icebreaker's 30-Year Journey: How a Radical Idea Redefined Outdoor Performance Wear

August, 2025 | icebreaker

In 1995, while the outdoor industry was doubling down on synthetic fabrics, a New Zealand entrepreneur had a revelation. Jeremy Moon, inspired by the natural performance of merino wool during a harsh South Island winter, dared to ask: What if nature already makes the perfect technical fabric? This simple question birthed icebreaker – and changed outdoor apparel forever.

The Merino Revolution

icebreaker's first prototypes faced industry skepticism. "Wool for performance wear?" critics scoffed. Yet the evidence was undeniable:

● Natural Thermoregulation: Merino's hero fibres outperform synthetics in both insulation and breathability
● Odour Resistance: Unlike plastic fabrics, merino stays fresh for days
● Moisture Management: Draws away moisture effectively while maintaining a dry, comfortable feel against the skin

Base Layer Technology – ZoneKnit™ Seamless

1. Authentic Performance

For alpine climbers, every detail matters. icebreaker's ZoneKnit™ Seamless technology is a game-changer. Traditional seams can cause chafing, especially during long, strenuous climbs where the body is in constant motion. icebreaker has eliminated these chafing points through advanced knitting techniques. The seamless construction means there are no rough edges or areas where the fabric can bunch up. This not only enhances comfort but also allows for a more unrestricted range of movement. It's a small yet significant innovation that can make a world of difference in the harsh environment of the mountains.

Sustainability as Original Design

Long before "eco-conscious" became marketing buzzwords, icebreaker embedded sustainability in its DNA. We prioritise and support regenerative farming principles and renewable resources across the merino stations we supply our wool from to help lighten our environmental footprint. Regenerative agriculture is a term that encompasses a variety of environmentally and socially conscious practices which aim to promote biodiversity, enhance water cycles, improve soil health and sequester carbon.

The Future of Natural Performance

As icebreaker approaches its 30th anniversary, its original vision has never been more relevant. With microplastic pollution concerns and synthetic gear filling landfills, the outdoor industry is finally catching up to what Jeremy Moon understood in 1995: The best technology grows on sheep.

Today, wearing icebreaker isn't just about superior performance – it's about being part of a nearly 30-year movement that proved nature and technology aren't opposites, but perfect partner.