A WALK ON THE WILD SIDE

ICEBREAKER’S MISSION IS CLEAR: MAKE GARMENTS THAT PROTECT WEARERS FROM THE ENVIRONMENT – AND PROTECT THE ENVIRONMENT WITH RESPONSIBLY MADE PRODUCTS. ITS CEO, GREG SMITH, IS UP FOR THE ADVENTURE.

- STEPHEN CROWE

At first glance, trying to sell a garment for 10 times the price of some competitors’ products sounds like a recipe for failure. Yet it need not be, if that garment’s complete story is compelling enough. New Zealand company Icebreaker has an enviable reputation for garments that protect adventurers in rugged outdoor conditions, but a major factor in the company’s success since its establishment in 1995 is its commitment – even evangelism – to environmental protection. After all, it’s in wild environments that most of its garments are worn.

That environmental focus is the fulcrum on which Icebreaker swivels, according to CEO Greg Smith. Central to its remit as an environmentally rigorous manufacturer is a commitment to natural products made responsibly, with an audit trail to prove it. The strategy has proved to be effective commercially, but has also served well as a brand beacon, attracting both like-minded employees and customers.

Greg started his career on the floor of Michael Hill Jewellers, and over 21 years, worked his way up to become general manager of the company. At the age of 40, he made the move to Icebreaker as General Manager “for a couple of reasons, but Icebreaker’s focus on the environment and on the future was really critical to my making a move”.

Icebreaker garments do have a compelling story to tell, and it begins on the sheep’s back – literally.