Forget higher, further, faster. Swedish running-shoe manufacturer ICEBUG is taking a different approach: the young Gothenburg-based company has set itself the target of becoming fully sustainable and transparent. Since February 2019, ICEBUG has been the first climate-positive outdoor shoe brand – but that’s no reason to sit back and relax. 

It’s about the big picture. Not a shoelace, and not a single style. It’s about the complete shoe, the entire collection, the company as a whole. Of course, we could save the most resources by not manufacturing a product in the first place. But people who like to be out and about need good footwear. The ICEBUG alternative? Develop a shoe that embodies an exceptional level of sustainability work – work that minimizes the negative impact on the environment, while simultaneously maintaining high standards of comfort and durability.

The route to such a shoe isn’t always easy. Yet the vision of David Ekelund, co-founder, and CEO of ICEBUG, is infectious – and reaches beyond his own team. “We create products that people really need. We minimize negative production impacts, without compromising on function or durability. And we more than offset any unavoidable emissions.” Since the end of February 2019, the company has offset more emissions than it produces, making it the first climate-positive outdoor shoe brand in the world. The full 2020 collection sets itself apart by its holistic approach:

  • Resource-saving processes
  • Recycled and natural materials (wherever possible)
  • Climate positive
  • Traceable


All the synthetic materials used in the uppers of our shoes are made from recycled polyester. The outsoles make use of recycled rubber, and the solution-dyeing process enables water consumption to be reduced by up to 45% in production. What’s more, uppers and inner linings are 100% bluesign and OEKO-TEX® certified. New for the 2020 season is the innovative DriTan tanning process, which requires significantly less water than conventional tanning processes.

This commitment makes ICEBUG the current ‘best in class’ for sustainability among outdoor and running-shoe manufacturers. Unique traction technology, combined with successful efforts to minimize our environmental footprint. Find out more at:

About Icebug

Icebug is a Swedish shoe company that back in 2001 started to challenge the global footwear giants with new innovative traction technologies. The reason why Icebug started was the frustration of having to choose between slipping or saying no to outdoor activities because of the risk of slipping. Icebug traction technologies enable people to enjoy outdoor activities all year around, no matter the conditions.

Icebug (HQ)
Fabriksstråket 35
433 76 Jonsered