Icebug: A Leading Company in Stockholm Fashion District

The Swedish footwear brand Icebug has inspired us with their latest sustainability campaign – with the aim of preserving the Swedish ancient forest. We are proud to have Icebug’s showroom in Stockholm Fashion District. For Icebug, it’s not just about being a shoe company; it’s about raising their voice and showing that companies can be drivers of change and sustainability.

We took the opportunity to ask Marie Thomasson, Head of Demand at Icebug some questions to gain a deeper insight into their commitment and vision.

Could you tell us more about your campaign to stop the logging of the Swedish primeval forest?

This is a topic close to Icebug’s heart. For several years, we’ve supported Naturarvet through 1% for the Planet to help them purchase primeval forests and protect them. So far, Icebug and our community have donated 2.5 million Swedish kronor. The campaign we just launched involved buying spaces in the heart of Stockholm, where we highlighted a guide to threatened primeval forests worth visiting—before it’s too late. The message that we need to preserve the remaining primeval forests is important and urgent.

What does the campaign mean for your company?

In essence, it means we’re choosing to raise our voices. To show that there are companies that want something different. That as a company, we’re serious about our commitment to the forest—and to the planet.

Are there any specific markets or trends you see as particularly important to focus on in the future?

Icebug never follows fashion trends but always strives to create timeless designs that will last for many years. The most important thing for us is to make shoes that people use a lot, for a long time, and perhaps for even more different activities. Multi-use is a priority area. This way, we can reduce the number of pairs of shoes people need, and thus also need to manufacture.

What unique challenges and opportunities do you see within the outdoor footwear and equipment segment?

There are plenty of challenges, as the entire industry has learned in recent years. I think a crucial thing will be to create products that people need and can use for a long time. It’s not sustainable to produce and consume as the world does now. Icebug manufactures shoes designed to get people active outdoors, year-round, and there will always be a need for that.

How would you like to inspire other companies to follow your example?

We want to inspire others by showing that it’s possible to run a successful company where what’s best for the planet comes before what yields quick economic gain. When Icebug does well, the world should also do well. We’re happy to share everything we learn along the way, for example, through Follow the Footprints. We’re fully transparent about the production chain and also invite other brands to join us when we find something good. Like solar energy at the factories, natural rubber, or the benefits of wellness.

In a time of increasing environmental threats and climate change, corporate responsibility is more significant than ever. Icebug’s vision and strong commitment are also evident in their showroom in the Stockholm Fashion District. They continue to be a source of inspiration for both consumers and companies worldwide.