Smartwool and Icebreaker, owned by VF Corp., reported that Icebreaker’s general manager for North America, Noah Bryan, will assume responsibility for Smartwool’s North America region as well. Bryan was appointed North America GM of Smartwool and Icebreaker, effective immediately.
Bryan has been GM of Icebreaker North America since the start of 2022. His hire was part of Icebreaker’s commitment to expanding its presence in North America.
“I am excited to continue my professional journey with Icebreaker and now Smartwool,” said Bryan. “Both brands have an inspiring presence in the performance apparel and outdoor industries, delivering quality products to consumers who truly value it, and doing so while taking steps towards a more inclusive, sustainable future.”
Bryan brings a wealth of leadership experience in the outdoor industry to the position. Before Icebreaker, he worked as senior business development manager, Sports and Outdoors, at Amazon. Before that, he founded Core Concepts, a direct-to-consumer outdoor apparel brand sold in over 100 retailers nationwide.
“As we work towards strategic and operational synergies across the Smartwool and Icebreaker brands, Noah’s expansion to Smartwool is a step in the right direction,” said Smartwool and Icebreaker President Jan Van Mossevelde. “Noah quickly made an impact at Icebreaker, showing invaluable leadership skills. He will be a great addition to the Smartwool team.”
Photo courtesy VF Corp.
