Photo – courtesy of icebreaker ©
In a bold stride towards transparency, icebreaker openly acknowledges its 96.14% plastic-free fiber achievement, falling short of the 100% target. Setting the “plastic-free by 2023” goal in 2020, the brand boasted 87% natural or plant-based fibers at the time. While recognizing the gap, icebreaker celebrates its significant strides, seeing the remaining 4% as a rewarding challenge.
Viewing failure as a catalyst for growth, icebreaker, renowned for reducing plastic in performance wear, sees setbacks as opportunities for improvement. The brand is committed to innovation, aiming for 100% plastic-free status. Looking ahead, icebreaker aims to source all wool from regenerative growers by 2028, partnering closely with growers and The New Zealand Merino Company.
Embracing this journey with unwavering dedication to nature, icebreaker leads the charge towards a petrochemical-free future. With 14% synthetic content already replaced by bio-based alternatives, icebreaker prioritizes the right path over the easy one.
Ensuring merino wool traceability underscores icebreaker’s commitment to responsible sourcing. Through initiatives like the groundbreaking 10-year supply contract and participation in the NZM ZQRX program, icebreaker fosters strong relationships across its supply chain, supporting ecosystem stewardship.
Remaining steadfast in its commitment, icebreaker believes the journey is as meaningful as the destination, with the final 4% representing significant achievements. The brand continues to pave the way for a sustainable future.
It’s time to embrace the natural.
