Icebreaker Is A Natural

It sells technical sportswear made of wool and connects shearer to wearer in sustainability

STEVEN BONIFACE FOR TIME

Jeremy Moon, CEO and founder the outdoor clothing brand of Icebreaker.

As a young man in New Zealand, Jeremy Moon became fond of sheep. Wait a minute, let's start that again. As a newly minted cultural anthropologist making a living in market research, Jeremy Moon was given a T-shirt by a farmer in the Southern Alps of New Zealand and was asked what he thought of it. The T-shirt was not only remarkably soft, but it also refused to hold body odor. "It didn't look too good, but it felt amazing. And I kind of fell in love with the feeling of it," says Moon. The shirt was made of merino wool,...

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