Icebreaker Company Profile

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IN 1995, ICEBREAKER CREATED A CLOTHING CATEGORY: MERINO OUTDOOR CLOTHING.

17011 Icebreaker Profile US letter DavidJones FAjh.indd 1 13/8/09 12:51:58 PM

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IT’S ABOUT OUR RELATIONSHIP TO NATURE, AND TO EACH OTHER

CONFIDENTIALConfidential to Icebreaker business and retail partners only. Not to be reprinted in whole or part without written permission from Icebreaker New Zealand Ltd.

1 OUR PHILOSOPHY p06 Icebreaker is about Icebreaking p08 Our Company p12 History of Innovations

2 OUR FIBRE FACTORY p16 Home of our Merino p18 Pure Source p20 Learning from Nature

3 HOW IT WORKS p24 The Miracle Fibre p26 Nature Technology p28 Endorsements

4 JOIN OUR SUSTAINABLE JOURNEY p32 Ethics p34 Baacode

5 MARKETING TECHNOLOGY p38 Building Your Market

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WE BELIEVE NATURE IS A POWERFUL FORCE THAT IS WITHIN US AND AROUND US

OURPHILOSOPHY1


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Our role at Icebreaker is not to create the latest ‘technical’ fibre. Nature has already done that – and without an oil rig in sight. The Icebreaker fibre factory works 24 hours a day, on the back of an animal that lives in the mountains.

Nature has adapted this fibre over thousands of years to ensure the perfect fit between form and function. If the merino’s coat didn’t breathe in summer, it would die of heat exhaustion. If its coat didn’t insulate in winter, the merino would freeze to death.

It works for the animal, and it works for people. But only if the fibre is correctly interpreted into yarn and fabric, and cut in a way that allows the garment to perform. That’s where Icebreaker comes in.

Each Icebreaker fabric has a specific fibre recipe, yarn specification and

fabric construction. Each range has a different cut, depending on its purpose.

Icebreaker fuses unmatched technical performance with contemporary elegance.

Our garments have journeyed on countless journeys across continents and between cultures, and work just as well in New York as in the Himalayas.

Nature is an astonishing designer. Everything it creates is simple, efficient and beautiful.

At Icebreaker, we believe nature is a powerful force that is within us and around us.

When you live in the city, it’s easy to feel distanced from nature. Icebreaker is a bridge that reconnects us with nature, and protects us in all climates and environments.

icebreaker.com/philosophy

ICEBREAKERIS ABOUTICEBREAKING

JEREMY MOON Founder and CEO of Icebreaker


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Icebreaker has its roots in a chance encounter.

In 1994, marketing graduate Jeremy Moon met a merino grower who was using new technology to create a unique performance fabric.

This fabric delivered the impossible: the key benefits of synthetics (easy care, lightweight, quick drying) combined with the natural benefits of merino (warm, breathable, odour resistant, biodegradable).

The late Sir Peter Blake wore this prototype fabric when he set a new world circumnavigation yachting record. He returned from the Southern Ocean claiming the fabric was “superior in every way to anything I had ever worn before”, and revealing he’d worn his Icebreaker for 40 days and 40 nights without changing.

This convinced 25-year-old Moon to quit his research job, mortgage his house and launch Icebreaker. Moon found investors who believed in his vision, and a highly skilled and experienced board of directors was formed to provide governance and strategic guidance to the young company. The board also established the commercial disciplines required to prepare the company for sustainable high growth. Founding directors Noel Todd (Chairman) and Peter Travers are actively involved to this day.

Experts in clothing design, graphic design, brand architecture, marketing,

public relations and outdoor apparel came together to work together on the new concept. Icebreaker was born.

The New Zealand retail market was set up by Moon and the company’s first employee, Michelle Mitchell. The pair travelled the country in an old car, door-knocking on stores and staying in backpacker hostels. Icebreaker’s entire first range fitted in an old leather suitcase.

The brand soon evolved to become an exploration of ‘our relationship to nature, and to each other’. This phrase is at the heart of our company.

Rapid success in New Zealand and Australia gave the rapidly expanding team confidence to venture further abroad. Exporting to Europe began in 1999 and Icebreaker now exports to more than 24 countries around the world.

Icebreaker is sold in nearly 2000 stores in 24 countries throughout Europe, Asia, Australasia and North America.

