Press Releases

Isbjörn continues ‘slow fashion’ pledge for FW21

Award winning Penguin Snowsuit still going strong after 14 years

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Launching new products every season is not a priority for durable and eco-conscious outdoor kidswear brand, Isbjörn of Sweden, now available in the US and Canada. Instead, the company continues its uncompromised commitment for Fall/Winter 2021, to use only the most sustainable fabrics and manufacturing processes, only fine-tuning existing products to make them even more sustainable and durable.

One great example is Isbjörn’s highly-durable, yet sustainable, Penguin Snowsuit which was recently awarded the coveted Bäst-i-Test (Best in Test) for a record seventh consecutive year. Since its launch back in 2007, bluesign® approved Penguin Snowsuit is once again a key highlight of Isbjörn’s 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 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 of Sweden’s multi award-winning Penguin Snowsuit

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, Isbjörn of Sweden

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 Fall/Winter 2021 collection. Other highlights include its impressive Teen range, which has grown by 37% since its first launch back 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.”

No compromise on adult design: Isbjörn’s 3-layer Expedition range in action

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 the most sustainable 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.

#slowfashion #durability #truesustainability