Icebreaker's "Plant It" a Finalist for ISPO Eco Responsibility Award

Icebreaker, the New Zealand-based manufacturer of pure merino nature clothing, has been recognized as Performance Award finalist in the Eco Responsibility category at the recent ISPO Sport & Style tradeshow. Icebreaker’s Spring 08 “Plant It” top, like all Icebreaker merino, is made of 100% pure merino, a sustainable, biodegradable, and annually renewable fiber. The women’s hoodster and cross cami Plant It styles also feature modern, graphical renderings of growing plants, the stems of which bear small and subtle font reading “When I Am Done With This Shirt I Am Going to Plant It”, referring to the fiber and the garment’s natural origins and biodegradable qualities. The awards were announced at the ISPO Sport & Style show, held July 8th-10th in Munich, Germany.

New in 2007, the ISPO Performance Awards recognize products and manufacturers that demonstrate outstanding products in the Hardware, Clothing, Footwear, Specials, and Eco Responsibility categories. A total of 89 companies and products contended for recognition. The criteria for the Eco Award is based upon a company’s environmental consciousness, including corporate communication and policy on environmental issues, and the steps in supply chain and production. Specifically, Eco Award contenders are evaluated for origin of materials, environmental impact of materials, the product development process and environmentally friendly production methods (including environmental audits and pertinent ISO guidelines), production route from final stage to distribution outlets, the life span of the product, corporate policy on production wastes and returned products, and other noteworthy environmental corporate campaigns.

“It’s great to be recognized with this award, as Icebreaker has been using 100% pure merino and sustainable practices at every step of the supply chain since we started in 1994,” said Jeremy Moon, Icebreaker’s Founder and CEO. “With Plant It, we’ve incorporated our long- standing brand philosophy and commitment to nature into garment design, further allowing the wearer to connect with nature and where their clothing comes from. We think it’s very cool, and we’re honored that ISPO’s Eco Award panel thinks so too, as this award legitimizes our leadership in sustainability.”

The Plant It T and Tank are part of Icebreaker’s Superfine Nature Print series, a collection of lightweight merino tops featuring nature inspired imagery. Icebreaker’s SS08 Superfine range will expand into two collections, Active and Journeys, offering styles specific to outdoor sport, adventure travel, and year-round versatility.

About Icebreaker
Icebreaker was the first company in the world to develop a merino wool layering system for the outdoors, and launched the category in 1994. Icebreaker was also the first outdoor apparel company in the world to source merino direct from growers, pioneering the process in 1997. There are now ten distinct pure merino fabrics in the Icebreaker system covering underwear, mid layer, and outerwear. Icebreaker is currently distributed to nearly 2000 stores in 24 countries throughout Europe, Asia, Australasia, and North America. Based in Wellington, New Zealand Icebreaker uses only pure merino hand-picked from 120 high stations scattered among the country’s Southern Alps to create exotic outdoor clothing that combines nature’s work with human technology and design. To locate an Icebreaker dealer and to view ranges and styles, log on to: http//:www.icebreaker.com. For further information contact Alycia Cavadi 617/262.5559 or alycia@momentummediapr.com