Shaping the Future, Inspired by Nature: icebreaker Celebrates 30 Years

July, 2025 | icebreaker

Celebrating three decades of icebreaker’s commitment to natural fibres and sustainable innovation. From New Zealand’s Southern Alps to global leadership, explore how merino wool redefined outdoor apparel.

Nearly three decades ago, a chance encounter with a merino sheep farmer in New Zealand’s Southern Alps sparked a revolution. Jeremy Moon creates a new category of natural performance clothing made with one of nature's incredible materials – merino wool. This blog traces three decades of relentless innovation, from the first merino wool base layer to a global movement merging performance with planetary stewardship.

1990s–2000s: Redefining the Basics

The brand’s early years were marked by audacious simplicity. While synthetic fabrics dominated the 1990s, icebreaker bet on merino wool’s natural advantages: temperature regulation, odour resistance, and biodegradability. The Tech Lite Tee became an instant classic, proving wool could outperform polyester in both warmth and comfort. By 2003, demand surged—the company expanded production, later adopting ZQ animal welfare standards in 2010, a certification still central to its ethos.

2010s: Breaking Boundaries

The 2010s saw icebreaker’s reimagine wool’s potential. The RealFleece™ line used brushed merino for lightweight insulation, reducing reliance on petrochemical-based fleeces. A pivotal moment came in 2018: the brand pledged to eliminate virgin plastic from its supply chain by 2025, a commitment accelerated by partnerships with ocean cleanup initiatives.

2020s: Circularity and Advocacy

Today, icebreaker’s innovation extends beyond fabric. In 2021, icebreaker developed ZoneKnit™ and proudly earned an ISPO award for its innovation—marking a major step in sustainable performance apparel. By 2023, the brand reached 96.14% plastic-free fabrics across its range, proving its progress while staying committed to pushing further in transparency and material innovation.

Sustainability: The Heart of Innovation

icebreaker is proud that 97.56% of fabrics in its 2024 collection are plastic-free—a milestone underscoring its commitment to performance apparel without unnecessary plastic. Yet the urgency remains: reports show over 90 million tons of textile waste flood landfills annually, with polyester alone making up 55% of global fiber production. For icebreaker, innovation isn’t just about progress; it’s a responsibility to challenge the industry’s reliance on plastic.

icebreaker’s 30-year journey is rooted in a simple truth: nature knows best. By prioritising regenerative agriculture, the brand’s merino supply chain sequesters 4x more carbon than conventional methods. Initiatives like the Global Repair Network (2023) extend product lifespans, while blockchain traceability ensures every garment’s origin is transparent. As climate consciousness grows, icebreaker proves sustainability isn’t a trend—it’s a legacy.

The icebreaker’s 30th anniversary isn’t just a celebration of past achievements—it’s a call to action. By merging merino wool’s ancient wisdom with cutting-edge technology, the brand continues to challenge an industry still dominated by plastics. As consumers demand accountability, icebreaker’s legacy reminds us that true innovation lies in harmony with the planet.