66°Norður, an Icelandic sports outerwear brand sold outside its home island under the 66°North name, is setting up its own sales operations for the U.S. market. The company was represented there by a local distributor but the deal has been discontinued. The new wholly owned subsidiary, called 66°North USA, is directed by Matthew Hershey, a former Helly Hansen executive. The Icelandic brand does not intend to neglect opportunities in Continental Europe, where it is planning to open seven stores in the near future.