Here at One Network Wellington Live, we’re thrilled to tell the story of Jeremy Moon, a Wellington lad who turned a wild idea into a global sensation. Thirty years ago, on April 1, 1995—April Fools’ Day, no less—Jeremy founded Icebreaker. What a day to kick things off! Back then, it was just him, one employee, sitting in Wellington with a big dream. Yet, he wasn’t alone. A cracking group of mentors and investors, like Noel Todd and Peter Travers, stood by him. Later, Rob Fyfe joined the crew. Without them, Icebreaker wouldn’t have taken flight. Today, Jeremy lives on Waiheke Island, looking back at three decades of changing the clothing game. And what a ride it’s been!

It all started with a simple mission. Back in 1995, they called it that—missions were the buzzword then. Jeremy wanted to offer a natural choice over synthetic fabrics. He believed nature held the answers. So, he took merino wool, a gem from New Zealand’s sheep, and showed the world its magic. Meanwhile, he called out the plastic clothing industry. Polypropylene and polyester? “Technical” nonsense, he said. Why wear plastic against your skin when hiking or skiing? Merino was the real deal—soft, warm, and natural. That bold stance set Icebreaker apart.

Fast forward to now, and the numbers speak loud. Over $3 billion in natural clothing sold worldwide. Millions of people have ditched petrochemical fabrics for Icebreaker’s merino gear. Plus, there’s a global shift toward natural performance wear. No more microplastics spraying everywhere. From a one-man show in Wellington, Jeremy sparked a movement. And it’s still growing. Looking back, he reckons a few things went spot-on. First, purpose powered everything. Icebreaker wasn’t just about flogging clothes—it led a cause. Next, the brand came first. Story, identity, and values drove the impact. The products and business followed naturally. Finally, culture kept it alive. A tight-knit team of believers lived the mission with passion and fun. Those early Icebreakers built a rock-solid foundation.

But Jeremy’s not one to rest on his laurels. Now, with new ventures, he’s tweaking the recipe. For starters, he’s going customer-led, not retailer-led. He wants to talk straight to the people who wear his stuff. Online surveys, for instance, help him nail what they want. Also, he’s hiring experience early. After the passionate founding team gets things rolling, skilled pros join ahead of the curve. Sure, it’s pricey, but Jeremy says you can’t afford not to. People are the business, after all. Lastly, he’s simplifying things. At Icebreaker, complexity crept in—too many fabrics, categories, and weights. Designers added more without limits. Now, with projects like Animals Like Us dog food, he keeps it tight and focused. Less choice, more clarity.

Some things, though, never change. Jeremy loves learning. Business, he says, is a wild ride of growth. Through bad times, really bad times, good times, and great ones, he’s kept going. He’s grateful to the believers—founding customers, merino growers, thousands of staff across 30+ countries, retailers, manufacturers, friends, and family. For him, business can still wake people up. It just needs passion, purpose, and meaning to lead the way. And speaking of family, his ex-wife Sarah Catherall, a Wellington journalist and author, chimes in with her own take. She remembers their early days, back when they were 25. On one of their first dates, Jeremy told her about his merino wool dream. “Merino, what’s that?” she asked. Little did she know he’d create a whole new clothing category!

Sarah recalls how their daughters and mates starred in early Icebreaker catalogues. Around the dinner table, they’d brainstorm colours and styles. She loved being part of those wild, early days. Back then, Icebreaker leaned hard on its New Zealand roots. Place mattered. Now, though, Jeremy runs things from anywhere—Waiheke, in his case. Sarah’s proud of him. He’s shown their daughters what passion and hard work can do. “Awesome work!” she says. She even suggests a book or an exhibition of those original zips. Judging by her words, they’re mates now, cheering each other on. It’s a lovely nod to how Icebreaker shaped their lives.

Let’s rewind to that April Fools’ Day in 1995. Jeremy sat in Wellington, dreaming big. One employee—himself—but backed by legends like Noel and Peter. The mission was clear: nature over synthetics. Merino wool became the star. He pushed it as a technical marvel, not just cosy knitwear. Meanwhile, he poked holes in the plastic clothing hype. People listened. Soon, Icebreaker grew beyond Wellington. It hit the world stage, proving natural fibres could outshine synthetics. Three decades later, the impact’s massive. Billions in sales, millions of fans, and a cleaner planet with less microplastic muck. Not bad for a lad with a woolly idea!

Reflecting on it, Jeremy sees what clicked. Purpose wasn’t just talk—it fuelled every move. The brand’s story pulled people in. And the team? They lived it, breathed it, loved it. That’s why Icebreaker stood tall. But he’s not done yet. With new projects, he’s sharpening his game. He’s chatting directly to customers, not just retailers. He’s bringing in pros early to steer the ship. And he’s keeping products simple—focused, not cluttered. It’s a fresh take, built on 30 years of lessons. Still, his core stays the same. He thrives on learning, growing through every twist and turn.

The thank-yous roll off his tongue easily. Founding customers who took a punt on merino. Growers who supplied the wool. Staff who spread the word across the globe. Retailers who stocked the shelves. Manufacturers who stitched it all together. And, of course, his mates and family—Sarah included—who cheered him on. For Jeremy, business isn’t just profit. It’s a way to spark change, to wake people up. Passion, purpose, and meaning still drive him. From Wellington to Waiheke, from one employee to a worldwide movement, Icebreaker’s story is a ripper.

So, what’s next? Jeremy’s already cooking up new ideas. He’s got that same fire he had 30 years ago. Maybe Sarah’s right—a book or exhibition could tell this tale. For now, though, he’s on Waiheke, dreaming and doing. Icebreaker’s legacy lives on. Millions wear merino, not plastic. Nature’s winning, one jumper at a time. And it all started with a bold bloke in Wellington, a stack of wool, and a cracking team of believers. Here’s to Jeremy Moon—cheers to 30 years of shaking up the clothing world!