Icebreaker TouchLab

New Zealand company Icebreaker has opened a store in Soho, and the staff is ready to outfit New Yorkers with its all-natural outdoor and activewear apparel. The cleanly designed space features oak flooring, crisp white walls and a shag-wool carpet. In fact, every item in the well-organized store is made from merino wool—a silky fiber sustainably farmed in the southern alps of New Zealand—which gives Icebreaker’s layerable pieces an edge over synthetic fabrics: They breathe when the weather’s hot, insulate when it’s cold and, thanks to their wicking quality, rarely get stinky. Women can load up on solid leggings ($70); body-hugging hoodies ($140); waist-length, high-collared windproof jackets ($300); and even bikini undies ($28). Men can grab lightweight, contoured crew-neck tops ($60); long-sleeved, zippered pullovers ($150); supersoft T-shirts ($60); and striped socks ($18).