Premium outdoor kidswear brand, Isbjörn of Sweden, is continuing its green promise and commitment to sustainability for a/w 22 with an updated range that is now 97% bluesign® certified. Isbjörn was the first outdoor kids’ and teens’ brand to become a bluesign® system partner. Every season, the company builds on its 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. The latest range is 100% fluorocarbon-free and uses 100% recycled PrimaLoft® insulation. With a sustainable heritage spanning more than 15 years, choosing the highest performing yet environmentally conscious materials has always been a priority for the Swedish outdoor kids’ clothing 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 company also uses 100% recycled PrimaLoft Insulation. This is made entirely from recycled plastic bottles, but with no compromise on thermal performance.

 

 

Isbjörn not only demonstrates longevity through its durable materials but also in the overall design.

For instance, hardshell and padded products all have grow cuffs on the arms and legs. These add a further 3cm in length to grow with the child. Commenting further on the products’ longevity is Selma Jakobsson, Production and Sustainability Manager at Isbjörn of Sweden. “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.”

From the start, Isbjörn’s focus has always been to make its products the most durable yet sustainable they can be. And Jakobsson knows this will finally make a difference to consumers.

“It used to frustrate me seeing so many brands jumping on the eco-friendly bandwagon without any sustainable foundation,” she continues. “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.”

For further information on Isbjörn of Sweden, please click here.