Product details

Based in New Zealand, Icebreaker was a leading supplier of performance-wool products and a pioneer in the modern merino apparel. When entrepreneur Jeremy Moon founded Icebreaker in 1994, he not only created a new category of apparel, but changed the relationship of the customers with nature. Icebreaker's naturally made outdoor wear was designed to use merino wool as its core to keep adventurers and hikers warm and dry. Also, the merino wool was ethically sourced to make products that were built to breathe, insulate, endure and perform. Versatile Icebreaker's wardrobe was sold in more than 4,700 stores across 50 countries. With retail stores located in New Zealand, Australia, Canada, and the United States and valued at NZD220 million, the company stuck to its principles of sustainability, usage of natural fibre, animal welfare, environmental and social ethics. It opted to deal directly with farmers to avoid the volatility of open wool auction. Icebreaker had stated that it consistently tried to reconcile consumer's demands for quality products by adopting sustainable and environmentally conducive business practices across its value chain. Though Icebreaker claimed that it adopted ethical and sustainability practices right from sourcing of merino wool to packaging, sustainability rating agencies had given a low score for Icebreaker. Was Icebreaker really adopting sustainable and ethical practices across its operations or green washing?