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Icebreaker removes all traces of plastic from its socks packaging
Mar '10
For Fall/Winter 2010, Icebreaker is replacing the traditional plastic banit pins used to hold pairs of its premium merino socks together with a folding cardboard wrap pack.

Retail staff hate trying to repackage socks after consumers have removed the banit pin to try them on, and discarded banit pins usually end up in landfills. But Icebreaker's cool new cardboard packaging not only dispenses with the need for banit pins but is easy for staff to repeatedly open and close.

With the removal of all plastic from the banit pin to the hanger, the socks packs are fully recyclable.

Icebreaker is also reducing the paper used in its socks packaging, and converting inner cartons used in shipping to recyclable bio bags. Shipping boxes have been replaced with biodegradable starch-based bags.

The new sock packaging is printed with vegetable-based ink on paper stock accredited by the Forest Stewardship Council (FSC). The packaging is printed close to the US factory when the socks are manufactured, to reduce unnecessary freight.

Redesigned sock and accessory retail fixtures have been redesigned to use 30% less material and hold twice as much stock, and are shipped flat to take up less freight space.

“All socks are not created equal,” says Jeremy Moon, Icebreaker founder and CEO. “Our socks are not only incredibly comfortable and hard-wearing, but demonstrate Icebreaker's core commitment to sustainability.”

The new packaging and fixtures have already been given a rave reception by retailers.

In another environmental initiative, consumers are able to use Baacode, Icebreaker's pioneering traceability programme, to trace the merino wool used in their socks right back to the New Zealand farms where it was grown.

Icebreaker is experiencing strong growth in its socks collection, which includes specialist socks for running and cycling and, for Fall/Winter 2010, new colours for alpine socks.

Icebreaker socks control moisture, are highly breathable, stay warm when wet, resist odour, and are soft and non-itchy. Icebreaker offers a money-back guarantee to any consumer not convinced its socks are the most comfortable they've ever worn.


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