By Gabriela Resto-Montero
DNAinfo Reporter/Producer
SOHO — New Zealand-based outdoor outfitter, Icebreaker, opened its New York flagship at 102 Wooster St. Wednesday.
Even though Manhattan wasn't known for its great outdoor adventures, city residents travelled for sport, said Jeremy Moon, Icebreakers founder and CEO.
"I love New York; it's fun, it's diverse and the people are fit and active," Moon said.
"We're not a high-fashion brand but we're trying to fit in," he said of the line of performance clothing made from fine Merino wool.
The company, which has another American store in Portland, chose SoHo as its first east coast location in part because of the success of its online operation in the region, said Lee Weinstein, a spokesman for the company.
Icebreaker uses fabrics with "stink" resistance, and the company thinks Manhattanites will find this feature irresistible come winter time, as users can wear the clothes for days or weeks without having to wash them.
