• Carla Murphy - Icebreaker chief brand and product officer
    Carla Murphy - Icebreaker chief brand and product officer
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Icebreaker has flagged the use of synethic fibres as a global issue, as it sets a five-year target to reduce its own environmental impact.

Icebreaker chief brand and product officer Carla Murphy said there are three key objectives in its war on waste.

These include people, provenance and product.

"The planet and our natural environment cannot withstand the continued impact being caused through over consumption, pollution and waste produced by the apparel industry and we’re passionate about changing the conversation and raising awareness of choosing with natural fibres over synthetics," she said.

"We can’t address every climate change topic, but as champions of nature, we can certainly change the conversation around the benefits of choosing nature over synthetics.

"Our focus is to elevate the conversation and provide opportunities for individuals that are curious about natural alternatives to join the movement to natural."

In product, the brand will focus on replacing and reconstituting the synthetics in its range by 2023.

This includes creating more visibility on how to get involved with change.

In people and provenance, Icebreaker will continue to work with environmental partners, as well as support its growers towards radical transparency.

As part of its focus on sustainable materials and practices in fashion, Icebreaker supported long-distance swimmer Ben Lecomte on a 300-nautical mile swim across the Plastic Vortex in the ocean, to raise awareness about microplastics released from synthetic fibres.

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