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"Our role is not to create the latest 'technical' fibre; nature has already done that, and without an oil rig in sight. Merino wool was born not in a lab, but in the mountains of New Zealand. The Icebreaker fibre factory works 24 hours a day, on the back of a sheep. We believe nature is a powerful force that is within and around us. We have harnessed this force to become the passionate world leader in merino."