Icebreaker has cited regenerative farming as a key priority in its fifth annual transparency report.
Regenerative agriculture encompasses several environmentally and socially conscious principles which aim to promote biodiversity, enhance water cycles, improve soil health and reduce carbon emissions.
To drive this move, Icebreaker has partnered with The New Zealand Merino Company and joined its ZQRX programme.
The regenerative agriculture programme helps growers work with nature to continuously improve on regenerative principles.
100% of Icebreaker's current contracted growers have signed up to the ZQRX programme.
According to Icebreaker's transparency report, it is also getting closer to its plastic-free goals.
“In 2022 we will use 95% merino and plant-based fibres across our range,” the transparency report stated. “And we won’t stop there as we continue to move to natural.
“We’re keen to use fibres solely sourced from nature. We’re even going as far as removing products that we are yet to find a natural alternative for.
“When we need to keep synthetics (for performance purposes), we’re searching for bio-based alternatives.”
According to Icebreaker, this is a matter of progress rather than perfection. In 1995, founder Jeremy Moon launched a new category of natural performance clothing that is less reliant on petrochemical fibres.
Since then, the brand has focused on sustainable and ethical practices.