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Track down origin of your wool at Icebreaker Baacode
10
Oct '08
According to an old saying, it is vital for a foodie to know where his table comes from. Now an outdoor clothing producer has opened its business wide so that consumers can trace their clothes back to their origin.

Unlike the outdoor wear that is made from oil-based synthetics, Icebreaker, a small outdoor-apparel business based in New Zealand, uses merino wool, a lightweight, strong and silky-soft natural fabric, for all of its clothes.

UK Marketing Manager, Julie Russell, explained to Fibre2fashion, "The name 'Baacode' comes from the "baa" bleating sound sheep make. Icebreaker garments will be tagged with a unique Baacode that matches it with the batch of wool from which it was produced. The customers are to enter their Baacode on our website where they can trace the fibre back to the Southern Alps of New Zealand, leading to the sheep stations from where it originated."

Though wool cannot be tracked to a single sheep because of the blend wool, this is still a unique innovation for the Company. It will provide customers with the complete understanding of the product they buy. It will also prove the Icebreaker's authenticity and strengthen the trust of its clients.

Ms Russell stressed, "Customers can then see the farmers and the living conditions of the sheep, then follow the fibre to the factories that knit, dye, finish, cut, manufacture and ship the garments. They can also pose questions and find out more about Icebreaker's supply chain."

Company said that currently some of their sheep stations are still a bit shy and are not participating in this process. However, eventually everyone will be persuaded.

Experts say that with awareness among consumers growing, this process will definitely become popular. It will promote transparency in trade, inturn leading to fair practices among manufacturers.

Fibre2fashion News Desk - India


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