5家公司的“美好”生意

先锋公司：亲近自然

    20年前，杰瑞米•穆恩与牧羊人的偶遇，让他创办了这家位于新西兰惠灵顿的先锋公司（Icebreaker）。构成先锋公司高性能户外服装的成分并不是当时在这个行业占据垄断位置的富含石化产品的人工合成材料，而是100%的美利奴羊毛。

    穆恩回忆说：“这在当时似乎有悖常理，但是，我的确是在用超细美利奴羊毛生产保暖内衣，跟3,000美元一件的意大利西装是一个料子。”过去（乃至现在），产品的价格高昂，但是穆恩传递的“亲近自然，而非征服自然”的品牌理念迅速升温。正是得益于他的环保理念，先锋公司实现了盈利。

Icebreaker

    A chance meeting with a sheep farmer 20 years ago led founder Jeremy Moon to start this Wellington, New Zealand-based line of high-performance outdoor clothing made of 100% merino wool, rather than the petrochemical-heavy synthetics that then dominated the industry.

    "It seemed counterintuitive at the time, but I was using the same superfine merino wool that was in a $3,000 Italian suit to make thermal underwear for people to sweat in," Moon recalls. Prices were (and are) steep, but the brand message, which Moon calls "kinship with nature, rather than conquering it," was an instant hit, making Icebreaker as profitable as it is earth-friendly.