Icebreaker takes on the US East Coast
New Zealand outdoor clothing brand Icebreaker has opened its first East Coast retail store in SoHo, New York City.
It is the company's third North American retail store, following one in Portland’s Pearl District and an outlet store in Woodburn, Oregon. As part of the brand’s ambitious global expansion, a fourth store is to launch in Vancouver, British Columbia, in March 2011. The company came about in 1994 when founder and chief executive Jeremy Moon met a wool farmer who handed him an insulating t-shirt he had created. “It felt gorgeous and like cashmere,” said Mr Moon. “[In the past] I couldn’t stand wool because it was so itchy, but this was so soft.” Mr Moon then began experimenting with the fabric, and realized its potential. “It’s breathable and light, odour-resistant, keeps you warm when it’s cold and cool when it’s hot, and is natural. I launched Icebreaker to offer a natural choice.” In February, Icebreaker will roll-out its initial range of running apparel, followed by a new cycling product line.
