Natural performance apparel company dives deep on regenerative wool and what its partnership with ZQRX means for its merino stations
DENVER (July 28, 2022) – icebreaker, the original merino apparel pioneers, has released the fifth installment of its annual Transparency Report, with a major focus on its switch to regeneratively grown wool. Through icebreaker’s partnership with The New Zealand Merino Company and its ZQRX program, the brand aims to incorporate regenerative practices across all the merino stations that supply its signature merino wool.
ZQRX is a wool certification standard and regenerative agriculture program that helps growers work with nature to continuously improve based on regenerative principles. The program enables merino growers to capture the complexity of their livestock, soil, climate, ecology and community. ZQRX is a holistic approach to farming, considering the land, animals and the people.
“New Zealand Merino and ZQRX are phenomenal partners in this full circle regenerative relationship between merino stations, brand and consumers,” says Noah Bryan, general manager for icebreaker North America. “Much like our successful 10-year Growers Club contracts with merino stations, we know aligning our respective expertise with ZQRX will result in positive, tangible benefits for people, planet and sheep far into the future.”
The icebreaker Growers Club is a 10-year supply chain partnership with growers which offers them the security to invest in their business, their land, their animals and their people. icebreaker has 70 members in their Growers Club, 100% of which have signed up for the ZQRX program. Of the 70, 59 of those Growers Club members have completed an initial assessment and the remaining 11 will have their assessment completed by the end of 2022. Three of icebreaker’s Growers Club members are highlighted in this report: the Omarama Station, the Earnscleugh Station and the Godley Peaks Station.
“Living on the farm, it seems so simple to us,” says Richard Subtil, third-generation farmer at Omarama Station, a member of icebreaker’s Growers Club. “We’re super lucky we have that direct connection to the land, and we see it, live it and breathe it every day. ZQRX allows us that authenticity and integrity to show that we’re doing what we say we’re doing. It develops trust.”
For 27 years, icebreaker has worked with what nature provides to create natural, high-performing outdoor clothing as an alternative to synthetic-based apparel. As previous reports have highlighted, sustainability has always been a key pillar for the brand. icebreakers’ continued focus on creating a better world for people and nature is a key driver behind this goal. The report calls out the importance of regenerative agriculture for its growers, the merino wool used in its clothing, and for the future of the planet.
For icebreaker, it’s a matter of progress over perfection. This is a journey of continuous improvement, learning from and adapting to nature along the way. Developing strong relationships with our partners, suppliers and growers, and maintaining the conversation about its mutual journey to regeneration is vital to the brand.
The 2021/2022 Transparency Report is now available to view at www.icebreaker.com/en-us/transparency. For more information on icebreaker and the Transparency Report, please contact Senior Account Manager Ethan Peck at firstname.lastname@example.org.
About icebreaker: Founded in 1995 in New Zealand, icebreaker pioneered the ethical and sustainable production of natural performance apparel. Now a part of the VF Corporation, icebreaker continues to challenge the status quo while championing natural, transparent, and responsible ways to do business. icebreaker looks to nature for the answers and for innovative ways to do more with less. Working with what nature provides and adapting as nature does, icebreaker enables consumers to join a movement towards choosing natural and preserving the planet for generations to come. Icebreaker clothing is available in more than 5,000 stores in 50 countries through wholesale, Touch Lab retail stores and e-commerce platforms. www.icebreaker.com
About rygr: rygr partners with leading active lifestyle brands to orchestrate 360-degree product and brand campaigns. We excel in the gray zone between earned, owned and paid media to generate buzz, build brand affinity and drive sales. www.rygr.us