For 30 years, Move to natural™ has been more than just our vision—it's our commitment to a more natural way of living. As we celebrate this milestone, we invite you to join us in choosing natural fibres and embracing a future rooted in comfort, quality and authenticity.
Born in New Zealand in 1995, we set out to pioneer natural performance apparel with premium merino wool at the heart of everything we do. For 30 years, we've been on a mission to redefine outdoor clothing by championing natural fibres and moving away from petrochemical synthetics.
1995: Natural pioneers.
Our founder, Jeremy Moon, pioneered a new category of natural performance apparel, harnessing the exceptional properties of merino wool—one of nature's finest materials.
1997: Partners for life.
We built long-term partnerships with dedicated New Zealand merino wool growers, ensuring ethical sourcing and premium-quality fibres. These relationships also support responsible farming practices sustainable farming practices.
2003: International partnerships.
We expanded our manufacturing hub to Shanghai, enhancing our capabilities and leveraging cutting-edge technology.
2005: Head to toe.
We expanded our product range to include hats, socks, scarf and gloves. That same year, we opened our first retail store in Wellington, New Zealand.
2006: Printing on merino wool.
icebreaker became the first company in the world to print graphics on merino wool.
2007: Leading the industry.
As one of the first outdoor apparel brand to source wool through the ZQ programme, we banned mulesing from supplying farms. This commitement to the ethical tratment of animals and the highest quality wool.
2012: No need to duck.
We developed MerinoLoft™, a revolutionary natural fibre insulation made from merino wool, offering an alternative to duck down.
2014: Introducing Cool-Lite™
Our innovative blend of merino wool and TENCEL™ Lyocell, Cool-Lite™, delivers exceptional moisture management and breathability. Designed for high-intensity activities, it keeps you cool, dry and comfortable.
2017: Transparency and innovation
We published our first Transparency Report, openly sharing our supply chain and practices. That same year, we introduced our RealFleece™ innovation, designed to elevate the natural benefits of merino wool.
2018: The Growers Club
We launched the Growers Club, an industry-first 10-year supply contract, supporting long-term farm viability and responsible practices. This year also marked our joining VF Corporation, expanding our reach and resources.
2019: Move to natural launch.
We launched a global movement towards nature-focused solutions, featuring ambassador Ben Lecomte and The Vortex Swim.
2021: Pushing boundaries.
We developed ZoneKnit™, an ISPO award-winning innovation, and MerinoFine™, an ultrafine 15.5-micron fibre—setting new standards in performance and comfort.
2022: The road to regenerative.
We partnered with The New Zealand Merino Company's ZQRX platform to transition to regeneratively grown wool. This year also saw the launch of Shell+™, earning us the prestigious Outdoor Retailer award.
2023: Road to plastic-free
We achieved 96.14% plastic-free fabric across our range. Proud of our progress, we remain committed to reaching new heights in transparency and innovation.
2024: Empowering change.
We launched our first impact vote initiative with The New Zealand Merino Company, giving our community a voice in our journey. Thanks to their support, we're sponsoring a regenerative grazing project across our merino stations.
2025: Celebrating 30 years.
This year we turn 30! We're proud to celebrate three decades of innovation and responsible practices in natural performance apparel. Here's to 30 years and beyond.
30 years of innovation.
We're celebrating three decades of innovating with nature's finest fibre with two new products, both crafted from 100% merino wool.
Anniversary Original Half Zip
Introducing our original 100% merino wool O-Zip mid layer, now reimagined. In celebration of our 30th anniversary, the new O-Zip takes a brand classic and redefines it with a seamless structure, delivering timeless comfort and modern performance.
