Transparency isn't a buzzword for us, it's woven into the very fabric of our brand.
Our commitment to transparency and visibility across our brand has guided us from day one, from open, honest communication about our materials to direct sourcing, we believe you deserve to know exactly how your gear comes to life, from fibre to finished product.
Our direct relationships provide full visibility across our production journey, from sheep to shirt. This enables us to implement responsible practices at each stage, identify improvement opportunities, and focus on accountability throughout our natural fibre ecosystem.
We actively seek out natural alternatives to synthetic materials, with the aim of reducing the need for petrochemical plastics in our performance gear. Our rigorous testing confirms that these natural solutions deliver measurable technical benefits while helping to eliminate unnecessary plastics from the products you rely on.
We prioritise and support regenerative farming principles and renewable resources across the merino stations we supply our wool from to help lighten our environmental footprint. Regenerative agriculture is a term that encompasses a variety of environmentally and socially conscious practices which aim to help promote biodiversity, enhance water cycles, improve soil health and sequester carbon.
Move to natural™ is more than our vision, it's our commitment to embrace a more natural way of living. We invite you to join this movement and choose natural fibres over synthetics.
Our journey to 100% plastic-free * fibre usage
Since embarking on our plastic-free journey in 2018, with 84% plastic-free fibre composition, we've made remarkable progress.
Today, 97.56% of fabrics in our 2024 collection are plastic-free—an achievement we're proud of, but it's a milestone rather than the destination.
Our commitment to creating performance apparel without unnecessary plastic remains stronger than ever.
*not including trims or decoration
2000
1995
2000
2005
2010
84%
2018
87%
2019
91%
2020
93%
2021
95%
2022
96%
2023
97.5%
2024
2025
2009
Better materials
Merino wool forms the foundation of our products. This remarkable natural fibre delivers warmth, breathability and performance without petrochemicals.
We’re careful about the fibres we choose, seeking natural alternatives that tread more lightly on nature without compromising on the performance you depend on.
Where solutions aren’t fully available yet, or come with trade-offs in quality or performance, we aim to transparently share both our progress and challenges as we pioneer natural innovations.
Ultra-fine fibres from Merino sheep create a soft next-to-skin feel that's naturally temperature-regulating, moisture-managing and odour resistant. Unlike regular wool, merino doesn't feel scratchy while still providing warmth, making it comfortable for both outdoor activities and everyday wear.
TENCEL™ Lyocell (sourced from Lenzing) is made from a natural raw material, wood. The wood pulp is turned into cellulosic fibres using a closed-loop production process.
TENCEL™ Lyocell is incredibly soft on the skin with good moisture management properties, which is why we blend it with merino wool for our Cool-Lite™ and Featherlight™ products.
Cotton is a versatile, renewable plant fibre celebrated for its softness and breathability. In some of our products, we thoughtfully blend cotton with merino wool to create fabrics that combine the best attributes of both, comfort, moisture management and durability for everyday adventures.
We prioritise organically grown cotton to align with our commitment to responsible sourcing throughout our supply chain.
Linen is a natural fibre derived from flax plants. Our high-quality linen is grown in its natural habitat, Belgium. We blend our merino wool with linen to complement wool’s natural absorption of moisture before feeling wet.
We still use a small amount of petrochemical synthetic fibres (Nylon, Polyester, Elastane) to serve specific performance requirements, such as adding stretch.
We’re constantly working to minimise them, replace them with natural solutions, or redevelop them as bio-based alternatives.
We still use a small amount of petrochemical synthetic fibres (Nylon, Polyester, Elastane) to serve specific performance requirements, such as adding stretch.
We’re constantly working to minimise them, replace them with natural solutions, or redevelop them as bio-based alternatives.
We still use a small amount of petrochemical synthetic fibres (Nylon, Polyester, Elastane) to serve specific performance requirements, such as adding stretch.
We’re constantly working to minimise them, replace them with natural solutions, or redevelop them as bio-based alternatives.
Plant-based synthetics are made from either wholly or partly renewable resources, in place of petrochemical inputs.They're technically plastics, because they are a man-made material, but they are derived from natural renewable materials rather than non-renewable petrochemical based plastics. We're currently using bio-based synthetic fibres in some products across our range. We see this as an interim solution to minimise our dependency on fossil fuel-based synthetic material, with no product performance compromise.
80.75%
15.88%
0.85%
0.08%
2.44%
1.40%
0.50%
0.39%
Merino Wool
80.75%
TENCEL™ Lyocell
15.88%
Cotton
0.85%
Linen
0.08%
Petrochemical
2.44%
Nylon
1.40%
Elastane
0.50%
Plant-based elastane
0.39%
*2024 icebreaker fibre breakdown usage
Better wool, better products.
