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How much plastic are you wearing


New Zealand-born natural performance apparel company, Icebreaker, has launched a provocative marketing campaign that asks consumers one simple question: “Are you still wearing plastic?” For many consumers, the answer is: “Yes”. 



icebreaker’s latest ‘Uncomfortable Truth of Plastic’ campaign, which will run in markets globally, is designed to shine a light on this conversation and help educate consumers about plastics in their apparel and choices they can make to reduce their plastic consumption. 

The consumer insight behind this campaign is that most people are not even aware that the clothing they wear is one of the biggest contributors to plastic pollution. 



The dramatic character Plastic Man represents the fact that many consumers are still wearing plastic each day. It also drives awareness of one of the biggest causes of plastic pollution on the planet: the clothing we wear. 

The campaign will help consumers experience Plastic Man struggling with the user experience of plastic:  cold when wet; doesn’t regulate temperature; holds odour and has a negative impact on the environment. 

Earlier this year, icebreaker’s Transparency Report revealed that in 2021, 91-percent of icebreaker’s total fibre composition is now merino or plant-based, with 65-percent more styles being made with 100-percent merino or plant-based fibres.

Following the publication of its Transparency Reports in 2018 and 2019, icebreaker was one of only a few brands to be awarded an A+ rating in the Tearfund Ethical Fashion report, two years in a row. The report found icebreaker to be excellent in every area, including scrutiny of policy, traceability, transparency, supplier relationships and worker rights at every stage of the production process.



At Outback Travel Australia, we’re doing our bit. We’ve selected some Icebreaker items that we’ll evaluate over the warmer months and report our findings. Everyone knows that wool is warm, but can Icebreaker’s summer clothing be a comfortable alternative to cotton and synthetics?

Icebreaker is sold in more than 5000 stores in 50 countries through wholesale, Touch Lab retail stores and e-commerce platforms. To discover more, visit icebreaker.com. 


































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