Renowned New Zealand brand Icebreaker marks 30 years in 2025 celebrating three decades of innovation and responsible practices in natural performance merino clothing.

The WoolPress in Arrowtown was one of the first stores in the world to stock Icebreaker when it was first launched in 1995 and today the iconic New Zealand brand is still one of the store’s top sellers.

“Icebreaker was so innovative and ahead of its time when it developed its unique outdoor clothing in the mid-90s using high quality merino wool sourced from New Zealand’s South Island farms which encompassed natural and sustainable practices,” says The WoolPress marketing manager Sophie Gibbs.

“People everywhere were enamoured with the style and we had customers from all over the world visit our store especially to buy Icebreaker clothing. The solid following continues today with an excellent selection of new season ranges instore including t-shirts, socks, underwear, thermal layers and jackets that are always in demand.”

Family owned and operated for over 30 years The WoolPress has always been an Arrowtown go to shopping destination for locals and holidaymakers with natural merino wool clothing on display.

“We have local families come into the store each year to kit out the entire household in Icebreaker ready for winter. Our traditional Easter weekend sale held in the Arrowtown Athenaeum Hall is a huge drawcard for Icebreaker and other clothing deals,” says Sophie.

Move to Natural  is Icebreaker’s most recent campaign with all pieces made from naturally and ethically sourced fibres with premium quality merino wool at the core.

 “The company continues to lead towards a more natural way of living by taking unnecessary plastic out of performance apparel,” says Sophie. “ It’s the original sustainability story that continues to evolve.”

“We are proud to be a showcase for Icebreaker clothing at The Woolpress in Arrowtown and all our staff are avid fans and able to help customers discover the special attributes of this incredible range of merino clothing.”