One in every three Icebreakers is sold in Europe, which is now our largest market. We have also been increasing our business in North America and opened our first Touch_Lab_ retail stores in the United States (Portland, Oregon) and in Montreal, Canada, in 2007.

We are committed to building an international merino clothing brand that uses pure New Zealand merino fibre, but is truly competitive internationally.

icebreaker.com/philosophy

OURCOMPANY


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2003 2010


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1994 1995 1997 1999 2003 2006 2007 2008 2009 2010

Icebreaker launches, creating a new clothing category that uses a natural fibre in a synthetic world.

We pioneer the practice of signing contracts directly with growers, giving them security and allowing us to set strict standards of animal welfare and environmental responsibility.

“It’s about our relationship to nature, and to each other”

Sir Peter Blake endorses Icebreaker.

“Ice Breakers were superior in every way to anything I or other members of ENZA’s crew have ever worn before”This triggers acceptance of our performance philosophy in the technical outdoor market.

Our merino clothing layering system becomes a fast-growing success story in New Zealand.

Icebreaker adopts a philosophy of forging a ‘narrow and deep’ partnership with its supply chain, choosing to partner with a few special suppliers who share our values, and who will grow with us.

Our award-winning, nature-inspired Touch_Lab_ outlets and Touch_Point_ retail displays launch globally.

Icebreaker launches its underwear ranges, Nature for women and Beast for men.We set up a design facility in Portland, Oregon.

The launch of Baacode, our traceability programme. Over 200 magazines have already endorsed this pioneering initiative.

We launch eco-system, our company-wide sustainability initiative.

We launch a revolutionary performance base layer product: Icebreaker GT, which combines premium merino with Lycra® for unparalleled fit and support.

HISTORYOFINNOVATIONS


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EACH ICEBREAKER MERINO SHEEP HAS AN AVERAGE OF FOUR ACRES TO GRAZE ON. THAT’S A LOT OF FREEDOM

2 OURFIBRE

FACTORY


17South Island, New Zealand

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The sheep stations that produce premium merino fibre for Icebreaker are vast and sparsely stocked. The merino in your Icebreaker is created from the same fibre that is in a $3,000 Italian suit.We work with about 140 different stations scattered across the Southern Alps.Here are three:

Glenmore StationIn 1997, Glenmore was the first station to begin directly supplying Icebreaker with fibre. Ten thousand merino roam over 19,000 hectares (47,000 acres) in a rugged mountain landscape of snow and ice.

Glentanner StationGlentanner is on the shores of the beautiful Lake Pukaki, a short distance from New Zealand’s highest mountain, Aoraki/Mount Cook. Its 9,000 merino have 18,211 hectares (45,000 acres) of wilderness to enjoy.

Mount Nicholas StationOne of the southern-most sheep stations in the world, Mount Nicholas rises out of Lake Wakatipu and spans 40,400 hectares (100,000 acres). The mountains are snow-capped from June through to October.

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icebreaker.com/philosophy/sustainability

HOMEOF OURMERINO


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We source the fibre for our garments from merino, an alpine sheep living up to 6!!! " in New Zealand’s Southern Alps.The merino’s fine wool is its armour against this environment. In summer, its light, breathable coat shields it against temperatures that rise to 35ºC (95ºF). In winter, the merino grows a thick coat as insulation against temperatures as low as -20ºC (-4ºF).

Icebreaker takes responsibility for the whole manufacturing process, starting not with the fabric, but with the raw fibre.

We sign long-term contracts with our merino growers to give them security, and to enable us to set strict standards of environmental protection and animal welfare. Before purchase, all our fibre is checked to ensure it has the10 attributes that are crucial to fabric quality.

Cool in summer

Warm in wintericebreaker.com/site/philosophy/sustainability

PURESOURCE


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The fine, crimped fibres in the merino’s coat create more air pockets than traditional wool and most other fibres. Air is a poor conductor of heat, so increasing the number of air pockets traps body heat.

Merino fibre has an exceptional warmth-to-weight ratio, and uses a process called “heat of sorption” to generate heat from moisture absorbed from the air. Layers of Icebreaker merino bond together like a single lightweight garment, trapping air inbetween each layer and giving all the warmth of a heavy sweater – but with none of the bulk.

