Icebreaker TouchLab Store Grand Opening in New York City Dec. 1, 2010

Icebreaker, the New Zealand company that pioneered the merino wool adventure apparel category, today announced the grand opening for its first East Coast store in the U.S. called the Icebreaker TouchLab, which will open in Manhattan Dec. 1, 2010.
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FOR IMMEDIATE RELEASE

CONTACT: Lee Weinstein, (503) 708-0402
lee.weinstein@icebreaker.com

From New Zealand to New York:
Icebreaker Invites New Yorkers to Experience the Touch of Merino and the Sights of New Zealand at Flagship Retail Store in SoHo Neighborhood

- Icebreaker Touch Lab offers New Yorkers the complete line of pure merino wool adventure apparel –

- Shoppers Can try on any Icebreaker garment and win a trip for two to New Zealand including an overnight stay at a Merino Station (farm) -

Wellington, New Zealand (22 November 2010) – Icebreaker, the New Zealand company that pioneered the merino wool adventure apparel category, today announced the grand opening for its first East Coast store in the United States called the Icebreaker TouchLab, which will open in Manhattan on December 1, 2010. The 2,500-square-foot SoHo store will be Icebreaker's flagship, located at 102 Wooster Street, between Spring and Prince Streets, across the street from Patagonia's SoHo store.

New Zealand is 8,815 miles from New York, so the Icebreaker team has brought the Southern Alps and the merino sheep to the Big Apple through fantastic imagery in the store. Customers can see beautiful images of New Zealand, and through the company's Baacode traceability program, meet the farmers tended the flocks that grew the fibre in the apparel.

Since many New Yorkers haven't experienced the wonders of silky soft merino wool, the TouchLab will feature an area where shoppers can dip their hands into raw merino. The store also shows the kiwi brand's sense of humor, with many secret touches, such as the depiction of a man and woman at play (as nature would intend) in the dressing rooms.

Natural, sustainably produced Icebreaker merino regulates body temperature in all climates, is highly breathable to prevent the clamminess associated with synthetics, and protects the wearer from the sun's harmful rays. It's also “no stink” - also resisting odour and wearable for days – sometimes weeks – without washing.

The new TouchLab retail store will showcase the complete Icebreaker line from its Outdoor, Running, Cycling, Travel, Kids, Underwear and City collections, all made from handpicked merino wool born in New Zealand's Southern Alps.

“More and more New Yorkers will soon discover Icebreaker's miracle fibre from New Zealand,” said Jeremy Moon, Icebreaker's founder and CEO. “We think it will be love at first touch.”

Moon added, “Our TouchLab allows us to showcase our freshest designs with savvy SoHo residents and visitors who are known connoisseurs of top-quality apparel.” New York City was chosen for Icebreaker's flagship store because of the rapid adoption of Icebreaker by New Yorkers through company's online business and retailers Paragon and Eastern Mountain Sports.

The store was designed by Icebreaker in collaboration with Adrian Nancekivell Design, Auckland, New Zealand with Joseph Tarella from SawickiTarella Architecture & Design NYC. The SoHo store will be the company's sixth TouchLab. Icebreaker has two TouchLab stores in North America, one in Montreal, Quebec, Canada, and the other in Portland, Oregon, also the location of Icebreaker's U.S. headquarters.

Win a Free Trip for Two to New Zealand

As part of the grand opening, Icebreaker will give away a trip for two to New Zealand. Entrants must visit the store and try on an Icebreaker merino garment and complete the entry form. The prize includes airfare from New York, San Francisco or Los Angeles to New Zealand, overnight accommodation on a merino sheep station (farm) in New Zealand, and an Icebreaker layering system for two. See the store for complete details.

Icebreaker Clothing

Launched in 1994, Icebreaker was the first company in the world to develop wool adventure apparel, a merino fibre layering system for the outdoors, starting with its Bodyfit baselayer, ideal for New York winters. There are now 25 to 30 distinct pure merino fabrics in the Icebreaker system, covering underwear, mid layer, and outerwear.

This fall, Icebreaker introduced Realfleece, a premium natural alternative to a synthetic fleece (made from oil) for men and women. Unlike synthetics, Icebreaker Realfleece is stylish and sophisticated and can be worn on the mountain as well as on the town.

Icebreaker is sold in more than 2,000 stores in 37 countries throughout Europe, Asia, Australasia and North America. Based in Wellington, New Zealand, Icebreaker uses only pure merino hand-picked from 140 high country stations in the country's Southern Alps to create edgy outdoor clothing that combines nature's work with human technology and design.

Ethical Commitment

The company was the first outdoor adventure apparel company in the world to source merino directly from growers, a system it began in 1997. Icebreaker 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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