Icebreaker Opens Second New York City Store Today

Icebreaker, the New Zealand company that pioneered the merino wool adventure apparel category, today opened its second store in New York City. The “TouchLab” store is located in the uber hot Meatpacking District.
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FOR IMMEDIATE RELEASE

CONTACT
Lee Weinstein
Icebreaker
+ 1 (503) 708-0402
lee.weinstein@icebreaker.com


Icebreaker Opens New Store in New York City's Meatpacking District
- New Zealand Merino Wool Apparel Pioneer Opens Second Manhattan Store Today -


New York City and Wellington, New Zealand (January 23, 2012) – Icebreaker, the New Zealand company that pioneered the merino wool adventure apparel category, today opened its second store in New York City.

Icebreaker's new 1,200-square-foot “TouchLab” store is located at 823 Washington Street, in the Meatpacking District on Manhattan's West Side—one of New York City's premier shopping and dining destinations. The store is located across the street from High Line—the now world-famous “park in the sky”—and near the new Standard Hotel.

“The Meatpacking District is a chic and exciting neighborhood with fantastic energy. We are excited to introduce Icebreaker to its residents and to the multitude of visitors who come to shop its premium stores,” says Jeremy Moon, founder and CEO of Icebreaker.

“Icebreaker is perfect for active New Yorkers who value stylish, high performance apparel. It has something for everyone - from runners, cyclists and other fitness enthusiasts looking for a natural alternative to synthetics, to Meatpacking District shoppers with an eye for new and beautiful apparel.”

Icebreaker's TouchLab store features the company's complete outdoor, running, cycling, travel, kids, underwear and city collections, all made from merino wool from the Southern Alps of New Zealand. Icebreaker merino is cool in the heat, highly breathable to prevent the clamminess and overheating associated with synthetics, soft, non-itch, sun safe, fire safe and easy care. It resists odor, and can be worn for days—even weeks—without washing, which makes it ideal for travel.

Icebreaker opened its flagship TouchLab store in New York City in December 2010. The company has two other US TouchLabs: in Portland, Oregon (home of its US headquarters), and in San Francisco. In Canada, there are TouchLabs in Vancouver, British Columbia, and in Montréal, Canada.

The Meatpacking District TouchLab is open Sunday through Thursday, from 11am to 7pm, and on Friday and Saturday, from 11am to 8pm. The telephone number is (212) 337-0616.





“New Zealand's merinos produce a wool that has a very fine diameter, which makes it soft and breathable yet with high insulation value for warmth.”
- TIME magazine

“The thin construction leverages wool's breathability and natural wicking properties, so you don't suffocate when a run heats up.”
- Runner's World

“It wicks like a champ and is as comfortable as cotton.”
- Backpacker magazine

Note to Editors: PHOTOS OF SOHO (NEW YORK CITY) TOUCHLAB AVAILABLE HERE: http://media.icebreaker.com/index.php?s=13&cat=29&mode=gallery

About Icebreaker
Launched in 1994, Icebreaker was the first company in the world to develop a merino wool 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. 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 Wellington, New Zealand, and is sold in more than 3000 stores in 43 countries.
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