When it’s hot, the highly-breathable fibre keeps the wearer cool by releasing heat in a process called “cooling by evaporation”.

Icebreaker garments can be worn solo in warmer weather, and layered together in cooler conditions to form a complete clothing system.

icebreaker.com/site/performance/howicebreakerworks

LEARNINGFROMNATURE


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YOUR ICEBREAKER KEEPS YOU AT AN IDEAL TEMPERATURE IN ALL CLIMATES AND CONDITIONS

3 HOWIT

WORKS


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Traditional WoolTraditional wool was warm, but it was also heavy, bulky and itchy, and took forever to dry. You haven’t experienced pain until you’ve spent a day in underwear made from old skool wool. Don’t do it to yourself.

SyntheticsSynthetics, such as polyester, may be lightweight and lower cost, but they’re also clammy, smelly, highly flammable and poorly insulating. !at’s probably all you can expect from fibre made in a laborato", rather than by nature.

Icebreaker MerinoAlpine merino combines the best qualities of traditional wool and synthetics. Its fine, soft fibres are breathable, odour resistant, easy care and non-itch. Looks like nature had the answer all along.

icebreaker.com/site/performance/miraclefibre

Why you should wear Icebreaker merino

THEMIRACLEFIBRE

NATURE, Premium women’s underwear


Your Icebreaker feels silky so", is machine washable, resists odour, dries quickly, is exceptionally breathable, and regulates your temperature to keep you at an ideal temperature in all climates and conditions.

Think of Icebreaker as your second skin.

COMFORTABLEMerino is soft against the skin, and won’t prickle or itch. It’s naturally anti-microbial and resists odour, which means you can wear your Icebreaker for weeks without washing it. Merino keeps your body at its ideal temperature by absorbing and releasing moisture.

Once a year, in spring, merino sheep come down from the mountains to be shorn. Your Icebreaker can compost and return to the land... but will give you years of service before then.

Merino’s fine fibres – much finer than traditional wool – create millions of

air pockets that lock in body heat.The fibres pull moisture vapour to the surface of the fabric before it becomes sweat, leaving you cool,

comfortable and well hydrated. Your Icebreaker can absorb up to 60% of

its own weight in water, so it feels warm even when wet.

NATURAL SAFE

WARM

Merino is naturally fire retardant – unlike synthetics, which are flammable.

Merino has a ‘very good’ to ‘excellent’ protection rating against the sun

(UPF 25-50+).

icebreaker.com/performance/miraclefibre

biodegradable

annually renewable

fire resistant

warm when wet

high UV protection

highly breathable

warmest by weight

dries quickly

no odour

soft

NATURETECHNOLOGY

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“I could hardly stand the smell of my riding suit by the time I reached Ecuador, but my Icebreaker t-shirts, underwear and socks washed up by hand, held their shape, and stayed comfortable and odour-free for the whole trip. It’s the best outdoor and travel clothing I’ve ever worn.” SYLVIA OWEN Motorcycled solo through Latin America

“Riding through the rainforest, across co#ee fields and down a volcano are among my best memories of mountain biking in Costa Rica. I’m a great believer in Icebreaker for summer, and it performed brilliantly in the humid, tropical climate. !ree Icebreaker tops were all I needed for the whole trip, but the guys who only had synthetic tees kept saying, “So, are we staying somewhere with a washing machine tonight?”LOUIS-JULIEN ROY Mountain biked through Costa Rican Jungle

“!ese are great cold weather training garments. 260 is an ideal weight for training in i$ winds, and as a top layer a%er workouts. !e more time I spend on the snow, the more my 260s get hammered.”NAT ANGLEM Champion X-Country Skier

“I always train in extreme temperatures, at around -20°C (-4°F). When it’s that cold, your sweat freezes. I always felt chilly in thermals, but in Bodyfit200 I can spend hours doing training runs from the top of a glacier and be confident I’ll stay warm.”JOANNE SHAWSnowboarder

“I’ve hiked thousands of miles in Icebreaker pieces, and I’m always amazed at how they perform. During one hike, I wore the same Icebreaker top for 60 days straight and only handwashed it twice. It held up awesome, and never got stinky.”JUSTIN LICHTER AND HIS DOG YONIExtreme Kayaker

