a great counterpoint to the SS19 collection.” The technical brand makes great use of premium and progressive materials, spotlighting the waterproof [Polartec](https://www.trendhunter.com/trends/centennial-exhibition) 'NeoShell,' which delivered breathability. All of the products are carefully crafted by hand, some of which take up to 8 hours to construct to ensure high quality.

## Trend Insights (Trend Hunter)

- Score: 1.3/10
- Popularity: 24% | Activity: 7% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Millennial, Gen X
- Top markets: North America, South America, Europe, Asia, Africa

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle)

## Key Themes

### Why This Trend Is Growing

- **Collaborative Fashion Capsules:** Exploring collaborations between fashion labels to merge expertise and create innovative collections.
- **Style and Technicality Fusion:** Blending style and technical features in fashion pieces to offer functional yet fashionable options.
- **Handcrafted Premium Materials:** Emphasizing the use of high-quality materials and meticulous handcrafted techniques in fashion production.

### Industries Being Reshaped

- **Fashion Retail:** Opportunities for fashion retailers to collaborate with technical brands and offer innovative collections.
- **Outdoor Apparel:** Shaping the outdoor apparel industry by creating pieces that combine style and technical capabilities.
- **Textile Manufacturing:** Demand for premium materials and handcrafted techniques in textile manufacturing for fashion brands.

## Related on Trend Hunter

- [Community-Honoring Eclectic Fashion](https://www.trendhunter.com/trends/ganni-and-barbour.md)
- [Autumnal Inclement Weather Jackets](https://www.trendhunter.com/trends/fjallraven-and-goretex.md)
- [Feminine Technical Apparel Collabs](https://www.trendhunter.com/trends/north-face-and-cecilie-bahnsen.md)
- [99-Year Capsule Collections](https://www.trendhunter.com/trends/66north-2.md)
- [Immersive Fashion Exhibitions](https://www.trendhunter.com/trends/centennial-exhibition.md)
- [Technical Outdoor Capsule](https://www.trendhunter.com/trends/nse-nordica.md)
- [Alpine Couture Capsules](https://www.trendhunter.com/trends/the-north-face-and-cecilie-bahnsen.md)
- [Elevated Winter Fashion](https://www.trendhunter.com/trends/the-north-face-x-skims.md)
- [Collaborative Outdoor Technical Apparel](https://www.trendhunter.com/trends/hyke-and-the-north-face.md)