Icebreaker announced the opening of its first Edmonton Touchlab. The merino wool lifestyle and performance brand will be showcasing the new store, as well as its exclusive new urban lifestyle line, the Tabi collection, at the grand opening event this Thursday.

The Edmonton Touchlab features environmentally conscious materials in a welcoming, inspiring natural environment. The space will be a significant step for Icebreaker in Canada, and will feature the exclusive store introduction of the Tabi collection, launching Fall 2017. Designed by Japanese apparel house Goldwin and made in collaboration with Icebreaker, the Tabi collection harnesses the natural performance qualities of merino with a refined aesthetic.

“This transitional versatility weaves throughout the Icebreaker aesthetic,” said Trudie Abel, head of marketing North America.

Head of Retail North America Luke Doddrell said, “We are extremely proud to announce the opening of Icebreaker’s Edmonton Touchlab, and especially delighted to engage with consumers and travelers in the region and those visiting Alberta. The Touchlab really is an interactive and engaging opportunity for travelers and adventurers, whether urban or core, to get geared up and knowledgeable about the benefits of natural performance and of Icebreaker’s diverse offering of top to toe layering pieces for all-season activities.”

The new Touchlab takes the total number of Icebreaker retail locations in Canada to ten and signifies the need for physical engagement with consumers. “Retail locations in Canada’s top malls allow us to provide a complete Icebreaker brand experience for our core consumers, and to attract new consumers to the brand” said General Manager of North America Justin Walford. “We are committed to meeting consumers where they want to shop, how they want to shop. This commitment will see us opening one to two Touchlabs per year across North America alongside of, and complimentary to, our expanding wholesale distribution.”

The Grand Opening Edmonton Touchlab event will run from 6-9 p.m. on September 28 and will feature a performance by kiwi musician Matt Hoyles.

Photo courtesy Icebreaker