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For 30 years, Move to natural™ has been more than just our vision—it's our commitment to a more natural way of living. As we celebrate this milestone, we invite you to join us in choosing natural fibres and embracing a future rooted in comfort, quality and authenticity. Text
Born in New Zealand in 1995, we set out to pioneer natural performance apparel with premium merino wool at the heart of everything we do. For 30 years, we've been on a mission to redefine outdoor clothing by championing natural fibres and moving away from petrochemical synthetics.
1995
Natural pioneers.
In 1995, Jeremy Moon founded icebreaker, creating a new category of natural performance clothing with merino wool. This revolutionary fabric offers unmatched breathability, softness, and moisture-wicking properties, making it ideal for outdoor and active wear.
1997
Partners for life.
In 1997, we started to establish long-term partnerships with key New Zealand merino wool growers, ensuring ethical sourcing and high-quality fibers. These partnerships allow us to support sustainable farming practices.
2003
International Partnership.
Expanding our manufacturing hub to Shanghai in 2003 advanced our capacity and access to cutting-edge technology. This move enabled us to enhance production efficiency and maintain our commitment to quality. Discover how our global partnerships contribute to our innovative apparel in our transparent supply chain.
2005
From Head to Toe
In 2005, we expanded our product line to include hats, socks, scarves, and gloves, opening our first retail store in Wellington, New Zealand. This milestone marked our commitment to providing comprehensive merino wool solutions for every part of your wardrobe. Explore our wide range of merino wool accessories.
2006
Printing on Merino Wool.
In 2006, icebreaker became the first company in the world to print graphics on merino wool. This innovation allowed us to offer unique, stylish designs without compromising the natural benefits of merino wool. See our latest graphic print t-shirts for men and women’s artist t-shirts
2007
Leading the industry.
As one of the first outdoor apparel brands to source wool through the ZQ program, in 2007 we banned mulesing from our supplying farms. This commitment ensures ethical treatment of animals and the highest quality wool.
2012
No need to duck.
In 2012, we developed MerinoLoft™, a natural insulation made from merino fiber, offering a sustainable alternative to duck down. This innovation provides lightweight, breathable warmth, perfect for outdoor adventures.
2014
Cool-Lite™ Development.
In 2014, we released a breakthrough blend of merino wool and TENCEL™ Lyocell fibers, Cool-Lite™, offering superior moisture management and breathability. Ideal for high-intensity activities, this fabric keeps you cool and comfortable.
2017
Transparency and Innovation.
In 2017, we launched our first Transparency Report, publicly disclosing our supply chain, policies, structure, and practices. This year also saw the development of RealFleece™ , enhancing the natural benefits of merino wool with added softness and warmth.
2018
The Growers Club.
In 2018, we introduced the Growers Club, an industry-first 10-year supply contract with our growers, transforming on-farm economics, social, and environmental sustainability. Icebreaker also became part of VF Corporation, expanding our reach and resources.
2019
Move to natural launch.
In 2019, we launched a global movement towards nature-focused solutions, featuring Ben Lecomte and The Vortex Swim. This campaign encourages choosing natural, sustainable apparel. to natural launch.
2020
Making Natural Progress.
In 2020, we continued our innovation with merino, plant-based fibres and and bio-based fibres and aimed towards a goal to be plastic-free by 2023.
2021
ZoneKnit™ and MerinoFine.
In 2021, we develop ZoneKnit™, an ISPO award-winning innovation, and MerinoFine, an ultrafine fiber at 15.5 microns. These advancements offer unparalleled comfort and performance.
2022
The Road to Regenerative.
In 2022, we partnered with The New Zealand Merino Company and their ZQRX platform, switching to regeneratively grown wool. We also developed Shell+™ and proudly won the Outdoor Retailer award for it.
2023
We reached 96.14% plastic-free fabric across our range! We're proud of our progress and dedicated to reaching new heights in transparency
2024
We launched our first impact vote initiative with The New Zealand Merino Company. Thanks to the icebreaker community, we're sponsoring a regenerative grazing project across our merino stations.
2025
In 2025, we turn 30! We're celebrating three decades of innovation and responsible practices in natural performance apparel. Here's to 30 years and beyond!
30 years of innovation.
We're celebrating three decades of innovating with nature's finest fibre with two new products, both crafted from 100% merino wool.
Anniversary Original Half Zip
Introducing our original 100% merino wool O-Zip mid layer, now reimagined. In celebration of our 30th anniversary, the new O-Zip takes a brand classic and redefines it with a seamless structure, delivering timeless comfort and modern performance.
150 Tech Lite T-Shirt Anniversary
In honour of our growers and the natural evolution of our brand, we've created a special graphic on our 100% merino wool Tech Lite t-shirt. Embracing our roots, the design features the icebreaker heritage logo and a topographic map of our 70 merino stations across New Zealand.
150 Tech Lite T-Shirt Anniversary
In honour of our growers and the natural evolution of our brand, we've created a special graphic on our 100% merino wool Tech Lite t-shirt. Embracing our roots, the design features the icebreaker heritage logo and a topographic map of our 70 merino stations across New Zealand.
