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Published
Mar 17, 2022
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Icebreaker names new North America general manager

Published
Mar 17, 2022

VF Corp.-owned Icebreaker announced on Tuesday the appointment of Noah Bryan as general manager of its North America region.


Noah Bryan - Icebreaker


The New Zealand-born performance apparel company said the executive appointment reinforces its commitment to growing its presence in North America, its fastest-growing region.

An experienced leader in the outdoor industry, Bryan comes to Icebreaker from Amazon, where he worked as the senior business development manager for sports and outdoors at the U.S. e-commerce giant.

Here, Bryan was tasked with leading business development for the sports and outdoors category with a focus on product selection and brand strategy. Prior to Amazon, he founded outdoor apparel brand Core Concepts, which sold direct-to-consumer and to more than 100 specialty outdoor retailers nationwide.

“At Icebreaker, we work to create a culture of integrity and transparency with people who value spending time in nature and purpose-driven brands,” said Icebreaker president Jan Van Mossevelde.

“Noah is a proven leader and strategic thinker with an impressive track record of driving results and growth in the outdoor space, and we are thrilled to welcome him to the team.”

In 2017, VF Corp., owner of Vans, The North Face and Timberland, acquired Icebreaker; the New Zealand-based sustainable performance apparel brand founded in 1995 by Jeremy Moon. It harnesses the natural performance properties of merino wool sourced directly from sustainable and ethical farms in New Zealand to make its collections for both men and women.

“Icebreaker is a brand that is built around people, provenance and product. The brand’s natural approach to performance apparel ensures the best product for athletes and enthusiasts across a broad range of activities,” said Bryan.

“More importantly, their mission to deliver that product with the smallest environmental footprint is incredibly important and inspiring. Those foundational strengths create a tremendous opportunity to introduce the brand to an even broader range of consumers in North America.”

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