Home / Knowledge / News / Apparel/Garments / NZ TouchLab offers New Yorkers the pure merino wool line
NZ TouchLab offers New Yorkers the pure merino wool line
23
Nov '10
Icebreaker, the New Zealand company that pioneered the merino wool adventure apparel category and whose North America headquarters is located in Portland, 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.

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.


Must ReadView All

Courtesy: American Silk Mills

Textiles | On 18th Oct 2017

Sutlej Textiles adds American Silk Mills to its portfolio

Sutlej Textiles and Industries Ltd (STIL) has announced the...

Arvind Limited executive directors Punit Lalbhai (left) and Kulin Lalbhai explaining the project to Gujarat chief minister Vijay Rupani. Courtesy: Arvind Ltd

Apparel/Garments | On 18th Oct 2017

Arvind to set up mega apparel facility in Gujarat

Arvind Limited, one of India’s largest textile to retail...

Cotton stocks accumulating everywhere outside of China

Textiles | On 18th Oct 2017

Cotton stocks accumulating everywhere outside of China

Global cotton stocks outside of China are expected to rise by nearly...

Interviews View All

Top executives
Textile & apparel bodies

The decision is transformational

Jim Desai
Blaiva Fabricaa

Fashion industry likely to remain labour-intensive in coming years

Anshul Sood
Oceedee

‘Indian footwear market is nascent and largely a trend follower’

Hardik Sanghvi

Idealin Fogging Systems has been engaged in designing and manufacturing...

Rikesh Mistry

Jupiter Comtex Pvt Ltd, established in 1973, started its textile machinery ...

C Dhandayuthapani

MAG Solvics Private Limited was established in 1991 to design and develop...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

October 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
77.3%
No
13.6%
Skip
9.1%

Total Votes: 66

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
60.6%
No
28.8%
Skip
10.6%

Total Votes: 66

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
84.8%
No
10.6%
Skip
4.5%

Total Votes: 66

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
74.2%
No
12.1%
Skip
13.6%

Total Votes: 66


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search