"In 1994, marketing graduate Jeremy Moon met a merino grower who was using new technology to create a unique performance fabric. This fabric delivered the impossible: the key benefits of synthetics combined with the natural benefits of merino."
"My biggest shift in awareness came when I started seeing Icebreaker as a business model. We call our model 'Ecosystem', because it balances ecology, economy and resources. Our objective is profitable sustainability."
"Mr Moon wore one of the shirts for an entire week - to his surprise it didn't reek. He realised something. 'I remortgaged my house - I told the bank I was putting in a new kitchen - and quit my job.' "
"At a time when highly technical synthetic fabrics rule the sports-gear business, the idea that wool can compete seems strange. Says Moon: 'My Purpose was to create a new category around natural-tech products.' "
"Jeremy Moon, CEO of Icebreaker, merino wool, outdoor apparel manufacturer, believed the company could be a big hit in the United States, despite the presence of entrenched rivals. But Icebreaker clearly needed a new distribution approach."