In Sheep Code

New Zealand clothing label Icebreaker is enabling its customers to trace their purchased merino garment back to one of the 120 sheep stations where the fibre was grown by entering the individual ‘Baacode’ number found on each item’s label onto the Icebreaker site. Through photos and video, customers can see the living conditions of the particular animals that produced their wool, meet the high country farmers who run the sheep stations, and follow the roduction process to the factories that knit, dye, finish, cut, manufacture and ship the garments. “For us, sustainability is about transparency and being able to show the whole design of the business, which starts with the growers and continues through every step of the supply chain,” explains Jeremy Moon, Icebreaker’s founder and CEO.