Premium outdoor kidswear brand ISBJÖRN OF SWEDEN is continuing its uncompromised commitment to sustainability for Fall/Winter 2022 with an updated range which is now 97% bluesign certified. The brand is symbolised by the Polar Bear – the toughest animal on the planet.
Isbjörn was the first outdoor kids and teen brand to become a bluesign system partner and every season builds on the company’s original green promise ‘to use only the most sustainable fabrics and manufacturing processes.’ Isbjörn’s design team looks at fine-tuning existing products to make them even more sustainable and durable. Isbjörn’s latest range is 100% fluorocarbon-free and uses 100% recycled PrimaLoft insulation.
With a strong sustainable heritage spanning more than fifteen years, choosing the highest performing yet environmentally conscious materials has always been a priority for the Swedish specialist. Its hardshell and padded products are all treated with a Bionic Finish Eco durable water repellent, which does not release any harmful fluorocarbons into the atmosphere.
The longevity of Isbjörn products is not only demonstrated by the durable materials used but also in the overall design. Hardshell and padded products all have grow cuffs on the arms and legs, which add a further 3cm in length to grow with the child before being passed down to younger family and friends to be reused many times.
Selma Jakobsson, Production and Sustainability Manager, said, “I will say it once again – the outstanding durability of our products is our silver bullet to achieve reusable technical performance over and over again. Doubling and even trebling the lifespan of a garment reduces its environmental impact by more than half.”
Right from the start the team at Isbjörn has always been determined to make its products the most durable yet sustainable they can be, knowing this will finally make a difference to consumers. She added, “It used to frustrate me seeing so many brands jumping on the eco friendly bandwagon without any sustainable foundation, but now I believe greenwashing companies will be left behind as consumers wise up and do their research.
“Shoppers are now actively looking for certifications such as bluesign® and materials which are environmentally safe and recycled. Our strong environmental profile will set us apart from others as we continue to innovate and grow.”
Isbjörn of Sweden was founded in 2005 by Maria Frykman Forsberg and Camilla Schmidt after they became mothers for the first time and discovered a gap in the market for high quality and comfortable outdoor garments for children.
The brand believes that all children are ‘Multisporters by Nature’ and should be allowed enjoy outdoor activities in all weather conditions, while remaining warm, dry and comfortable.
