Gender equality has advanced significantly in Europe over the past 40 years. Yet in remote rural areas, traditional gender roles persist. This chapter examines Lerwick Up-Helly-Aa, a traditional Viking fire festival that celebrates the end of the long, dark winter nights in the UK’s most northern archipelago, the Shetland Islands. It is the largest fire festival in Europe and an important tourist attraction for the Shetland Islands. It is also a very masculine event. Women are not allowed to participate in the main parade, an issue that has recently come under increased scrutiny. The European Union is worried about the future sustainability of rural areas given the exodus of women, particularly from remote regions. It has introduced particular financial incentives to keep a gender balance in rural and particularly remote areas. The UK has no such policies. Feminist scholars who saw EU membership as central to advancing gender equality are concerned that following Brexit, gender equality will be adversely affected as the UK has always been reluctant to endorse progressive equality legislation. What do sexist festivals such as Lerwick Up-Helly-Aa mean for the future sustainability of remote rural communities?