After more than a year stifled in lockdown, Iceland and M&C Saatchi Group wants the world to break out of their sad sweatpants and say hello to adventure, so this summer, the country is going to turn lockdown sweatpants into hiking boots.
Located on Rainbow Street in downtown Reykjavik, the Sweatpant Boots pop-up will be open throughout July offering to upcycle lockdown sweatpants into exclusive, limited-edition and one-of-a-kind boots: Sweatpant Boots.
The first people to book a slot at the pop-up and turn up with a valid plane ticket showing their arrival in Iceland from June 24th onwards will have their old, tired sweatpants magically transformed into a pair of hiking boots, with any remaining fabric becoming the bag in which to carry them home.
To celebrate the launch of Sweatpant Boots, Icelandic rapper Cell7 and former song producer for Stop Wait Go, Ásgeir Orri Ásgeirsson, have recorded an exclusive new song with a supporting film…
For those that can’t make it to Iceland just yet, the country has created a bespoke website that invites everyone to virtually try-on a pair of Sweatpant Boots and see what adventures await them in each of the seven regions of the country.
Visit sweatpantboots.com to see Iceland’s unique landscapes, thrilling activities and cultural adventures.
Zoe Aston, psychotherapist and mental health specialist: “Over the past 18 months, being locked down has had a significant effect on our mental health. Most of us found solace in our lockdown sweatpants which have become an emblem of the rut we have been stuck in. Now, as things change again, we can all benefit from taking upcycling our sweatpants into something new, to represent what you have learned rather than simply leaving the experience behind.
As a result of the trauma we have all experienced, we now also have stress stored in our bodies, so the best way to complete the stress cycle is to experience exhilaration and excitement. Iceland is offering you just that: the opportunity to let go of the stress, the trauma and the lockdowns by experiencing adventure, and move forward in a new pair of shoes symbolic of all you have learned during the pandemic”.