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Pivot to purpose: How Icebreaker plans to become a world leading brand

Icebreaker, which just delivered another record year for both sales and profits, has a vision to be the world leader in natural performance apparel. When I dug deeper to uncover what lies behind the words, world leader, I learned that they are based on a desire to create scale and to influence and educate brands and consumers from around the world, so that Icebreaker doesn’t become (in the words of general manager Scott McNab) just another niche brand with a great story. This is the first arti