Icebreaker, the New Zealand-based merino wool outdoor brand, opened its first store in Hangzhou at Yintai in77 last week. The store features a display area showcasing the transformation of natural fibers into merino wool garments. Founded in 1995, Icebreaker focuses on using merino wool and natural fibers in its outdoor apparel, aiming to reduce the use of synthetic materials like nylon and promote sustainability in the industry.