The Global President of VF Corporation icebreaker, Jan Van Mossevelde, talks about how having a simple truth guide you allows this New Zealand clothing brand to bring ad agencies and partners into a well-defined strategy and reason to exist that moves this brand to be positioned from an activist brand in the early ’90s to today, a brand that leads the mainstream trends in the world. By creating a community and a movement, the product is the story. A natural story that can be told by many in unique and different ways.
Jan, a P&G veteran, and an engineer simplifies the complex by going back to basics and finding focus on a simple truth that lies on what consumers want but also focuses on the purpose of why a product like icebreaker clothing exists. He recognizes that innovation can be found in nature by keeping it pure and just reshaping it to fit in the current times and making it relevant.
We talk about entrepreneurship, branding, marketing, and even regenerative farming, join us on this great episode. You might want to join The Flock once we’re done.
Check out icebreaker Transparency Report: https://www.icebreaker.com/en-us/transparency.html
Check out icebreaker's Uncomfortable Truths about Plastic Campaign: https://www.icebreaker.com/en-us/move-to-natural.html
Icebreaker’s socials: Instagram, YouTube, Facebook

Guest: Jan Van Mossevelde, Global President of VF Corporation icebreaker
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Music: Pedro Lerma and the Band, LERMA/

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