As outdoor brands become strongly associated with environmental issues, 66° North, an Icelandic outdoor brand, organized a protest movement to draw attention to the state of Europe’s glaciers. Over 200 people climbed up Hvannadalshnukur, Iceland’s highest mountain at Vatnajökull, Europe’s largest glacier, during the summer of 2008 after having trained with the brand and with Icelandic Mountain Guides. The brand intends to organize a similar expedition in 2009.