Founded in New Zealand in 1995 and now part of the VF Group, the merino brand Icebreaker is opening its first pop-up store in France on September 15 in the Parisian department store Printemps. It is the brand’s first store in France, where the brand is still little known. The brand will be presented on 13 square meters for two months. The shop is to present a total of 39 models in the categories of trail running, running, hiking and skiing.
In the last ten years, merino wool has celebrated a brilliant comeback in the outdoor industry due to its natural, functional properties, after mainly synthetic fibers set the tone. Above all, Icebreaker has pushed this development forward. Last but not least, the search for more sustainable products and the move away from petroleum-based fibers are now giving merino wool a boost.