The introduction of Icebreaker clothing (http://www.purekit.com/shop-icebreaker/) at Purekit.com has proved an instant hit with customers keen to feel the benefits of the 100% merino wool clothing.

PureKit.com is one of the UK’s leading suppliers of outdoor performance footwear and apparel, with the company initially formed due to a lack of availability of outdoor and performance footwear, either online or in UK high street stores. “We decided we would create a web site that offers all the footwear that we were looking for on one site” claims PureKit.com MD Richard Gundle, and the idea has proved popular, with the site rapidly building up a strong customer base. The site stocks all of the popular outdoor brands, and brings new footwear and apparel within easy reach, whilst introducing new brands to UK outdoor enthusiasts.

Initially formed to sell just footwear, the company has expanded the range of goods to include a full range of equipment for walkers, hikers and campers, a move which has seen sales boom. The online footwear store now includes the full range of outdoor equipment, to help to improve the experience of the great outdoors, in one convenient place with quick and easy home delivery.

One of the major success stories at PureKit.com has been the introduction of Icebreaker clothing, a relatively new brand from New Zealand. Previously difficult to obtain in the UK, the introduction of he brand has proved to be an instant hit with customers, which has seen stocks selling out in record time. The clothing is constructed from 100% Merino wool, and is chosen from only the best hill farms in the Southern Alps, on the South Island of New Zealand. The climate and terrain are perfect for merino sheep, whose wool is regarded as the best money can buy. The sheep are kept purely for their luxurious soft wool, with the short fine staples allowing an ultra fine weave, allowing for lightweight layers to be worn without the bulk normally associated with woollen wear.

Wearing multiple layers is the best way to regulate body temperature, and the properties of wool are ideal for this. The design keeps the body cool in summer, yet well insulated in winter, with excellent moisture wicking properties to keep the body perfectly dry even under heavy exertion. As performance clothing, the designs and styles are first rate, and with the wonder material able to soak up and release up to 10 times the level of moisture as synthetic fabrics, it’s no surprise that it has been such a runaway success.

For a company which prides itself on offering the highest quality equipment for the great outdoors, Icebreaker clothing is a perfect addition to their outdoor apparel range, and a highly popular choice as customers start to appreciate the benefits of merino wool. With much of the country experiencing unseasonably cold temperatures, sales are increasing fast, as comfortable and warm layers become the order of the day once more, with Icebreaker under and outer wear the ideal choice.

A wide choice of men’s and women’s Icebreaker tops, bottoms and accessories are available from purekit.com

Published on: 9:21AM on 31st December 2010