先鋒公司：親近自然

????20年前，杰瑞米?穆恩與牧羊人的偶遇，讓他創(chuàng)辦了這家位于新西蘭惠靈頓的先鋒公司（Icebreaker）。構(gòu)成先鋒公司高性能戶外服裝的成分并不是當(dāng)時在這個行業(yè)占據(jù)壟斷位置的富含石化產(chǎn)品的人工合成材料，而是100%的美利奴羊毛。

????穆恩回憶說：“這在當(dāng)時似乎有悖常理，但是，我的確是在用超細(xì)美利奴羊毛生產(chǎn)保暖內(nèi)衣，跟3,000美元一件的意大利西裝是一個料子?！边^去（乃至現(xiàn)在），產(chǎn)品的價(jià)格高昂，但是穆恩傳遞的“親近自然，而非征服自然”的品牌理念迅速升溫。正是得益于他的環(huán)保理念，先鋒公司實(shí)現(xiàn)了盈利。

Icebreaker

????A chance meeting with a sheep farmer 20 years ago led founder Jeremy Moon to start this Wellington, New Zealand-based line of high-performance outdoor clothing made of 100% merino wool, rather than the petrochemical-heavy synthetics that then dominated the industry.

????"It seemed counterintuitive at the time, but I was using the same superfine merino wool that was in a $3,000 Italian suit to make thermal underwear for people to sweat in," Moon recalls. Prices were (and are) steep, but the brand message, which Moon calls "kinship with nature, rather than conquering it," was an instant hit, making Icebreaker as profitable as it is earth-friendly.