Aimed at raising awareness about the plastic content in clothing, the natural performance apparel company Icebreaker has launched a new campaign asking, “Are you still wearing plastic?”

The Uncomfortable Truth of Wearing Plastic campaign puts a man dressed in plastic wrap in a beautiful outdoor setting and contrasts him with a group of friends clad in wool. There is hope for “Plastic Man” however – move to natural, 100% wool.

The campaign’s intent is to make people aware of what they are wearing, and that one of the biggest causes of plastic pollution on the planet comes from clothing.

According to a report by the International Union for Conservation of Nature, plastic particles washed off from products such as synthetic clothes and textiles contribute to 35% of primary microplastics polluting the oceans.

“Since Icebreaker started 26 years ago, we have always looked to nature for a better way,” Icebreaker global brand president Jan Van Mossevelde said. “Our founding purpose to inspire a more natural way of living, defines not just what we make, but how we make it.”

There is just too much unnecessary plastics in clothing.  We encourage consumers to learn more about what their clothing is made of.

– Icebreaker global brand president Jan Van Mossevelde

Plastic Free by 2023

Icebreaker has set itself the goal of going plastic-free by 2023. The brand’s fourth annual transparency report reveals that 91% of its total fibre consumption is now Merino or plant-based materials. Zero acrylic is now used. Under development is a bio-based alternative to elastane (for underwear stretch), a natural replacement for the trace nylon in socks and a solution for lightweight polyester outer shells for jackets.

Aside from using natural fibres in its clothing, the brand has found other ways to move to natural as well. Plastic-free swingtags and mannequins, along with plastic-free main materials in new retail stores are also in the making.

Read More in Icebreaker’s Transparency Report

Move to Natural

Since launching in 1995, Icebreaker has sought to provide natural performance alternatives to synthetic-based apparel to create a healthier and more sustainable future for people and the planet.  Icebreaker’s iconic Merino wool clothing, like all wool, has a host of natural benefits: naturally breathable, doesn’t smell, manages moisture and regulates body temperature.

Learn More About Wool and Its Benefits

IWTO’s research continues to provide the sound science which supports what we say about wool. Learn more on our Sustainability and Wellness pages.

Now Read: Wool Wins Award for Insulation Innovation