Icebreaker is trying to bring merino wool to the masses. The New Zealand company has launched RedRam, a moderately priced line of merino apparel underwear, that is already available at Gander Mountain and Dogfunk.com and will debut at other big box stores this fall.
The line includes short-sleeve and long-sleeve tops, singlets, camis, leggings, boxers and boy shorts, which are “priced to offer excellent value for money ($29.99 – $57.99).” By contrast, an Icebreaker t-shirts start at about $60 retail and underwear crew tops at abour $70.
While RedRam is emphasizing the same performance and sustainabilty characteristics as the pricier Icebreaker brand, it is aimed at big box retailers catering to hunters, fishermen and outdoor spectators. By using a different knit and running fewer styles, RedRam was able to lower its unit price for a broader, more price sensitive market. Nor does RedRam offer customers the “Baa code” feature, which enables Icebreaker customers to trace the source of their individual garment all the way back to a specific sheep farmer in New Zealand.
RedRam is being positioned as a premium entry-level thermal underwear that provides people with the chance to upgrade from their synthetics to a natural fibre.
