VAIL, Colorado - Icebreaker, the New Zealand company that pioneered the merino wool adventure apparel category, will open a new TouchLab store in Vail today.
Icebreaker will open this new 1,000-square-foot TouchLab at Solaris in Vail Village. The store is a partnership between Icebreaker and Specialty Sport Ventures, the retail arm of Vail Resorts.
"Home to world-class skiing and other fantastic outdoor adventures, Vail is the ideal environment for our versatile natural merino apparel. We offer the perfect technical base layers and midlayers for skiing as well as cozy sweaters and Realfleece jackets to wear around town apres ski," said Jeremy Moon, founder and CEO of Icebreaker. "We're excited to bring our brand to new heights - literally and figuratively - through our partnership with Vail Resorts."
The Vail TouchLab store will feature Icebreaker's complete line of pure, natural merino wool apparel, including its exceptional ski base layers and apres ski wear. The brand's outdoor, running, travel, kids and underwear collections, plus socks and accessories, will also be available.
All are made from handpicked merino wool born in the Southern Alps of New Zealand. The store will allow shoppers to touch Icebreaker merino, known for being so soft that people often don't even realize it's wool. The store's Tactile Gallery will have garments that explain the functional benefits of Icebreaker merino - it is soft, non-itch, odour-resistant and highly breathable.
Merino also regulates temperatures, which means it warms in the cold and cools in the heat. Icebreaker has eight other North American TouchLabs: Portland, Oregon (home of its U.S. headquarters); New York City (SoHo and the Meatpacking District), California (San Francisco and San Jose), Montreal and Vancouver, British Columbia (Kitsilano and North Shore).
A ninth store, located in Washington, D.C., will open its doors in March.
The Vail TouchLab will be open from 8 a.m. to 8 p.m., seven days a week. Vail Icebreaker TouchLab is located at 141 East Meadow Drive in Vail.
Icebreaker is based in Wellington, New Zealand, and is sold in more than 3,000 stores in 44 countries. See icebreaker.com for more information about Icebreaker, and jeremymoon.me for more information on Icebreaker founder and CEO Jeremy Moon.