Discover the icebreaker® brand
icebreaker®: the brand’s origins and history
icebreaker® is a New Zealand brand founded in 1995 by Jeremy Moon, now available in over 50 countries. It all began in 1994 when an American friend introduced him to a merino sheep farmer during a trip to New Zealand. The owners had developed prototypes of thermal underwear made from 100% merino wool, a fiber so undervalued at the time that it was sold off cheaply to be blended with ordinary wool.
Jeremy Moon immediately saw its considerable potential. In a market dominated by synthetic materials in the 1990s, icebreaker® bet on the natural benefits of merino wool: temperature regulation, odor resistance, and biodegradability.
Did you know?
The story of how icebreaker® was initially funded is almost like something out of a novel. To raise the $25,000 needed for the launch, Jeremy Moon mortgaged his house, telling his bank he needed to renovate his kitchen…
Product Development and Innovations at icebreaker®
The brand adopted a scientific approach to wool early on, developing a weight system to adapt its fabrics to different conditions. icebreaker® offers a merino layering system available in several weights, ranging from 120 g/m² (Featherweight) to 380 g/m² (Outerlayer), designed to be worn alone or layered.
Technical innovations then followed in rapid succession. In 2006, icebreaker® became the first brand in the world to print graphics on merino wool without compromising the fiber’s natural properties. In 2012, it developed MerinoLoft™, a natural merino fiber-based insulation offering a sustainable alternative to duck down. In 2021, the brand launched ZoneKnit™, an ISPO award-winning technology, and MerinoFine, an ultra-fine 15.5-micron fiber, for unmatched comfort and performance.
Products offered by the icebreaker® brand
Starting with base layers and underwear, the icebreaker® range has expanded to include mid-layers, outerwear, socks, and accessories (hats, gloves, neck warmers), as well as a children’s collection. Today, the collections cover everything from skiing and snowboarding, hiking and mountaineering, trail running and mountain biking, to travel and everyday urban use.
Icebreaker®’s true specialty remains merino base layers: the brand is considered a global leader in this category, with products capable of protecting against all weather conditions thanks to a nylon-coated yarn that enhances the fabric’s durability. The aesthetic of the collections oscillates between photographs of New Zealand alpine landscapes and sleek technical cuts, creating a visual identity that evokes both performance and a connection with nature.
icebreaker®’s commitment to sustainability
Sustainability is not a marketing angle for icebreaker®: it has been part of the brand’s DNA since its inception. As early as 2007, icebreaker® banned the practice of mulesing across all its supplier farms, becoming one of the first outdoor brands to make such a concrete commitment to animal welfare through ZQ certification.
In 2018, the brand launched the Growers Club, a groundbreaking 10-year supply agreement with its farmers, transforming the economic, social, and environmental conditions of partner farms. In terms of materials, icebreaker® has set a goal to eliminate all virgin plastic from its supply chain. By 2024, 97.56% of the fabrics in its collection will be plastic-free—a concrete achievement that places the brand at the forefront of the outdoor apparel industry in this regard.
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