Starting today, New Yorkers can stop by the brand’s new 2,500-square-foot TouchLab flagship store in trendy SoHo – 102 Wooster Street, between Prince and Spring Streets to be exact – to dip their hands into some pure raw merino, learn more about Icebreaker’s various collections – Outdoor, Running, Cycling, Travel, Kids, Underwear, and City – and of course purchase some ideal and unique holiday gifts for their sporty friends once they’ve fallen in love.

Find out more about the brand and special holiday promotions they have going on at the new store after the jump!

And not only that but, if you walk in anytime between December 1st, 2010 and January 1st, 2011 and say the secret password (“Baaaaa Baaaaa”) at checkout, you’ll receive 10% off your entire purchase. And if you just can’t get enough of the New Zealand sporty chic style, they’re giving away 50 free pairs of Icebreaker merino socks to people who help spread the word about the new store and a free trip to New Zealand to one lucky customer (+1 even luckier friend) who tries on a merino garment and enters to win at the new store.

While Icebreaker may not be walking down a runway near you anytime soon, it’s important to think about the materials you put closest to your body when you’re most vulnerable to the elements. The company was the first outdoor apparel company in the world to source merino directly from the growers starting in 1997, and has been very open about its sustainable and ethical manufacturing processes and dedication to animal welfare. In keeping with these philosophies, every garment includes a “Baacode,” which enable customers to trace their particular piece online from the rearing of the sheep through every stage of the supply cycle. How many companies do you know who are willing to do that?

Still not sold? How about Jemaine Clement from Flight of the Conchords stopping by the store for a shopping since he and his bandmate Bret McKenzie wore tons of the stuff when they were filming the show! Be sure to get your hands on some Icebreaker before everyone you now is claiming they were wearing it first.

For more information about Icebreaker and all of the store locations, see icebreaker.com.