Unless we close our eyes real hard, we know that we need to take action immediately not to put ourselves, all humans and the rest of the planet in extreme jeopardy



The starting point is simple: You can’t save the planet by buying Icebug shoes. Consumption consumes resources. But if you need a pair of shoes, we’re doing what we can to reduce the environmental damage, and choosing a better option sends a signal to the entire industry. The other side of the coin is maximizing positive impact. On the personal, societal and planetary level. Our purpose is to inspire and empower people to get outdoors, connecting with nature and getting healthier. To explore how we can develop good work and life, where people develop to fulfill their potential. And to be a change maker that drives the entire footwear industry to become less dirty.

In 2019, Icebug became the first “climate positive” outdoor footwear brand. From 2020 onwards, we offset all carbon emissions caused by 200%, also covering historical emissions since the start in 2001.

2019: Icebug is now climate positive

Our mission
Icebug’s mission is to be a leader in transforming the industry, and indeed business as such, to become fully sustainable. That’s a tall order for a small independent Swedish brand in a dirty business. It will require cleaning up our act properly, sharing and co-operate on how it can be done, and make it easier and more fun to make better choices.

Our pledge: Climate positive 2020
To get maximum effect we’re focusing on minimizing negative impacts of making our products, while still making sure that we’re making things which people really need and that they will last a long time. And then what’s left of CO2 footprint we will off-set with a surplus. Our pledge: Climate positive 2020.

We want your input
We’re not perfect, but we can’t wait with talking about what we plan to do until we are. We will be transparent about success and shortcomings – just ask. It’s time to hold us (and others) accountable, and this part of our website is meant to develop. Your input on what you want us to talk more about or dig deeper in will help us make it useful for real.

If we can prove to other giants in the industry that this is actually good for the business, then we have made a real impact. Learn more at