Ibex ⚠️ With reservations

American outdoor merino clothing brand founded in 1997. Bankruptcy in 2018, relaunched as 'Ibex 2.0' in Boulder, Colorado. Authentic merino.

Vermont, 1997. John Fernsell and Peter Helmetag made a simple observation: all outdoor clothing looked alike, and they didn't perform well. Synthetics stink after a day, cotton absorbs sweat and doesn't dry. Merino wool, however, regulates temperature, resists odors, and can be worn for three days without anyone noticing. They founded Ibex in Vermont, one of the first American brands to bet exclusively on merino for outdoor activities.

For twenty years, Ibex built a solid reputation. Merino base layers became classics. The American outdoor community embraced the brand. Among enthusiasts, Ibex was mentioned in the same breath as Smartwool and Icebreaker.

And then 2018. Bankruptcy. Chapter 11. The company closed. The reasons were numerous: contested management, a competitive market, strategic errors. Criticisms of the former management's business practices are documented. The brand disappeared.

But not for long. A New York investment group bought the name and relaunched the operation under the name "Ibex 2.0," with Bonnie Shupe at the helm. The headquarters moved from Vermont to Boulder, Colorado. The range was refocused, streamlined. Merino remained the core of everything.

On specialist forums, the reception is positive. "Ibex and Devold are fantastic quality." The community recommends Ibex as a quality alternative to Icebreaker, which has lost trust since its acquisition by VF Corporation (the conglomerate behind The North Face and Timberland). When Icebreaker cuts corners, Ibex makes a comeback.

The "reservations" rating is due to its history. A bankruptcy, an acquisition by a fund, a relaunch. This is the third act of a play that has already had two bad ones. Post-revival quality seems good, but there's a lack of hindsight. And the operational stability of a brand that has already closed once is never guaranteed.