NZ TouchLab offers New Yorkers the pure merino wool line
23 Nov '10
4 min read
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.