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Auckland, New Zealand, Aug. 3, 2020 -- Original natural fibre apparel brand, Icebreaker is proud to announce the expansion of its executive and marketing teams in the recently relocated Denver office, as part of the VFC growth trajectory. Icebreaker was acquired by VFC in early 2018, and made the move to join the parent company in their Colorado-based North American headquarters earlier this year. The natural apparel brand has secured exceptional talent to support the brand’s strategic growth, move to natural and impressive environmental and impact based apparel programs.

Newly appointed GM and VP at icebreaker North America, Cameron Walker joined VF’s Strategy and Growth Platforms team three years ago as Vice President of New Models and Partnerships. With his team, he had focused on developing new purpose-led user-centric models such as The North Face Renewed, a collection of refurbished clothing remade to encourage conscious consumers in exploration. He also spent time managing partnerships within digital marketplaces and innovation. Prior to VF, Cameron was Director of Strategy and Partnerships at Google, within their Advanced Technology (ATAP) Group, and previous to Google, was the Director of Global Media Strategy and Operations at Twitter.

Cameron holds an MBA from UCLA Anderson and a Bachelor of Commerce from the Haskayne School of Business, University of Calgary. He sits on the board of the Hunter Hub for Entrepreneurial Thinking at the University of Calgary and is an Associate/Startup Advisor within the Creative Destruction Lab. With icebreaker North America’s strategic direction towards a move to natural and a plastic-free goal, Cameron is the natural progressive poised to steer the brand into a refreshed era of conscious consumerism.

Supporting Cameron is Rachel Winkel, the new Director of North American Marketing. Rachel brings fourteen years of experience in global marketing, go-to-market strategy, brand development, digital marketing, and product launch and positioning to icebreaker, and joins the brand from her most recent position as Director, Global Marketing Operations at San Francisco-based startup, Allbirds. There, she helped set up the global and local marketing teams, and helped to redefine the brand and retail strategy to set them up for future growth plans.

Rachel also previously served as International Marketing Director for Education New Zealand, supporting the Minister of Economic Development to develop and launch the New Zealand Education brand story, which focused on increasing the economic value of the education industry from $2.5 billion to $5 billion. Prior to this role, she worked in icebreaker’s global marketing department at the New Zealand headquarters . Her strong ties to the brand’s heritage, proven expertise and talent within all marketing verticals, as well as a deep knowledge of natural textiles, make Rachel a natural fit to oversee marketing for the Americas.

Icebreaker North America also welcomes Sam Minassian as the new Head of eCommerce & Digital Marketplaces. Sam brings over a decade of Outdoor Industry experience and a passion for digital business strategy to icebreaker. As the former Director of eCommerce and Digital Marketing for Fjällräven North America, Sam spent almost 7 years working on both North American and global eCommerce strategy and platforms. Most recently he was the Global Director of eCommerce for Global Brands Group - Sports & Lifestyle, where he primarily worked to revitalize and globalize the Spyder Active Sports DTC business, with direct-to-consumer expansion in Europe.

Of his new venture with icebreaker, Minassian said; “I’m excited to join a brand that has such a rich history and strong beliefs, that wants to lead the way in sustainable production, apparel and living.”

CEO and Brand President, Greg Smith said of the new hires, “Icebreaker is a brand built on three important pillars; people, provenance and product, working together in symbiosis to create a brand that values nature and relationships throughout the entire supply chain. We are constantly seeking out impeccable talent to continue driving our values and mission for a nature-based future, and are thrilled to welcome Cameron, Rachel and Sam to their positions and to the icebreaker family.”

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Icebreaker merino clothing for the outdoors, technical sports and lifestyle includes underwear, mid layer garments, outerwear, socks and accessories for men, women and children. Icebreaker is based in Auckland, New Zealand, and is sold in more than 5000 stores in 50 countries; at Icebreaker retail stores in New Zealand, Australia, Canada and the United States and online at


For more information or imagery please contact Jess Smith / 415.565.9530 /


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