VF Appoints Icebreaker’s Noah Bryan As General Manager Of Smartwool’s NORA Region

Smartwool and icebreaker, Merino Wool performance apparel brands under VF Corporation, today announced that icebreaker’s General Manager North America, Noah Bryan, will assume responsibility of Smartwool’s North American Region. Bryan has been appointed GM of Smartwool and icebreaker, effective immediately.

Bryan has acted as General Manager of icebreaker North America since the start of 2022. His appointment to this role was part of icebreaker’s commitment to expanding its presence in North America.

“I am excited to continue my professional journey with icebreaker and now Smartwool,” said Bryan. “Both brands have an inspiring presence in the performance apparel and outdoor industries, delivering quality products to consumers who truly value it, and doing so while taking steps towards a more inclusive, sustainable future.”

Bryan brings a wealth of leadership experience in the outdoor industry. Before icebreaker, he worked as Senior Business Development Manager, Sports and Outdoors at Amazon. Previously, he founded Core Concepts, a DTC outdoor apparel brand that sold in over 100 retailers nationwide 

“As we work towards strategic and operational synergies across the Smartwool and icebreaker brands, Noah’s expansion to Smartwool is a step in the right direction,” said Smartwool and icebreaker President Jan Van Mossevelde. “Noah quickly made an impact at icebreaker, showing invaluable leadership skills. He will be a great addition to the Smartwool team.”