Icebreaker has released its fourth-annual Transparency Report, revealing that 91% of its total fibre composition is now Merino or plant-based materials.
With a focus on its progress towards being plastic-free, the report revealed that 65% more styles (vs 2020) were made with 100% merino or plant-based fibres.
In 2021 alone, Icebreaker forecasts to sell over 1.3 million units of 100% merino or plant-based apparel.
The reduction of plastic in Icebreaker's materials will work to reduce the amount of micro-plastics released into the environment upon washing.
According to a report by the International Union for Conservation of Nature, plastic particles washed off from products such as synthetic clothes and textiles contribute to 35% of primary microplastics polluting the oceans.
"Like many consumers around the world, we found ourselves facing the creep of plastic into our lives and our product line," Icebreaker brand president Jan Van Mossevelde said.
"So, in 2019 we made a bold commitment.
"By 2023, our aim is for all our clothing to be made from merino wool or plant-based fibres.
"For the very small amount of petrochemical synthetics that cannot be removed, we’re working on alternatives, including using bio-based fibres for now," he said.
Icebreaker's focus on becoming plastic-free has heightened following the pandemic, the brand added in a statement.
"The pandemic not only disrupted everyday life as we know it, but has skyrocketed the use of single-use plastic consumption as more consumers shopped online, purchased disposable protective gear, and opted for bagged or wrapped produce and other grocery items," Icebreaker said.
Working to address the remaining 9% of synthetic materials in its fibre mix - which show up as elastane in underwear, nylon in socks and polyester in jackets - Icebreaker is collaborating with lead yarn producers and bio-feedstock suppliers to find natural solutions to replace the synthetic materials.
All of the brand's labels are also being replaced to be made from 100% natural fibres by August 2022.
Icebreaker's full Transparency Report is available on its website.