The morning is a bright one, crisp and fresh. The clunk of the car door signals the start of the weekend, another adventure and freedom. ZO•ON’s founders Jon, Martti and Halldór walk into the scenic valley of Reykjadalur, South-west of Iceland. It’s a place they’ve been many times before. The geothermal river snakes its way through the electric green valley, and hot steam rises up towards mottled brown and red hills. Freedom begins…. This is Iceland – awe-inspiring beauty and a fickle, capricious climate. Freezing Arctic winds meet the warm Gulf Stream and cause extreme fluctuations in day to day conditions. It’s this climate that has inspired ZO•ON’s founders to design outdoor apparel engineered to get out there, whatever the weather.