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Icebreaker aims for transparency in supply chain
Apr '18
Courtesy: Icebreaker
Courtesy: Icebreaker
Icebreaker, the iconic natural performance outdoor clothing brand, aims for radical transparency and traceability in the supply chains of the outdoor industry, says its inaugural Transparency Report. It has further highlighted the symbiotic relationship guiding every design, development and the entire supply chain decision made by the brand.

The report titled 'Made Different, the Transparency' has focused on people, nature and what it means to be a true sustainable business. Today, over 85 per cent of Icebreaker’s raw material consumption is still based on natural fibres, said the report.

"Our thinking was simple. What if our customers could see everything we do? This report sets this benchmark, challenging the industry and inspiring other outdoor brands towards natural solutions," Icebreaker’s CEO - Greg Smith, said.

"Sustainability isn’t just a feature of Icebreaker’s products; it’s the values and design of our business. I founded Icebreaker to offer a natural choice to adventurers and disrupt the outdoor industry towards sustainable solutions. It’s why we exist. We are constantly struck by the irony of the outdoor industry to promote petroleum-based synthetic fibres, such as polyester. Plastic against your skin, really? We believe there is a better way and nature has the answers," said Jeremy Moon, founder.

"Whilst we’re not perfect, we are proud of what we have achieved. In this report, we share with you our origins to where we are today. We identify where we can improve, and our aspirations for the future," Smith said.

Icebreaker has recently signed historic ten-year forward contracts with farmers -securing long term New Zealand merino supply for Icebreaker, economic certainty for farmers, and ethical wool to the highest animal welfare standards for consumers, according to the report. Further, the supply chain matrix featured in the new report has disclosed every partner at every tier of the supply chain and the relationships through each tier.

"We are extremely proud of our natural fiber heritage and relationships throughout our supply chain. We also know that transparency provides a catalyst for change and improvement," explained Carla Murphy, chief brand and product officer.

The release of Icebreaker’s Transparency Report has marked the next chapter in Icebreaker’s story and highlights key areas for action as the business continues its mission. These include continuing to seek out natural alternatives to synthetic fibres, refreshing its global packaging, and the launch of the Icebreaker Growers Club.

"Transparency opens us up to the deepest possible feedback on the decisions we make. We need it. This is what will allow Icebreaker, the industry we work in, and our entire economic system to evolve and improve. Together with our people, suppliers, and customers, we want to make a positive difference, to be the natural performance champions and the champions of solutions born straight out of nature," concluded Smith. (RR)

Fibre2Fashion News Desk – India

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