Our signature merino wool comes from select farmers who meet our rigorous standards for both fibre quality and environmental stewardship. While we remain deeply connected to our roots in New Zealand's heritage merino stations, growing demand has led us to carefully expand our sourcing to include select growers in South Africa and Australia.
We’ve partnered with The New Zealand Merino Company (NZM) and their ZQ certification programme which aims to ensure every farm—regardless of location—maintains the same standards for animal welfare, land management and fibre quality that define our products.
The ZQ Merino standard represents the world’s leading ethical wool. Growers meet strict standards of animal welfare, environmental sustainability, fibre quality, traceability and social responsibility. What it takes to be ZQ-Certified:
*Based on 2024 merino wool volumes
01
02
03
04
05
01
Animal Welfare
In 2008, we became among the first outdoor brands to ban sheep mulesing— a shocking practice that involves the removal of skin to prevent parasites. This early commitment to animal welfare and ethical sourcing has since been adopted industry wide.
ZQRX is a wool sourcing programme for ethical wool grown using regenerative farming principles. ZQRX growers work to improve farming practices, supporting the health of soil, biodiversity, carbon sequestration to minimise impacts on the environment and preserve the land for the future.
As of 2024, 67 dedicated New Zealand stations are part of the Growers Club.
Pioneering the Growers Club
In 1997, we revolutionised industry standards by establishing the world's first long-term contracts with select merino growers.
Things evolved in 2018 when we partnered with The New Zealand Merino Company to create the 'Growers Club', unprecedented 10-year rolling contracts that provide security for farmers while ensuring consistent, merino wool fibres for our collections.
DISCOVER OUR GROWERS
67 Growers
Back
AWAPIRI
7,500 ha.
4,500
BENMORE STN HEART HEART
5,600 ha.
20,800
BLUE MOUNTAIN
9,500 ha.
14,500
BLUFF
13,800 ha.
11,125
BOG-ROY
2,720 ha.
10,500
CAIRNMUIR
6,000 ha.
5,010
CASTLE RIDGE
5,900 ha.
17,500
CORA LYNN
1,600 ha.
2,716
EREWHON
13,475 ha.
4,500
GLEN LYON
36,000 ha.
8,290
GLEN ORKNEY
1,926 ha.
4,800
GLENALLEN
974 ha.
3,800
GLENTANNER
2,764 ha.
5,500
GODLEY PEAKS
14,000 ha.
6,000
IDA VALLEY
12,428 ha.
39,000
LAKE HERON
19,620 ha.
11,000
LAKE OHAU
8,322 ha.
6,510
LINDIS PEAKS
3,371 ha.
13,542
MAHERUA
1,100 ha.
4,650
MATAKANUI
9,138 ha.
17,000
MIDDLEHURST
16,650 ha.
12,000
MT NICHOLAS
36,400 ha.
29,000
NOKOMAI
34,000 ha.
33,000
NORTHBURN
13,380 ha.
10,000
OMARAMA STATION
12,000 ha.
18,500
OTEKAIEKE
5,800 ha.
6,750
OTEMATATA
40,000 ha.
29,310
QUAILBURN DOWNS
2,466 ha.
5,600
WAITANGI
21,000 ha.
14,300
WALTER PEAK
26,000 ha.
12,000
ARDGOUR
3,150 ha.
6,900
BLACKSTONE HILL
4,220 ha.
16,500
BONJEDWARD
1,330 ha.
6,000
BRAEVAAR
280 ha.
1,400
CARRICK
9,800 ha.
1,200
CATHERINE FIELD
485 ha.
2,000
CECIL PEAK
15,000 ha.
5,000
CLAREVALE
243 ha.
1,700
CLUDEN
12,000 ha.
10,000
CORLEGGY
3,300 ha.
5,700
CRAGSIDE
1,522 ha.
6,800
CRAIGROY
7,600 ha.
6,200
DIP CREEK
3,500 ha.
5,000
DOLPHINS
3,100 ha.
4,000
EARNSCLEUGH
21,000 ha.
26,000
GLENFOYLE
5,500 ha.
6,000
GOULBURN
9,126 ha.
20,000
GRAMPIANS
18,265 ha.
15,000
GUIDE HILL
3,500 ha.
6,500
HARTFIELD
3,500 ha.
9,700
LAKE COLERIDGE STATION
8,026 ha.
10,000
LAKE TAYLOR
7,948 ha.
6,852
MANGAITI
900 ha.
4,900
MONAGHAN
1,600 ha.
4,500
MT MASON
3,000 ha.
10,500
MT ROSS
1,706 ha.
2,500
MT WHITNOW
4,500 ha.
4,500
MULLER
38,500 ha.
13,000
MUZZLE
16,000 ha.
7,000
PATEAROA STATION
7,800 ha.
