New Zealand-founded outdoor apparel brand Icebreaker has opened its first Southeast Asian store at Bangkok’s Central Park, in partnership with Thai Outdoor Group (TOG).
The debut marks “a significant milestone” in Icebreaker’s international growth strategy and reinforces the brand’s core philosophy, ‘Move to Natural’, which promotes the use of natural, sustainable fibres as an alternative to synthetics.
The Bangkok store showcases Icebreaker’s Merino wool offering, positioning the brand to tap into growing consumer interest in sustainable and performance-driven apparel.
To celebrate the launch, the store offered the ‘Meet Your Merino Sheep’ workshop, allowing participants to craft their own Merino sheep using the same premium fibres in Icebreaker garments.
Founded in 1995, Icebreaker is recognised as a pioneer in the use of Merino wool, valued for its breathability, temperature regulation, odour resistance and natural comfort across varying conditions.
