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Icebreakers sustainable business model
Icebreakers sustainable business model

Icebreakers sustainable business model

22 December 2012

Icebreaker is the leader in merino wool performance clothing. They use only pure merino wool from the New Zealand Southern Alps and the brand was founded back in 1994 by Jeremy Moon.

Today, Icebreakers collection include underwear, mid layer garments, outerwear, socks and accessories for men, women and kids and is sold in more than 3000 stores in 43 countries.

"It’s about our relationship with nature, and to each other." They claim it to be not only a slogan but the way they think. I guess that's true.

Because of the scale of Icebreaker, their approach of animal treatment is rather unique. Icebreakers Merino sheep live free range, and are given extra feed at times of slow pasture growth. The growers who raise them are required to meet our strict welfare code, found here. Growers who sign contracts to provide wool to Icebreaker agree not to use mulesing on their sheep, by either the traditional surgical method or the clips method.

Icebreaker's growing methods respect the most fragile ecosystems and ensure long-term sustainability. Low intensity farming – often at less than one sheep per acre –minimizes  the impact of farming on the environment and gives grazed pasture time to regenerate. They sign long-term contracts with merino wool growers instead of buying all their wool at auction.

They're committed to a sustainable business model that's not based on only local clients but one that is most respectable though.

I'm pretty sure they will keep me warm on my next cross-country skiing trip.

Icebreaker

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