Get access to everything we publish when you sign up for Outside+.
Sweden’s premium and sustainable outdoor kidswear brand, Isbjörn of Sweden, is to launch in US retail for the first time this autumn, as Backcountry debuts the brand in North America from Fall Winter 2021/22 season.
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, aligns perfectly with Backcountry’s strong environmental and social responsibility ethos. 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.
Isbjörn’s range of ski and outdoor apparel will be available from backcountry.com from September 2021. Both companies share a strong belief that growing up in the outdoors from a young age is a lifestyle not a trend.
For Isbjörn, ‘Reuse’ and ‘Reduce’ is also top of the agenda, with features such as grow cuffs, which add 3cm to arms and legs of garments, and sustainable materials that are designed to last. Each product can then be handed down to younger siblings or friends many times over.
Maria Frykman, CEO of Isbjörn of Sweden, commented: “Our exciting partnership with Backcountry and entry into US 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.”
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 working closely with the team at Backcountry to equip the adventurers of tomorrow across the US, so they can enjoy skiing and exploring nature in safety and comfort, while looking pretty stylish too!”
Jaclyn Onderko, from Youth Apparel & Footwear at Backcountry, commented: “Backcountry’s mission is to connect people of all ages to their passions in the outdoors, by supplying the best gear, knowledge and inspiration needed to chase down life’s greatest moments. 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 US.”
For further information, please contact Sue Reay at East River PR, Tel: +44 1913759067 or email firstname.lastname@example.org
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.