The two new Mums and founders of Isbjörn of Sweden were determined to always make the most technical yet sustainable outdoor clothing and accessories for children of all ages. For nearly 20 years, Isbjörn’s Green Promise, to protect the planet children both live and play on, has been at the heart of its brand ethos. This will now be illustrated with a new ‘Green @Heart’ symbol.
Green @Heart will appear on all hang tags, merchandise and marketing collateral from AW 2019/20, as part of its new brand identity, which encompasses Isbjörn’s Green Promise to empower and equip future generations of outdoor adventurers, while caring for planet earth.
By 2021 Isbjörn aims to use only recycled nylon for its outer garments, such as shell and padded products. The reason for choosing nylon instead of polyester in outer gear is because nylon is far more durable, which enables a far longer lifecycle of the garment.
Outdoor clothing for children was mainly made of cotton back in 2005 when Isbjörn was founded, with no thought from any outdoor companies of emulating the same performance characteristics as adult outdoor gear. Isbjörn’s founders Maria Frykman Forsberg and Camilla Schmidt were frustrated by the lack of proper, eco-conscious clothing for their new babies and made a “Green Promise” to change this with a no-compromise approach.
In 2013, Isbjörn of Sweden became the first children’s outdoor brand to become a bluesign® system partner, with more than 90 percent of its range using bluesign® certified materials.
Maria Frykman Forsberg, CEO of Isbjörn of Sweden, commented: “Forward to 2019 and sustainability is now an expected part of outdoor design and production, but reducing, recycling, repairing and reusing was at the heart of everything we produced right from the very start.
“We’ve never compromised on using the best technical yet sustainable materials such as Bionic Finish Eco, which does not release harmful fluorocarbons into the environment, and PrimaLoft Insulation Eco, made from post-consumer recycled content. This will never stop, as we continually strive to offer the best technical performance with no chemicals or waste.
“Garment longevity and reuse is also a top priority for us, as we build in design features such as grow cuffs on arms and legs, which can add 3cm to a garment. We want our durable clothing and accessories to be passed down to many generations of children, so they can enjoy everything nature has to offer while remaining warm, dry and safe. This way we can ensure minimal consumption to help to save the limited resources we have on this planet.”
The new Green @Heart logo will be rolled out with the new brand image from AW 2019/20 season.