Icebreaker launched its Baacode traceability program in 2008, a groundbreaking effort that allows consumers to trace their garments from the farm that grew the fiber to the factories in China that clean, spin, cut and sew its garments.
In November, LWA PR wrote and distributed a press release marking Baacode’s first year anniversary and 75,000 traces.
Icebreaker US Marketing Manager Molly King came up with the idea to ‘Bag Cotton’ at the company’s Portland Touch_Lab store in 2008. In 2009, she took the campaign to the streets of Manhattan.
From Oct. 5-12, Icebreaker began “Bagging Synthetics” — turning old synthetic T-shirts into reusable marathon shoe bags — in a store window near Union Square, inviting New Yorkers to bring their synthetic t-shirt into Paragon Sports’ flagship store on 18th and Broadway and have a live seamstress (sitting in the store window) turn it into a reusable running shoe bag for free.
We learned, as part of Icebreaker’s ongoing commitment to the environment, that it had developed packaging for its Kids range that can be not just re-used, but re-imagined. For the younger set, the packaging becomes “Finger Friends” that can be disassembled and played with. The inside box becomes an owl or dinosaur finger puppet.
LWA PR drafted a press release, which was distributed to Kids outlets and sustainability and packaging media. Then a consumer sent a wonderful photo of Harrison and his awesome spaceboat, which he created from the packaging. We shared that with our green blogger friends, which resulted in three great stories