Icebreaker Launches "Holy Sheep!" Blog

Icebreaker, the New Zealand company that pioneered the outdoor merino wool apparel category, has launched a new blog entitled “Holy Sheep!” on

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"Holy Sheep!" - Icebreaker Launches Blog

Wellington, New Zealand (14 June 2009) – Icebreaker, the New Zealand company that pioneered the outdoor merino wool apparel category, has launched a new blog entitled “Holy Sheep!” on

“Icebreaker is about experiencing nature and connecting to each another,” said Founder and CEO Jeremy Moon. “We want our blog to be a place where people can come together, get to know our brand, experience some Kiwi humor and have a little fun.”

Some of the blog posts thus far include:

• A report on Icebreaker's Spring/Summer 10 collection photo shoot.

• News that 200 professional mountain rescuers in Poland's Tatra Mount Rescue Service will be wearing Icebreaker's Hiker Heavy, Skiier Lite or Skiier Mid socks while they patrol the High Tatras, which are on the borders between Slovakia and Poland.

•A time-lapse behind the scenes video on the making of Icebreaker's Spring/Summer 10 collection.

• An announcement of the winner of the 4th annual ‘Great Icebreaker Cake Bake Off' “judged meticulously by the famous chefs Steve Logan and Al Brown (from Wellington restaurant Logan Brown and stars of the TV series ‘Hunger for the Wild‘).”

• A posting from the Icebreaker Wellington coffee machine entitled, “Our home of flat whites.” (Yes, this is a true New Zealand blog!)

•A story about the Heart Stoppers Challenge event run by Heart Children New Zealand and the team of Icebreakers who plunged into an icy pool for five minutes to raise fund for kids who kids need open-heart surgery.

• A consumer story about how Icebreaker's naturally fire resistant apparel helped in a family's evacuation from a Victoria, Australia wildfire.

The “Holy Sheep!” weblog is being updated 2-3 times weekly with the latest news, product releases, and events related to Icebreaker employees, friends and customers.

About Icebreaker
Launched in 1994, Icebreaker was the first company in the world to develop a merino fiber 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. There are now 10 distinct pure merino fabrics in the Icebreaker system, covering underwear, mid layer, and outerwear.

Icebreaker is sold in more than 2,000 stores in 24 countries throughout Europe, Asia, Australasia and North America. Based in Wellington, New Zealand, Icebreaker uses only pure merino hand-picked from 120 high country stations in the country's Southern Alps to create edgy outdoor clothing 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.