Icebreaker: Move to natural

Icebreaker (272 articles)

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I can still vaguely remember my surprise when I first saw functional underwear made of merino wool after the turn of the millennium. Wool, I remembered, was associated with red, scratchy tights in the 1980s (terrible!). A woolen baselayer seemed – let's put it mildly – not exactly obvious. Of course, the underwear was from Icebreaker. And, of course, it had nothing at all to do with scratchy, red tights. The rest, as they say, is history.

Jeremy Moon probably had a similar "Oh, I see!" moment when he met farmer Brian Brackenridge in New Zealand in 1995. He was thrilled and soon swapped his underwear and shirts made of synthetic materials for merino wool. With the founding of Icebreaker, there was finally an alternative.

The Icebreaker philosophy: Born/Worn

Icebreaker and merino, merino and Icebreaker—these two have been inseparable in outdoor clothing for over twenty years. In the early years, Jeremy Moon devoted all his energy to explaining to outdoor fans how much more practical and better merino wool is.

When Icebreaker entered the European market in 1999, it wasn't just wool underwear that came to outdoor stores. It was a whole new philosophy. Icebreaker summarizes it in the rhyme "born/worn": "Our product is born in nature and worn in nature. This philosophy is at the center of everything we have done," said founder Jeremy Moon about the Icebreaker philosophy.

Clothing made from New Zealand merino wool

Of course, Icebreaker has changed over the past two decades, and the processing techniques have also been adapted. But one thing has remained the same: Icebreaker still processes the highest-quality merino fibers, which means "the best merino wool we can get in New Zealand."

Merino wool is still the basis of Icebreaker's success. This "miracle material" is at the center of Icebreaker's attention. It is clear that they are convinced of its properties. It does not itch, it does not smell, it dries quickly, and it still warms when damp. Whether as underwear or as an insulating jacket, it is perfect for outdoor use. It is also comfortable to wear in everyday life.

In the beginning, the Icebreaker range consisted of a few simple baselayers. That has changed beyond recognition. Now, Icebreaker has the right garment for every situation.

Plastic-free by '23

As of today, 87% of the total fiber composition of Icebreaker is already of natural origin, and the brand now uses Tencel™, obtained from sustainably grown eucalyptus trees, in addition to merino wool. However, they are continuously researching new innovative natural fibers to replace the synthetic content of the clothing that has been necessary so far. They have set themselves the goal of completely replacing all remaining synthetic components of the collection by 2023, in line with the Plasticfree by '23

Is Icebreaker Merino sustainable?

Merino wool is a natural product. But despite this, or rather because of it, we have to take care of our raw materials and their producers. "We have high standards in labor, environmental, and animal protection. We maintain close and long-term partnerships with our producers. We only do this with partners who pursue similar goals and are committed to the highest quality and our high ethical standards."

Icebreaker - Mission and Vision

Driven by the belief that nature always has a better solution, Icebreaker offers natural, functional alternatives to synthetic clothing to create a healthier, more sustainable future for people and the planet. Since 2018, Icebreaker has been part of the US clothing company VF Corporation, which has brands such as The North Face, Napapijri, Timberland, and Vans. Icebreaker is available in 47 different countries.

Icebreaker brand check

  • Icebreaker, founded in 1995 by Jeremy Moon in Wellington, New Zealand
  •  Best known for ... natural, functional alternatives to synthetic clothing in the form of top-quality merino wool.
  • A "classic" is... the Oasis Zip Base Layer. It was with this product that Icebreaker's success story began
  • Sustainability is an important part of Icebreaker's corporate philosophy. The company has strict internal standards for animal welfare, working conditions, and environmental protection. You can find out more about this in the Icebreaker Transparency Report.