Icebug is a Swedish company that produces shoes for the outdoor and sports sector, but especially for extreme winter conditions. In doing so, it sets new standards above all on the path to a sustainable future. For example, the CEO of the Swedish outdoor and running shoe manufacturer David Ekelung defines the ICEBUG MISSION as follows: "Our mission is to inspire everyone to get out more. And to give them the right equipment for their outdoor activities with our innovative sole concepts. At the same time, we want to be a role model and catalyst for the entire industry and the driving force behind sustainable change. A big challenge for a small Swedish company. But an important step in making it easier for consumers to make the right and sustainable choices in the long run."
The company is starting 2020 with forward-looking initiatives and sustainable product developments. Of course, it would be most resource-efficient if a product were not manufactured in the first place. But people who like to be outdoors need good footwear. That's why ICEBUG sees it as its task to develop, produce and distribute sustainable and sensible alternatives to conventional shoes. So the question was: How can you produce a shoe in a way that minimises the negative effect on the environment while maintaining the comfort and durability of the products?
The path to such a shoe is not always easy. But David Ekelund, co-founder and CEO of ICEBUG, does not only inspire his own team with his vision. "We create products that people really need. We minimise negative production effects without compromising function or durability. And, we offset unavoidable emissions with surplus." The complete 2020 collection is characterised by a holistic approach:
"1% for the Planet" Icebug is the first outdoor footwear brand to join the `One Percent for the Planet' initiative. What does this mean? In the future, the Swedish company will use at least 1% of its sales revenue to support non-profit environmental organisations.
200 % emissions offset Since the beginning of 2019, Icebug has been the world's first climate-positive outdoor shoe brand. In the first step, all CO2 emissions caused since the company was founded in 2001 were retroactively offset via UN Climate Neutral Now projects. In the next step, the company will offset 200% of the unavoidable emissions each year. The next big target for 2020: 50% of suppliers and production sites to source their energy from renewable resources by the end of the year.
Recycled fishing nets Every year, 640,000 tonnes of unused or lost fishing nets end up in the ocean. An ecological disaster. For the autumn and winter season 20/21, 69% of the toe and heel reinforcements on the shoes are therefore made from recycled nylon fishing nets. With these and other ideas, Icebug is becoming one of the most environmentally conscious companies of our time. And many more ideas are already in development.