Icebreaker - Pure Merino

Our CEO Jeremy Moon is profiled as an “evangelist in sheep’s clothing” in the latest Financial Times article on Icebreaker’s search for its first Touch_Lab_ (retail store) in New York City.

We plan to expand our retail presence internationally in the next five years, starting with New York later this year; and the Financial Times article dives deep into Icebreaker’s core principles to understand how we will make this happen.

Click here to read the latest article about Icebreaker in the Financial Times.  Simply sign up for the free service to access the article.

I was lucky enough to have dinner last week with the inspiring Robert Swan OBE, the first man in history to walk to both the South and North Poles.  Robert is doing amazing work internationally raising awareness around the issues of environmental responsibility and global warming.  He is heading back to the South Pole in 2012, and will be testing our Icebreaker gear over the next wee while to find the best garments to wear on his journey.

Robert was very inspiring, a real leader who has shown that individuals have the power to overcome obstacles and achieve their goals through perseverance, determination and commitment.  He told us tales from his travels, about his adventures in the North Pole and how it was much more treacherous than the South (as the ice was full of holes and he had to be very wary of the Polar Bears).

We discussed how the effect of the North Pole melting would not raise sea water levels (as it is floating ice and therefore already displaced).  And that the real threat was the South Pole, which could raise levels catastrophically - hence the reason for his 2012 trip.

Over the course of dinner we found out that Robert studied ancient history, so we decided it would only be fair to drink some whilst we were dining.  Our host environmentalist expert and wine buff Rob Morrison, produced a 1947 Chateau Latour, which wine buffs will know was a very good year from one of the leading cellars in Bordeaux.  I’ve never drunk anything older than myself, and it was quite an experience… one which I can’t quite afford to repeat just yet, so it’s back to selling more merino for me.

We’re proud that Robert will be wearing Icebreaker on his expedition back to the South Pole and will keep you all posted on his journey.

Jeremy Moon, CEO & Founder - Icebreaker

Our CEO and Founder Jeremy Moon loves wearing chick’s clothing - check him out working hard last week, developing our new range with the team in Portland.  He loved wear-testing the girls hats and scarves.

What a month!  I started with Icebreaker only a few weeks ago… but somehow it feels as though all of my retail experience has led me to take on this new role.  The Newmarket (in Auckland, New Zealand) store opening has been fantastic with such an amazing positive response from everyone that walks in the door.  It is not uncommon to have someone enter the shop who just wants to share their Icebreaker story, or to say “Yay! What a presence, the store looks amazing!!!”

The media launch last week was no exception.  The room was filled with local business people, personalities and media representatives, ready to be wooed by Jeremy Moon.  And they were not disappointed.  Jeremy set the scene with the story of Icebreaker before giving way to the live fashion show. The plush woollen carpet down the middle of the store became the catwalk for the models antics, dive rolls and exuberant high fives. A real Icebreaker way to show off this seasons new styles.

The highlight of the night… hmmm a real toss-up between the cute smiles of the Kid’s range models, and the Ramotaur parading in the Beast underwear collection!!  Sorry kids… but I have to go for the Ramotaur.

That’s it from me… I will finish with an invitation for all to come in and see the latest Fall/Winter 10 Icebreaker merino range and fantastic layout of the newest addition to the Icebreaker family - the Touch_Lab_ Newmarket.

See you soon!

- Jenny Ryan, Store Manager Icebreaker Touch_Lab_ Newmarket

Icebreaker Touch_Lab_
262 Broadway, Newmarket, Auckland
Phone: 09 529 7552
Store hours: Open 7 days: Mon-Fri 9.00am - 5.30pm, Sat 10.00am - 5.00pm, Sun 10.00am - 4.00pm

Time’s 22 March 2010 issue in the US includes a brilliant two-page profile of Icebreaker and we’re thrilled.

Assistant Managing Editor Bill Saporito pens the story, which begins, “As a young man in New Zealand, Jeremy Moon became fond of sheep. Wait a minute, let’s start that again.”

The piece tells the whole Icebreaker story, the history of merino, and…well read it yourself here: http://www.time.com/time/magazine/article/0,9171,1971425,00.html

The awesome photo is by New Zealand photographer Steve Boniface.

Your daily kick in the pants…  Jeremy Moon features on Rattle Ya Dags.

Here I am on my ’special’ sheepskin when I was two.   It was called ‘Lammie’.  I loved it so much I ate it, almost all of it, over the course of a year as my teeth came in.  I’m sure it’s why I have strong teeth.

Heavy petting graduated to true love when I met my first merino.   My first merino encounter, when I was six, made me realize what a half-wit Lammie was in comparison.  A fluffy slipper compared to a real beast, this sheep was magnificent.  Horns like a bull, and an attitude to match.  And a farmer who still fed it using a bottle.

Eighteen years later I started Icebreaker, and later than that I’m now a dad, with three lovely daughters of my own.  I try and open their minds to new places, people, and nature - any of which may one day, change their life in subtle yet profound ways.  They each got their own Lammie when they were born.

- Jeremy Moon, Founder and CEO Icebreaker

The Tararua forest looms (literally) on my doorstep, and is one of several mountain ranges in the North Island of New Zealand which form a ridge running parallel with the east coast of the island between East Cape and Wellington.

Bringing in the new year discovering another hidden wonder of our country was exhilarating.  Tramping through lichen covered ancient forest at 4000 feet, and trying to withstand the powerful southerlies our wee country has to offer was just a few highlights of the trip.

My next challenge has already been put to me - to get a deeper understanding of this forest; what new challenge will you be taking on this year to open your mind to the wonderment of nature?

-          Jeremy Moon, Founder & CEO - Icebreaker

Sometimes you’ve got to be out of your depth to experience some of the most profound and memorable experiences of your life.  I did that literally, a couple of weeks ago sharpening my scuba diving skills in Indonesia.  By sharpening I really mean remembering what the hell I learnt a month before when I did my first ever scuba dive in Fiji.

There’s nothing like taking on a new challenge to open your mind and teach you new ways of looking at things and solving problems.   We were lead by marine biologists and scientists  to untouched coral reefs and marine reserves in the middle of what seemed to be nowhere, in Raja Ampat - in the Coral Triangle.  Diving with these technical experts in their backyard, learning new skills and seeing life through another person’s eyes, gave me a different perspective on the way the world seems to just be.

Sure we swam with sharks, sea snakes, rays, and turtles - but it was the little things that hit me.  We watched tiny sea slugs and pygmy seahorses the size of your little fingernail at 30m (100 feet) below, things that we would never have noticed had we not taken the time to look and experience what was right underneath our noses.  It’s amazing to think about what you don’t see in day to day life.

We got to dive among beautiful marine reserve’s that have been set up as ‘Fish Banks’ solely to preserve marine life and teach the locals about sustainability so that there will be more food and marine life for their families to enjoy in the long term.  It’s quite humbling to realize how just making one small change may impact many a generation of people ahead of you.

We’ve got a new year just around the corner, what change do you resolve to enrich your life, and the lives of those around you?

- Jeremy Moon, Founder & CEO Icebreaker

In Business Magazine wanted to examine the idea of ‘thought leadership’: those people in business who have the idea first and then put their necks on the line to make it happen.

Katie Foley asked Jeremy Moon, Chief Executive of outdoor clothing company Icebreaker, for his definition on thought leadership.

Click here to read the full article (page 40).