9,120
REDCLIFFS STATION
1,985 ha.
7,000
RICHMOND BROOK
4,400 ha.
2,500
ROSENEATH
3,441 ha.
6,634
ROUGH RIDGE
900 ha.
3,500
STONEHENGE
10,000 ha.
15,000
THE GUMS
920 ha.
4,755
UPCOT
13,500 ha.
5,600
Relationships that matter.
We know every partner in our supply chain by name, because to us, they're not just suppliers, they're partners in our Move to natural mission.
As of 2024, we directly source 100% of our fabrics, 93% of our fibres and 93% of our trims. The remaining materials are sourced by our trusted fabric and garment partners, all adhering to our rigorous standards.
Relationships that last speak volumes.
That's why we're proud that nearly two-thirds (62%) of our production still comes from the first international partner we began working with over 20 years ago. In an industry known for constant supplier hopping, we choose to grow together.
Logistics and transport
In 2024, 80% of our shipments travelled by sea, with less than 5% requiring air freight. This is a result of thoughtful planning and our commitment to reducing costs and our impact on nature.
Air shipping remains our last resort, reserved only for exceptional circumstances beyond our control. Through careful forecasting and logistics management, we maintain sea and truck transport as our standard methods.
100%
of our fabrics
93%
of our fibres
93%
of our trims
62%
volume is still made by the first supplier
80%
of our product were shipped by sea
We know every partner in our supply chain by name, because to us, they're not just suppliers, they're partners in our Move to natural mission.
As of 2024, we directly source 100% of our fabrics, 93% of our fibres and 93% of our trims. The remaining materials are sourced by our trusted fabric and garment partners, all adhering to our rigorous standards.
100%
of our fabrics
93%
of our fibres
93%
of our trims
Relationships that last speak volumes.
That's why we're proud that nearly two-thirds (62%) of our production still comes from the first international partner we began working with over 20 years ago. In an industry known for constant supplier hopping, we choose to grow together.
62%
volume is still made by the first supplier
Logistics and transport
In 2024, 80% of our shipments travelled by sea, with less than 5% requiring air freight. This is a result of thoughtful planning and our commitment to reducing costs and our impact on nature.
Air shipping remains our last resort, reserved only for exceptional circumstances beyond our control. Through careful forecasting and logistics management, we maintain sea and truck transport as our standard methods.
80%
of our product were shipped by sea
From sheep to shirt
Our journey from raw fibre to finished product reflects our commitment to quality and transparency at every step.
01. Wool fibre source
02. Top processing
03. Yarn spinning
04. Fabric mills
05. Garment production
06. Distribution
07. Shop or ship
Wool fibre source
Premium merino wool from trusted growers who share our commitment to ethical land stewardship and animal welfare.
Top processing
Raw wool is cleaned, carded, gilled and combed—preparing it for the next stage.
Yarn spinning
Fibres are expertly drawn and twisted into fine, performance-ready yarns.
Fabric mills
Yarns become fabric through knitting, weaving, bonding or felting, with dyeing at either yarn or fabric stage.
Garment production
Fabrics are precisely cut and sewn, or directly knitted into finished garments and accessories.
Distribution
Finished garments are transported to distribution centers in our key regions.
Shop or ship
Our gear finds its home with you, through our retail stores or direct to your doorstep.
Packaging
We're committed to sourcing packaging sustainably and working towards using more recycled packaging wherever we can.
Packaging production 2024
618,071
Boxes
Packaging production 2024
1,536,059
Box stickers
Packaging production 2024
403,107
Swing tags
Packaging production 2024
622,009
Accessories hangboard
Packaging production 2024
1,097,332
Socks hangboard
Packaging production 2024
1,968,111
Socks stickers
Packaging production 2024
1,514,328
Recycled poly-bags
01
100% of our paper and cardboard packaging is Forestry Stewardship Council (FSC) certified.
FSC sustainable forests ensure that the productivity of natural systems is maintained and best practices are used to minimise unwanted impacts to soil, air and water.
All stickers used in the boxes are 100% paper.
02
Our swing tags are currently made with non-corrugated cardboard (PAP21), while the cords are 100% cotton.
03
Our hangboards, for both accessories and socks, are made with 100% FSC certified paper packaging.
04
All our polybags are 100% recycled LDPE (low density polyethylene).
Latest highlights
Real since '95.
On Earth Day 2024, we launched an impact vote initiative, in collaboration with the fantastic folk at The New Zealand Merino Company.
We teamed up with Protect Our Winters to help preserve our wild places and to raise awareness of the critical issue of melting glaciers and the impact downstream.
In 2024, we introduced two new lightweight mid layers, the 200 RealFleece™ Descender and 400 RealFleece™ Descender. The best part? They’re made entirely without plastic fibres.
