Icebreaker, That Upscale Merino Wool Designer Where Orlando Bloom Buys His Underwear, Opens in San Francisco

[UPDATE – Here’s the official spiel:

“Icebreaker makes Outdoor, Running, Cycling, Travel, Kids, Underwear and Lifestyle apparel from handpicked merino wool born in the Southern Alps of New Zealand. It’s non-itch, easy to wash, lightweight, versatile, easily packable and no-stink (because merino is naturally anti-mircrobrial, you can wear it for days ow weeks without a wash).

Sustainability has been part of Icebreaker’s ethos since the start. It has strict animal welfare and farm standards, and has a traceability program (called “Baacode”) that enables people to use a unique code sewn inside their garment to trace the fiber back to the sheep stations that grew it all the way through its supply chain.”

And OMG, it’s “Ramotaur” and “Nature Girl” on the streets of SF:

Click to expand

And one last thing:

Ramotar will be appearing next weekend Friday, Saturday, Sunday, 12/2-12/4, 12pm-3pm, fliers in key SF locales, Union Square, Embarcadero, Ferry Building, etc. Also Friday and Saturday, 12/9-12/10, 12pm-3pm in the same locales.

O.K. then.]

So Icebreaker is that fashionable merino wool store from New Zealand where actor Orlando Bloom goes shopping for woolens

sometimes along with his gf, model Miranda Kerr:

Well guess what, this was the week that Icebreaker opened its first “TouchLab” store in Northern California. It’s down at 170 Post in Union Square.


OMG, is that a wool chandelier?

All right, find out about the landlord, Grosvenor Americas, after the jump.

See you there!


180 Post Street Adds International Retailer

San Francisco, C — Grosvenor Americas’ mixed-use building at 180 Post Street just off San Francisco’s Union Square will soon be home to Icebreaker, which will sell its exclusive line of merino wool adventure apparel, all made in New Zealand. Grosvenor Americas has leased a 1,500 square foot space to Icebreaker, which plans to open on November 21, 2011, just in time for the holidays. By March of 2012, Icebreaker will complete the store’s conversion to a “TouchLab” that enables customers to touch raw merino fibers.

Other retail tenants at the 29,000 square foot mixed-use building include Coach, The North Face, and Café Coton. Vikki Johnson of Colliers International represented Grosvenor Americas in the lease transaction; Victor Fandel of Fandel Retail Group represented Icebreaker.

“Icebreaker is a strong international retailer that will be bringing its fifth North American store to Union Square,” said Tom Ohlson, Senior Vice President, Grosvenor Americas. “The company’s unique outdoor apparel should be well-received by Bay Area residents who enjoy an active lifestyle. Icebreaker will be a good fit with other outdoor apparel offerings along the 100 block of Post Street.”

“Icebreaker is perfect for the Bay Area climate,” said Jeremy Moon, Icebreaker’s founder and CEO. “Merino wool performs beautifully anywhere, be it on the slopes of Tahoe, during a bike ride through the wine country, or on a summer evening in the city.”

Launched in New Zealand in 1994, Icebreaker was the first company in the world to develop a merino fiber layering system for outdoor wear, and to source merino directly from growers. Icebreaker apparel is now sold in more than 3,000 stores in 43 countries. The company is committed to sustainability, ethical manufacturing, and animal welfare. Icebreaker opened its flagship TouchLab store in New York City in December 2010 and also has TouchLab stores in Portland, Oregon (home of its US headquarters) , Vancouver, and Montréal.

Grosvenor is a privately owned property group with offices in 17 of the world’s most dynamic cities. It has four regional investment and development businesses in Britain & Ireland, the Americas, Australia and Asia Pacific; an international fund management business, which operates across these markets and in continental Europe; and a portfolio of indirect investments. As of December 31, 2010, these six businesses had total assets under management of US$17.1bn. Unusual for a private company, Grosvenor publishes a full Annual Report & Accounts, available at”

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One Response to “Icebreaker, That Upscale Merino Wool Designer Where Orlando Bloom Buys His Underwear, Opens in San Francisco”

  1. Thanks for including us! So happy to be in San Francisco. Wait ’til you see Ramo. Photos soon!!

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