Icebreaker is launching a cycling apparel line that will hit retail this winter. The New Zealand-based company is best known for its apparel sold through the outdoor channel.
Garments from the Icebreaker GT technical sports range have always been popular with cyclists, but the brand has responded to consumer demand by launching a cycling specific apparel spring/summer 2011 line for road, mountain and commuting.
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Icebreaker, the New Zealand company that pioneered the outdoor merino wool apparel category, will debut its first lines of technical cycling and running apparel at upcoming trade shows in Germany and the United States.
Global Business: Icebreaker Is A Natural: Outlet: TIME Magazine, Date of publication: March 22, 2010
New Zealand has 40 million sheep (“We ate the other 20 million,” he says), 2 million of which are merinos. The mountain-dwelling merinos provide the raw material for a surprisingly hot product in the world of sports apparel: woolen performance wear. At a time when highly technical synthetic fabrics rule the sports-gear business, the idea that wool can compete seems strange. Says Moon: “My purpose was to create a new category around natural-tech products. The tension has been creating something new from something very old.”