[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.“
… 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!