On an especially rainy, foggy hike in the same valley back in 1994, Jon Erlendsson and Martti Kellokumpu committed themselves to creating 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’.

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