Icebreaker - Pure Merino

When I was asked to go to a media event, I had no idea what I was in for.  “Where are we going?” I asked.  “Hicksville,” they replied.  “Where is that?!” I asked. A Google search of Hicksville confirmed my fears… 1. Hicksville’s location is indeed a secret and 2. Icebreaker is sending me on a journey to the desert in what could be the most elaborate firing scheme ever. And I thought I had done quite well on my year review.

All kidding aside, I actually went to represent Icebreaker to a bunch of editors. Hicksville was our home for 2 ½ days. It was a fantastic couple of days, and the perfect environment to put Icebreaker to the test…hot days and chilly nights. Here’s a sample of the feedback we received from the media:

“We used the hell out of Icebreaker—and while I’ve always known what a great brand it is, it’s nice to use wool in the desert, not just on the slopes.” Rachel Sturtz (freelance writer whose stories have appeared in Esquire, Allure, Hemispheres, Women’s Health, Fitness, Shape,MensHealth.com, Runner’s World, Running Times, Competitor, ESPNW and ESPN HS, Capitol File, The Daily, and many more)

“My favorite part was the funkiness of it all. Really made for a memorable trip on every front… the Icebreaker stuff is a marvel.”
Tim Neville (freelance writer whose stories have appeared in Outside, Skier Magazine, The New York Times, and many more)

I made it out of the desert with quite a few more freckles, some new friends, AND my Icebreaker job.

Christy Bigelow – Icebreaker US Customer Service

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.