Icebreaker x Paragon: Upcycling Bliss


Is Paragon going into the seamstressing business? Well, not exactly. Here’s the deal: last week, the legendary Manhattan sports retailer and New Zealand based outdoor brand, Icebreaker (known for its Merino wool and famous Baacode),  teamed up in honor of the New York City Marathon. They decided to place a seamstress inside Paragon’s street window – complete with sewing machine – to transform old synthetic t-shirts into running shoe bags. It was free and anyone could come though, regardless of how stinky your old shirt was. Paragon and Icebreaker are trying to steer people away from the old polyester paradigm and into a new way of eco-thinking, pushing environmentally friendly alternatives like Merino.


Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.