Icebug Takes Footwear Transparency to Next Level

Outdoor footwear brand Icebug opens up its supply chain and shares key sustainability metrics – for its entire collection.

On the heels of meeting its goal of Climate Positive, the Swedish producer of high-traction trail running shoes Icebug leads the outdoor footwear branch again with an ambitious transparency initiative called Follow the Footsteps.

After scanning the QR code on a new pair of Icebug shoes, customers can now get insights into the entire supply chain behind the model, as well as its carbon footprint and what its made of including the percentage of biobased and recycled materials used. “As far as we know, this makes us the most transparent sports shoe brand in the world” reads Icebug’s website post titled Trust Must Be Earned.

In conjunction with the launch, CEO David Ekelund explained the motivation behind the initiative:

“We do this to show that we walk the talk, but also to increase the speed of emission reductions all across the industry.”

To spur action across the industry, Icebug has decided to also be transparent about their transparency, sharing how they go about calculating the key sustainability metrics (learn more here).

“Because the race to zero is a team sport, we are in it together,” shares David Ekelund, who offers a challenge:

“We all need to step up, take responsibility and take climate action – now.”

Years in the making, Icebug has used TrusTrace’s traceability platform to provide user-friendly transparency. This combination of an accessible yet comprehensive approach was already acknowledged back in February 2021, when Icebug’s pilot was awarded the Scandinavian Outdoor Award in the Sustainability category by an international jury.

“But the project isn’t just about the environment,” admits David Ekelund, “We see more and more that good, transparent communication on sustainability leads to better sales.”

SUSTON
jonathan.eidse@norragency.com


More Stories

“At best, this should be seen as greenwashing”

While European brands began voluntarily phasing out PFAS in outdoor equipment years ago, US brands have been dragging their feet. Will incoming legislation finally level the playing field?

By Meg Carney

Visions from the Changemakers: Vaude CEO, Antje von Dewitz

How can outdoor companies navigate and steer in the right directions? And not get swamped in the daily operations? In a series of interviews Suston, Editor-in-chief Gabriel Arthur reaches out to industry changemakers to hear about their long-term perspectives.

By Gabriel Arthur

Why is European wool a waste product?

Experts estimate that up to 50 % of wool remains unused in the largest sheep-farming countries of Norway, Sweden, Switzerland, Austria and Germany. There should be more appreciation for European Wool.

By Lavalan

Visions from the Changemakers: Icebug Co-Founder David Ekelund

How can outdoor companies navigate and steer in the right directions? And not get swamped in the daily operations? In a series of interviews Suston, Editor-in-chief Gabriel Arthur reaches out to industry changemakers to hear about their long-term perspectives.

By Gabriel Arthur

More News