Don’t need to tell Icebreaker what a great city Portland is. Word on the wires is that Icebreaker, a luxe outdoor clothing company headquartered in New Zealand is moving its US headquarters from Ketchum, Idaho, to Portland. Why? Available talent and lifestyle. (This is going to continue be a theme in coming years, prepare to hear it often.)
What’s interesting about Icebreaker is that in an era in which so many outdoor and action sports apparel companies are focusing on the development of tech fabrics, Icebreaker’s “miracle fiber” is merino wool from New Zealand sheep (with cute curly horns). Icebreaker’s ethically and environmentally sound manufacturing policies sound right in line with the Portland sustainable ethos. (Check out their philosophy, it sounds so Portland.) Should be a perfect fit.
The larger issue? Momentum and critical mass. Portland a magnet for outdoor and performance apparel companies and designers (and will continue to be so if the city plays its cards right). And these companies with US headquarters here or near (yes, we will for once talk about the suburbs) including adidas, Columbia, Nike, (as well as their agencies like Weiden + Kennedy) serve as inadvertent incubators for hundreds of independent design and fashion projects by their talented designers giving us critical creative mass in non-corporate ways as well. All to the good for Portland.
WHAT TO DO NOW?