Icebreaker Expands Realfleece Offering for Fall/Winter 2011

Icebreaker is expanding its popular Realfleece product offering with the introduction of a mid layer version of its super lightweight, highly insulating Realfleece.
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Contact: Julie Atherton + 1.415.839.7546
julie@jamcollective.net

Lee Weinstein
+1.503.708-0402 lee.weinstein@icebreaker.com

Icebreaker Expands Realfleece Offering for Fall/Winter 2011

New mid layer version of Icebreaker's premium brushed fleece gives warmth without weight

Wellington, New Zealand [3 January 2011] – Icebreaker is expanding its popular Realfleece product offering with the introduction of a mid layer version of its super lightweight, highly insulating Realfleece.

In Fall/Winter 2010, Icebreaker debuted Realfleece – a premium natural alternative to a synthetic fleece for men and women. Since the 1980s, sportswear companies have been selling garments called “fleece” that are synthetics made from oil. Real fleece only comes from a sheep – and the first Icebreaker Realfleece line has already sold out in most markets. The line received rave reviews from the media and consumers alike, including “BEST Hoodie for Grownups” by Men's Journal magazine.

For Fall/Winter 2011, Icebreaker introduces Realfleece 260, a functional midweight insulation layer that gives consumers a natural alternative to a synthetic fleece. It has a very high insulation-to-weight value, which means it is exceptionally lightweight considering the level of insulation it provides. Icebreaker will show its new Realfleece collection at the Outdoor Retailer Winter Market, 20-23 January 2011 in Salt Lake City; at the Ski Industry Association's Snow Show in Denver, Colorado 27-30 January 2011; and in Munich, Germany at ISPO 6-9 February 2011.

Made from premium merino wool grown in New Zealand's Southern Alps, soft and cosy Realfleece provides instant warmth and instant luxury.
The launch of Realfleece 320 outer wear was a highlight of Icebreaker's Fall/Winter 2010 collection, says Creative Director Rob Achten. “Consumers loved the warmth, softness and functionality of Realfleece 320 outer wear, and there was a real demand for a Realfleece mid layer that could be worn over Icebreaker Bodyfit base layers and under a technical shell,” he says.

“Realfleece 260 is a the biggest story of our Fall/Winter 2011 collection. Like Realfleece 320, we expect it to be an instant classic.”

All Realfleece garments have an interior terry knit construction, with loft that has been brushed to create air pockets that trap air and lock in body heat. The outside has a smooth, stylish, air-permeable jersey finish.
The new styles are the Sierra Half Zip, the Sierra Full Zip and the Sierra Hood for men, and the Cascade Half Zip, Cascade Full Zip and Cascade Hood for women. Realfleece 260 features decorative stitching and a subtle print on the inside of the garment.

Icebreaker is also celebrating Fall/Winter 2010 by introducing strong new colours into its Realfleece range.

Plus, through Icebreaker's Baacode traceability programme, consumers can trace the fibre that's in every Icebreaker Realfleece back to the sheep station (farm) that grew it. Every Icebreaker garment has a unique Baacode sewn inside, which can be entered online, taking consumers to meet the growers and see inside the factories where the merino was cleaned, spun and sewn.

Also New for Fall/Winter 2012

Other winter winners Icebreaker will unvei include five new tops and hoodies for women in Icebreaker's City range of versatile merino basics for Fall/Winter 2011. Indispensable for urban living and travel, the City range features lightweight sweaters, cover-ups and pants for all-season wear.The urban basics are popular with travellers because Icebreaker merino is machine-washable, dries fast and doesn't require ironing.
There are new tops, ¾-length pants and arm warmers in GT Run and GT Bike, Icebreaker's specialist ranges for runners, road bikers and mountain bikers. The technical ranges were launched in Spring/Summer 2011, and have proved hugely popular.

Icebreaker has added new styles and colours to GT Base Layer, its premium performance layer for high intensity sport, and bought in fresh styles for hiking, skiing and city wear in its versatile Socks collection.
Hot new graphics and colours have been added to the core Bodyfit collection of base layers, and Kids – Icebreaker's warm, soft, children's layering system – had been extended up to size 14.

About Icebreaker

Launched in 1994, Icebreaker was the first company in the world to develop a merino fibre layering system for the outdoors. It was also the first outdoor apparel company in the world to source merino directly from growers, a system it began in 1997. The Icebreaker apparel system includes underwear, mid layer garments, outerwear, socks and accessories. There are outdoor, technical and lifestyle categories, each with its own specific fabrics and design details. Icebreaker is sold in more than 3,000 stores in 37 countries.

Based in Wellington, New Zealand, Icebreaker uses only pure merino handpicked from 140 high country stations in the country's Southern Alps to create adventure clothing for women, men and kids that combines nature's work with human technology and design. The company is committed to sustainability, ethical manufacturing and animal welfare. In 2008 the company launched “Icebreaker Baacode,” a pioneering supply chain transparency and traceability program. Each Icebreaker includes a unique Baacode, which enables customers to trace the garment online from rearing the sheep through to each stage of the supply chain process.

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