By New Zealand Story
For Icebreaker, the purity of the environment in which the merino wool is grown is an integral part of the story told on the global stage.
“We believe nature is a powerful force that is within us and around us. When you live in the city, it's easy to feel distanced from nature. Icebreaker is a bridge that reconnects us with nature, and protects us in all climates and environments."
“It’s why you’ll find strong iconic photography of the Southern Alps and adventures in New Zealand on our website, in our stores and in our presentations to international audiences. It conveys a sense of awesome un-spoilt nature of the environment of where our merino wool comes from.”
New Zealand’s distinct landscape helped to shape the Icebreaker brand, but the passion, honesty, integrity and ‘down to earth’ attitude of the global Icebreaker team are equally as important in Icebreaker’s story.
“It’s an advantage in that the perception of New Zealand is an untouched paradise, but we also tell the story of our warm, caring and adventurous people because Icebreaker is as much about the people who make and wear the clothing as it is about where the merino is from."
“The land our merino comes from is precious, as are the people who supply the merino and make the products. Customers increasingly care about where the things they buy come from. They want to know about the ethical commitment of the companies they buy from so it’s important to tell the story of our animal welfare requirements, our manufacturing ethics, our positive factory working conditions and the sustainable farming systems in one of the most delicate ecosystems in New Zealand.
“To help us communicate with customers we hire awesome people who epitomise uniquely Kiwi attributes. We call them Icebreakers and we have four core values: Authentic, Adventurous, Achievers and Passionate. People like doing business with our teams around the world because we have inspiring people who reflect the Kiwi spirit. Our customers appreciate that we’re a hardworking bunch, we keep our word and we have a laugh while doing it all."
Jeremy maintains that Icebreaker’s role is not to create the latest technical fibre; nature has already done that by creating the incredibly versatile, hard-working and comfortable merino wool. What Icebreaker has done is harness the benefits of merino and create innovative products that are loved by everyone - from casual outdoor adventurers to elite athletes.
“Merino wool was born not in a lab, but in the mountains of New Zealand. The Icebreaker fibre factory works 24 hours a day, on the back of a sheep. “For a long time people saw wool clothing as scratchy, smelly and uncomfortable. When I tried to talk to a buyer in the early days of Icebreaker he told me “wool is dead.” To go from this perception to products that are worn by elite athletes around the world is a testament to the innovation and creative design of the Icebreaker team. “
Nature has adapted merino over thousands of years to ensure the perfect fit between form and function. If the merino's coat didn't breathe in summer, it would die of heat exhaustion. If its coat didn't insulate in winter, the merino would freeze to death. It works for the animal, and it works for people - but only if the fibre is correctly crafted into yarn and fabric. That's where Icebreaker comes in.
"Innovation for Icebreaker is taking a naturally incredible product and developing a specific fibre recipe, yarn specification and fabric construction. What our customers love is the fusion of a natural product that is designed to offer unmatched technical performance with contemporary elegance."