Sweden’s outdoor kidswear brand, Isbjörn of Sweden, will launch at retail in the U.S. through Backcountry.com for its FW/21/22 collection.
Isbjörn manufactures technical, sustainable outdoor clothing and accessories for children. The company’s ‘Green at Heart’ pledge aligns with Backcountry’s environmental and social responsibility platform. Isbjörn of Sweden was the first children’s outdoor brand to become a bluesign system partner, with more than 90 percent of its range using bluesign certified materials.
Isbjörn’s range of ski and outdoor apparel will be available from backcountry.com from September 2021.
‘Reuse’ and ‘Reduce’ is also top of the brand’s agenda, with features including grow cuffs, which add 3cm to the arms and legs of garments and sustainable materials designed to last so that each product can be handed down to the younger siblings or friends of kids wearing the clothing.
Maria Frykman, CEO of Isbjörn of Sweden, said: “Our exciting partnership with Backcountry and entry into U.S. retail, is 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. Backcountry is the perfect North American retail partner for us, as we share strong mutual beliefs and want to provide the best no-compromise products to protect young outdoor adventurers and their future planet.”
“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 working closely with the team at Backcountry to equip the adventurers of tomorrow across the U.S.”
Jaclyn Onderko, from Youth Apparel & Footwear at Backcountry, commented: “The chance to offer such an exciting, unique and relevant brand as Isbjörn of Sweden, to our active family shoppers and young outdoor enthusiasts, is a great opportunity for us. Our team of customer service Gearheads live and breathe the outdoors, and are looking forward to recommending Isbjörn’s truly sustainable, no-compromise products to families across the U.S.”
Photo courtesy Isbjörn of Sweden
