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ISBJÖRN of Sweden

Isbjörn of Sweden launches webshop in US and Canada

Truly sustainable outdoor kidswear brand available in North America for the first time

Scandinavia’s premium and sustainable outdoor kidswear brand, Isbjörn of Sweden, is opening its webshop in the US and Canada from June 2020. This is the first time North American customers have been able to purchase Isbjörn products.

Founded by new mothers Maria Frykman and Camilla Schmidt in Stockholm back in 2005, Isbjörn has been committed to making the most technical, yet truly sustainable, outdoor clothing and accessories for children of all ages. The company’s ‘Green at Heart’ promise to protect the planet children both live and play on, is reflected across its product range. Isbjörn of Sweden was the first children’s outdoor brand to become a bluesign® system partner, with more than 90% of its range using bluesign® certified materials.

The company’s webshop will give shoppers the chance to experience truly sustainable and no compromise outdoor clothing and accessories for their children. ‘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 that are designed to last. Each product is made to grow with each child, before being handed down to younger siblings or friends to continue to long product lifecycle.

The US webshop will also feature Isbjorn’s famous AI chatbot named Bernard, who has managed to reduce the brand’s European web returns by more than 50% since October 2019. Bernard will guide US customers through various 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. Isbjörn’s friend Bernard plays a crucial part in the company’s commitment to reducing returns, waste and energy.

Maria Frykman, Founder and CEO of Isbjörn of Sweden, commented: “As we receive so many enquiries from parents in North America, it’s fantastic to now be able to offer our products to customers in the US 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.”

Maria 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. They can enjoy skiing and exploring nature in safety and comfort, while looking pretty stylish too!”


For further information, please contact Sue Reay at East River PR, Tel: +44 1913759067 or email

Notes to Editors:

ISBJÖRN of Sweden was founded in 2005 by Maria Frykman Forsberg and Camilla Schmidt, after they became mothers for the first time and discovered a gap in the market for high quality and comfortable outdoor garments for children. The brand believes that all children are ‘Multisporters by Nature’ and should be allowed enjoy outdoor activities in all weather conditions, while remaining warm, dry and comfortable.

ISBJÖRN of Sweden garments use recycled materials and the company continuously strives to be as environmentally friendly as possible, while still producing long lasting, tough and premium quality garments which emulate adult styles and materials.

The brand is symbolised by the Polar Bear – the toughest animal on the planet.