Isbjorn Continues Sustainable Mission For SS21

Launching new products every season is certainly not a priority for premium, technical and eco-conscious outdoor kidswear brand, Isbjörn of Sweden. Instead the company will continue its green promise to use the most sustainable fabrics and manufacturing processes, only fine-tuning existing products to make them even more sustainable and durable.

Isbjörn’s stylish yet functional SPF50+ sun range will now be made from recycled Nylon from SS21 season. Each product in the range, from Sun Jumpsuit to Sun Hat, has Isbjörn’s Green at Heart stamp of approval and has been made without harmful chemicals. With no compromise on performance, the SS21 Sun Protection range will be made from a durable blend of recycled Nylon (87%) and Elastane bluesign® approved fabric (13%), providing essential protection for both child and planet.

Isbjörn strongly believes in the longevity of its products, bringing reusable technical performance, stand out style and true sustainability to the outdoor adventurers of tomorrow. This young and switched-on audience, inspired by climate change campaigners such as Greta Thunberg, are increasingly turning away from mass consumerism by wearing pre-owned and even rented clothes.

“Our indisputable offering of outstanding durability is our silver bullet and it is quite humbling to hear stories from our consumers, who are still sharing and reusing products after many years. Doubling the lifespan of a garment reduces its impact by half..and counting!” Maria Frykman Forsberg, Founder and CEO, Isbjörn of Sweden

The first outdoor children’s brand to become a bluesign® system partner, Isbjörn’s ‘Green@Heart’ commitment to producing long-lasting “no compromise” products is evident in its new Spring/Summer 2021 collection. There are no new products, only some colour and even more sustainable updates. Highlights from the range also include Tencel® Tees, which are now made from 100% natural fibres (80% Tencel and 20% Merino wool); the ultra-durable Trapper Pants made from hardwearing Cordura; and the company’s ‘heavy duty’ hardshell rainwear collection.

Maria Frykman Forsberg, CEO, Isbjörn of Sweden, continued: “I’m proud to keep my darlings for Spring/Summer 21 and all future seasons. We can finally update our Sun range with recycled Nylon without impacting on performance, which is something we’ve been aiming for. Isbjörn is the antidote to fast fashion – it’s a slow fashion brand and company. Sustainability is the buzz word right now, but I feel true sustainability means something very different.”