Scandinavia’s sustainable outdoor kidswear brand, Isbjörn of Sweden, is opening a webshop in the U.S. and Canada this month. This is the first time North American customers have been able to purchase Isbjörn products stateside.

Founded by Maria Frykman and Camilla Schmidt in Stockholm n 2005, Isbjörn is committed to making technical yet sustainable outdoor clothing and accessories for kids. The company’s ‘Green at Heart’ promise to protect the planet is reflected across its product line. Isbjörn of Sweden was the first children’s outdoor brand to become a bluesign system partner with more than 90 percent of its collection using bluesign certified materials.

‘Reuse’ and ‘Reduce’ is top of Isbjörn’s agenda with features such as grow cuffs, which add 3cm to arms and legs of garments, and clothing made from sustainable materials designed to last. Each garment is made to grow with a child, before being handed down to younger siblings or friends to contribute to a longer product lifecycle.

The U.S. webshop will also feature Isbjorn’s AI chatbot named Bernard, who has reduced the brand’s European web returns by more than 50 percent since October 2019. Bernard will guide U.S. customers through sizes and garments, making the decision-making process straightforward and more accurate. Not being able to physically try on clothing prior to buying online has been a major problem for consumers, with many ordering several different sizes of the same garment and then returning the incorrect sizes. Bernard plays a critical role in the company’s commitment to reducing returns, waste and energy.

Frykman commented: “As we receive so many inquiries from parents in North America, it’s fantastic to now be able to offer our products to customers in the U.S. and Canada. It is definitely one of the most pivotal moments for our company especially at a time when, I believe, humanity will change, and being outdoors will be appreciated more than ever before.”

She continued: “Isbjörn is the antidote to fast fashion – we are a slow lifestyle brand and company. 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. We’re looking forward to building long term relationships with our new North American customers while ensuring young outdoor adventurers experience the most durable and sustainable outdoor gear.”

Photo courtesy Isbjörn