![A skier clips his ski boots while wearing an Ibex base layer.](https://cdn.5280.com/2023/05/00-ibex_hero-375x250.jpg)
Why Is a Performance Merino Brand Reinventing Itself in Nederland?
Ibex refounder Bonie Shupe says the town’s natural playgrounds and eco-friendly mindset play a part. So, too, does its character (and no, we aren’t just referring to a legacy of Frozen Dead Guy Days).