In a world where even fashionista Tim Gunn has admitted to lounging in sweatpants during lockdown, you’ll forgive us if we assume you’ve partaken in that pandemic ritual as well. If you’re wondering what to do with all those sweatpants now that the world is reopening, Iceland has a fantastic offer. It will turn them into boots to help you get ready for an Icelandic adventure. (Get a virtual tour of some of the country's greatest destinations here.)
The offer is part of the Nordic island’s latest tourism campaign, “Looks Like You Need an Adventure,” which is aimed squarely at that sweatpant lounging contingent, and is played to hilarity in the accompanying music video featuring Icelandic female rapper Cell7.
“From crying in the shower to feeling nature’s power,” goes the song as we see people at first sunken into couches and slouching in bathrooms to wearing new sweatpant boots and taking in Iceland’s majestic geography from volcanos to waterfalls and hot pools.
A pop-up store in downtown Reykjavik is open during July to upcycle lockdown sweatpants into the limited edition hiking boots, while any remaining fabric will be used to make a bag to carry them in.
The boots have been made in partnership with Will’s Vegan, a sustainable and environmentally friendly boot brand, with the design and creation of the boots done by Icelandic designer and founder of Another Creation Ýr Þrastardóttir.
Three pairs will be given away free each day the shop is open. There is currently a waiting list for new orders.
Not to worry, if you can’t make it to Iceland, you can try on a virtual pair of sweatpant boots and see the landscape and activities available in Iceland. Digitally travel through some of Iceland’s most majestic locations, including the erupting Geldingadalur volcano in the Reykjanes, the Westfjords, towering basalt columns of Stuðlagil Canyon. Via the videos you can also go whale watching in the Icelandic North and experience a sustainable tomato farm in the country’s south.
In a statement to press, Sigríður Dögg Guðmundsdóttir, head of Visit Iceland, highlighted the impact of lockdown restrictions and people’s collective desire to get out and explore the world again.
“In Iceland, we are lucky enough to have a wealth of adventure, from the bold waterfalls in the south, to the tranquil shores of the east and all the food, music and wellbeing culture across the country,” she said. “For those ready to travel again, we want to make sure you’re prepared to experience life to its fullest and take on whatever adventure you’ve been craving. And some lucky visitors will get to do it with their own unique sweatpant boots.”