On an especially rainy, foggy hike back in 1994, Jon Erlendsson and Martti Kellokumpu committed themselves to create ZO•ON. Two avid adventurers with a passion for hiking, fishing, golf, and skiing, they would jump at every opportunity to get out into Icelandic nature. ZO•ON was their answer to the extreme climate that would throw everything it had at them – dazzling sunshine, pounding hale, Arctic gale-force winds and what the Icelanders call ‘horizontal rain’.
There was simply no outdoor clothing capable of dealing with it all. This inspired ZO•ON’s urban outdoor clothing, with functionality at heart and style that works in the city. With Martti –a World Cup champion skier– as head of ZO•ON’s design and Jon responsible for sourcing and production, the ZO•ON adventure began.

Today the adventure is global, and the next generation has joined the ranks of this unique urban outdoor movement. Halldór Örn Jónsson, the son of Jon Erlendsson, is a keen outdoor enthusiast, regularly packing his rucksack for trips into the mountains and weekly dips in the geothermal hot springs. He has been at the helm of the ZO•ON brand since 2013 and oversees the intense process of designing ZO•ON’s collections.