At Icebreaker, we know how to party. So it’s no surprise that a recent launch event held for New Zealand media in Auckland was noisy, raucous and action-packed.
Our models hammed it up on stage, throwing killer “blue steel” looks from the catwalk and treating guests to outrageous twirls, spins and dips. They even formed a human pyramid to show their commitment to Icebreaker’s athletic, outdoor image.
CEO Jeremy Moon had a great time telling everyone about Icebreaker, and a grower had a yarn about his merino sheep.
Guests were given a cool new Bodyfit+ top, and used our online traceability programme, Baacode, to trace the merino fibre in their new garment through the supply chain and right back to the farm where it was grown.
The Ramatour - our sexy mascot - was a hit with female guests, and everyone loved watching Junior range models Leo (five) and Scarlet (six) strut their stuff on the catwalk. We also showcased our Bodyfit+ and Icebreaker_GT ranges at the event.
Guests enjoyed snacking from their bags of sheep poo - which, you’ll be relieved to hear, were actually chocolate-covered raisins. Equally delicious were cocktails from 42Below canapés from Mint Kitchen, and the models serving them (all clad in our Nature and Beast underwear ranges).
Check out the pics of the event - you’ll love them.
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.
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!
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!).
