Icebreaker Is A Natural

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


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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