“Former Bendon chief executive-turned consultant, Stefan Preston, told the gathering that the world didn’t need more brands – what it needed was new stories that were relevant to the atmosphere and time, such as those around the environment and the recalibration of the economy…he cited the example of Icebreaker’s Baacode traceability system.”NEW ZEALAND HERALD

BEAST, Premium men’s underwear

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WE BELIEVE IT IS POSSIBLE TO BUILD A COMPANY THAT DOESN’T DELIVER AT THE EXPENSE OF THE ENVIRONMENT

4 JOIN OURSUSTAINABLE

JOURNEY


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ANIMAL WELFAREThe contracts we sign directly with our high country growers include five strict animal welfare requirements:

1. Freedom from thirst and hunger.2. Provision of appropriate comfort and shelter.3. Prevention of inju", disease or parasite infestation.4. Freedom from distress.5. !e abili& to display normal pa'erns of behaviour.

Growers agree not to mules sheep, and to meet our standards of care of sheep dogs.

We require our manufacturers to respect their workers and provide them with excellent working conditions. Our manufacturing staff are paid a premium above the average wage. We guarantee excellent working conditions, which cover lighting, air, temperature, environment, housing, meals and equal opportunities.

The merino sheep that grow wool for Icebreaker are farmed in some of the most delicate ecosystems in New Zealand. They are sparsely stocked, which minimises the impact of farming on the environment and gives grazed pasture time to regenerate.

SOCIAL ETHICS MANUFACTURING ETHICS

ENVIRONMENT

Our manufacturers are required to demonstrate strong business ethics, with an up-to-date manufacturing plant and access to the latest technology. They must incorporate sustainable business practices into their business. They must also be part of, or be working towards, a global quality assurance programme (such as ISO 9001) and a global environmental assurance programme (such as ISO 14001).


Trace your natural, sustainable Icebreaker right back to the farm in New Zealand.

tracemeSimply type the unique Baacode on the green tag inside your garment into icebreaker.com

TRACE YOUR ICEBREAKER RIGHT

BACK TO THE FARM AT ICEBREAKER.COM 213C3F390

YOUR UNIQUE BAACODE

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In #!!8, Icebreaker introduced Baacode, a pioneering system that enables consumers to trace every step of their Icebreaker’s evolution, starting from the sheep station from where the merino was grown.Icebreaker garments now have an internal label bearing a unique Baacode number. A swingtag tells customers how to enter their Baacode on Icebreaker.com and trace the merino fibre in their garment back to the sheep stations where it was grown.

Customers see the living conditions of the sheep, meet the high country farmers who run the sheep stations, and follow every step of the production process.

In the first year of launch, over 100,000 customers have met their merino through Baacode.

icebreaker.com/baacode

“If you’ve always wanted to have a relationship with a sheep, now’s your chance.”

OUTDOORSMAGIC.COM

BAACODE™:PIONEERINGTRACEABILITY


GLOBAL CONTACTSTo email your local Icebreaker office, please see our website for contact details: icebreaker.com

Andorra + 34 93 285 0299 Greenland + 44 1572 77 24 37 Portugal + 34 93 285 0299

Australia 1800 554 224 Iceland + 44 1572 77 24 37 Russia + 7 495 937 28 14

Austria + 43 676 844 018 100 Ireland + 44 1572 77 24 37 Slovak Republic + 420 549 213 879

Belgium + 31 547 35 2727 Italy + 39 04 232 939 Spain + 34 93 285 0299

Canada + 1 778 328 9666 Japan + 81 3 3649 3135 Sweden + 49 8151 446 888 0

toll free 866 385 1888 Korea + 82 2 2027 0901 Switzerland + 41 27 777 1730

Czech Republic + 420 549 213 879 Luxembourg + 31 547 35 2727 Ukraine + 7 495 937 2814

Denmark + 44 1572 77 24 37 Netherlands + 31 547 35 2727 United Kingdom + 44 1572 77 24 37

Finland + 44 1572 77 24 37 New Zealand 0800 08 0800 USA + 503 229 7380

France + 33 4 50 64 99 67 + 64 4 385 9113 toll free 866 363 7466

Germany + 49 8151 446 888 0 Norway + 49 8151 446 888 0

feedback: [email protected]

17011 Icebreaker Profile US letter DavidJones FAjh.indd 40 13/8/09 12:57:32 PM

Icebreaker Company Profile

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