Icebreaker - Pure Merino

The team have just come back from shooting our new Spring/Summer 11 range, lucky things.  They travelled to Portland (US), up to Rotorua in the North Island (NZ), and down to Arthur’s Pass in the South Island to capture our gear in action.

We wanted to share a couple of shots with you as we’re pretty stoked with the outcome.  Can’t wait for the range to hit shelves.

We’ve just finished 3 days of intensive shooting in Portland (and beyond), covering the new Spring/Summer 2011 IcebreakerGT Run and Commute ranges.  It’s been super productive, as we build our library of compelling GT images.

Portland’s been providing us with a mix of weather which has made things interesting.  We made the most of the fine spells, even some of the rain too.

Working with Berlin photographer Timm Koelln’s been fantastic, as he adds his own spin on the shoot.  If you’re unfamiliar with his work - visit www.timmkoelln.com for a taste.  We’re looking forward to seeing Timm’s edit of the last 3 days in PDX.

We’re about to board our flight to New Zealand where we’ll continue the SS11 GT shoot in New Zealand.

Stay tuned.

- Fred L’Ami, Design Director

We discover Fiordland National Park whilst shooting our new Fall/Winter 10 range.  Here’s a sneak peek for you before the new range is released next year.

Saturday was another example of why it is so special to live and work here in Wellington.By morning we were shooting some of the new Fall/Winter 10 range (which is looking hot) in the studio. Shoot went real smooth thanks to the combined efforts of everyone involved - see the first picture of Fred, Jono, Jo in conference and Rich on the longboard in the background.

After my part in art directing the Beast shoot was done, I headed off to Waikanae beach for a city getaway and sunset - only 30 mins in the car.

Tu Meke.

- Dave, Senior Designer

Our design team is currently photographing our Fall/Winter 10 range in the home of our merino.  They’ve sent us back some stunning images to share with you.  Magic.

The winner of our ‘Where on earth is Fred’ competition has been found!  Thanks to all of you that entered, we know it was a pretty tough one, but most of you got the location of our Spring/Summer 10 photoshoot correct - it was Australia (good on ya mate).

We had a group of our merino growers visiting from the Southern Alps today, and Emma Subtil from Omarama Station was able to make the draw for us which was pretty exciting.

Congratulations to Penny Tennant who gets a new Icebreaker top.  Watch this space for more competitions to come.

We have been receiving loads of entries into the ‘Where on earth is Fred‘ competition - and some very interesting locations have been named!

Check out the photos for an extra clue for those of you that need it….

Email your guess now to blog@icebreaker.com and you can win a free Icbereaker top.  Entries close 31 May.

Check out our Design Director Fred.  He’s looking pretty relaxed don’t you think?  He’s just got back from hanging out (well working) at our Spring/Summer 10 collection photo shoot.

Over the next few weeks we want to know if you can tell what country we photographed our latest Superfine range.  We’ll update the blog with photos and stories from Fred along the way, and if you reckon you’ve got a fair idea, flick us an email at blog@icebreaker.com.  If you guess the correct country location, we’ll put you in the draw to win a free top.  Entries close 5pm 31 May 2009.

Oh and here’s a few ’sneak peeks’ of Fred and our new range to get you guessing.  Just in case you weren’t sure, Fred’s the guy in the last photo.

This is a fun time lapse of our recent studio shoot for Spring/Summer 10.  As you will see we were flat out.  It would have been longer but the battery on the time lapse camera died.

We managed 70 shots across one-and-a-half days, it was a great team effort, everyone pulled together to get it done.  We were the working wounded as Dave had bit of concussion from a little trip down some stairs, I had a cold and Adrian had been vomiting for a few days.   It didn’t seem to matter too much though, as the final results were great.

Big thanks to Rebecca T, Rebecca K, Dave, Adrian, Simon, Allison, Dianna, Kenzie, Aidan & Maya.

- Richard Ban, Photographer & Retoucher

We get to head away to some pretty exciting places when we shoot our new clothing ranges. And for the last couple of years we’ve managed to take some nice footage along the way.

We’ve had some memorable experiences on these trips, including a car crash in the back blocks of India, photographing our models surrounded by bodyguards in Sao Paulo, and climbing up tree’s to relieve ourselves on the shores of the Amazon so the infamous ‘penis fish’ didn’t make their mark on our journey.

Icebreaker Superfine Journey - Brazil Summer 09

Our Spring/Summer 09 Journey to Brazil is worth checking out.  We were amazed by the breathtaking landscape and wildlife of the Amazon, not to mention the copious amount of cheap caprihana’s we drunk along the way.  Maybe you can tell by the shakiness of the camera in some of the shots!

Icebreaker Photoshoot - Mt Aspiring Winter 09

We shoot our Fall/Winter ranges in the home of Icebreaker clothing - the Southern Alps of NZ.  Take a look at some of the crazy locations we have to shoot in this video - we’re on the edge of cliffs, sleeping in sheep station woolsheds over night, and even have our models swimming in ice cold water just so they can get another top to keep (dedication!).

Join us on our journey’s.