A die-hard icebreaker fan will spend Tuesday night (5 April) suspended on a portaledge camping overnight at a terrifying 100 metres above the bustle of Pitt Street Mall in Sydney’s CBD – to be named the brand’s wildest fan and $2,000 worth of Icebreaker apparel. The challenge was set on social media to mark the launch of the premium Merino wool brand’s first-ever Sydney store at Westfield Sydney.
A port-a-ledge is a hanging tent system used by the most intrepid adventurers, that hangs from a single point on a cliff face, designed to provide climbers spending multiple days and nights on rock faces with a way to rest. One wild fan will be using a smartphone to document their urban outdoor experience and will share content via social platforms that will not be for the faint-hearted.
Icebreaker is a New Zealand-based international brand offering a wide selection of high-quality merino garments for the outdoors, performance sport and city, crafted from New Zealand’s unique Merino wool. To many of its fans, the brand is synonymous with living wild.
cebreaker General Manager, Greg Smith said that the brand had identified a big opportunity within the Australian market, saying “While we’ve never engaged in any marketing in Australia, we have some really strong brand advocacy amongst Australians, which has been largely down to word of mouth.
By opening our first Sydney store, we believe we can reach a much wider Australian market, especially with the launch of new product lines which are built on the quality of our Merino wool, for use in everyday life.”
Merino sheep inhabit New Zealand’s freezing Southern Alps and their fleece is subsequently built to protect against scorching summers and chilling winters. The Icebreaker brand has pioneered the use of Merino wool to engineer a sustainable product fusing nature and technology to create clothes which are breathable in summer, insulating in winter, yet exceptionally soft and lightweight.
cebreaker’s Merino wool combines the best qualities of traditional wool, synthetics and cotton, for a soft, non-itch garment, unique to other wool products. New Zealand produces the strongest, longest, purest white merino fibre on the planet, meaning it’s more durable, stays softer for longer and is less likely to pill. Because it’s made in the mountains rather than at a lab, Merino wool is also recyclable, renewable and biodegradable.
The New Icebreaker Sydney Flagship store is located in Westfield Sydney City. It is the second Icebreaker store to open in Australia, complementing the brand’s Melbourne store.