Launching new products every season is not a priority for kidswear brand, Isbjörn of Sweden, now available in the U.S. and Canada. Instead, the company continues its commitment for FW21 to use sustainable fabrics and manufacturing processes, only fine-tuning existing products to make them more sustainable and durable.
The brand issued the following release:
One example is Penguin Snowsuit, recently awarded the Bäst-i-Test (Best in Test) for the seventh consecutive year. Since its launch in 2007, the bluesign-approved snowsuit is again a key highlight of its winter range. A best-seller in Scandinavia for many years, North American children can now enjoy the ultimate cold weather protection, feeling dry and thermally balanced while they have fun in the snow. Penguin is also a great way to let young kids have their independence and dress themselves — very important for eager outdoor youngsters! Made from sustainable materials, such as PrimaLoft Insulation Eco and Bionic Finish Eco, and with features such as grow cuffs which add a further 3cm to arms and legs, it’s not surprising this famous snowsuit is still going strong after 14 years.
Isbjörn strongly believes in the longevity of its products like Penguin Snowsuit, 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 such as our Penguin Snowsuit after many years, even more than a decade. Doubling the lifespan of a garment reduces its impact by half..and counting!” Maria Frykman, founder and CEO.
The first outdoor children’s brand to become a bluesign® system partner, Isbjörn’s commitment to producing long-lasting “no compromise” products is evident across its FW21 collection. Other highlights include its Teen range, which has grown by 37 percent since its first launch in 2013. With a size increase to 176cm, older teens can now enjoy products such as Isbjörn’s technical 3-layer Expedition Hard Shell Jacket and Expedition Hard Shell Pant.
Maria Frykman, CEO, Isbjörn of Sweden, continued: “From our baby range to teen collection, we’ve always been a green company right from the start back in 2005. Here we are launching our winter 2021 collection, and the world has changed beyond recognition. Sustainability is now on everybody’s agenda, but it always has been a priority for us. To protect children and their planet is why Isbjörn exists.”
