icebreaker Merino Wool Proves Nature Still Performs Best
Hailing from New Zealand, the Merino wool specialists at icebreaker were on hand at this year’s 520M, showcasing their pinnacle apparel and highlighting their “move to natural” philosophy.
icebreaker’s 30-year history is inseparable from sheep farming and responsible design, and the brand continues to champion merino wool, a textile known for its impressive performance qualities, to this day. As the outdoor space evolves, merino wool remains at the core of what icebreaker does.
Nick Barber, icebreaker's Global Product Director, shone a light on the brand's approach to innovation during a panel talk at 520M about building brands that endure. "As a performance brand, it’s really important to keep what’s proven. What materials and designs we know really work. Then we will play around the edges," he explains. "It’s about progress rather than newness."
When asked later how a brand such as icebreaker adapts to the trends and new opportunities within the outdoor industry, Barber responded, "It’s about having a healthy tension—between what you’re known for and leaning into new possibilities. [...] You can’t grow by keeping everything the same. But if something feels too uncomfortable, we won’t go there. It has to make sense for the audience."
This point came to life in icebreaker's section of the 520M exposition space, where they showcased premium pieces from their current and forthcoming collections. The Escape collection, for example, features MerinoFine designs that utilize its finest grade of wool, a luxurious and ultra-fine textile that feels soft against the skin while maintaining all of merino’s performance benefits.
Another highlight was the Grid range. Created for skiing, snowshoeing, and cold-weather activities, it features a signature jacquard pattern inspired by ski poles. Adding a sartorial touch to icebreaker’s performance focus, the Classic Pile Shacket comes with a collared silhouette made from an ultra-soft merino wool blend.
For the Kiwi brand, everything begins and ends with merino wool. It is at once a pillar of its heritage and a tool for its evolution, reinforced by a steadfast commitment to the planet. In their words, “performance doesn’t need to come at the expense of nature. Nature has always performed best.”
Discover more from icebreaker here.
