Oct 05, 2017 | By WGSN Insider
Dec 03, 2010
The Active Team was invited downtown to the opening of the new Icebreaker store in SoHo, New York City, this week. We couldn’t help but get excited about the New Zealand-based outdoor apparel label’s entrée into the metropolis’ retail landscape and more importantly flagship exposure in the United States. (Icebreaker’s location is right down the street from both Patagonia and The North Face – an outdoor dream fantasy in a four-block radius.)
Let’s be frank and candid…we love merino wool! The all natural fiber is sustainable, warm and best of all, regulates body temperature in varied climates – it’s breathable and allows those in active and adventurous sports to move without hindrance. So of course while attending the intimate soriee we fanned out a bit with Icebreaker’s founder and CEO, Jeremy Moon during his speech about the company’s origins, mantra and ethical policies about manufacturing goods.
Icebreaker was launched in 1994 with the intention to source merino wool directly from growers – those who are ranchers and look after the animals where the merino is originally taken. The label has gone so far in its commitment to ethical standards, it launched its “Icebreaker Baacode,” which “enables customers to trace a garment online from rearing the sheep through to each stage of the supply chain process.” Wow.
We suggest checking out the store during before and after the Holiday shopping circuit. Icebreaker definitely has longevity in the city that never sleeps.
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