Sweden’s premium and sustainable outdoor kidswear brand, Isbjörn of Sweden will begin selling retail in the United States for the first time this autumn. Backcountry debuts the brand in North America from the Fall Winter 2021/22 season.
Founded in 2005 by new mothers Maria Frykman and Camilla Schmidt, Isbjörn is 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 and children live and play on, aligns 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 percent of its range using bluesign certified materials.
Isbjörn’s range of ski and outdoor apparel will be available from backcountry.com beginning in September. 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 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 be handed down to younger siblings or friends many times over.
Maria Frykman, CEO of Isbjörn of Sweden, said in a prepared statement, “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.”
