Icebreaker became one of the outdoor industry’s first apparel brands to open a store on Facebook this month, but the company’s hybrid approach says more about how brands are tip-toeing rather than stampeding into social selling.
The idea of wearing wool while sweating through a strenuous hiking session is, point blank, pretty unappealing. A pleasant workout could turn into an itchy, sticky mess pretty quick. But New Zealand company Icebreaker, in a dogged pursuit to create a natural fleece functioning for performance, recently released their Realfleece jacket.
Icebreaker featured in Outdoor Magazine, August 2010, page 7, in News section under Products.
Icebreaker featured in “Sports Insight.” Featuring Icebreaker Baacode. Circulation: 15,000. Readership: 45,000.