ISBJÖRN changes logo in order to attract a broader audience

Starting with the spring and summer collection 2016 ISBJÖRN increase its investment further into the junior segments. ISBJÖRN has decided to streamlines its logo in order to attract an older audience. ISBJÖRN sells functional clothing for children between 0- and 14 years of age.


– We clearly see that the older kids would rather be without the polar bear on the garments, says CEO Maria Frykman Forsberg. Therefore, we will streamline the logo to attract the older kids in the junior segment. We have also started to divide the collection into three parts – Baby, Kids and Junior. The collections for Kids have completely different cuts and designs than the Junior. The actual polar bear as a symbol will appear on garments in baby and kids range along with the word ‘ISBJÖRN’. But on Junior garments only the word “ISBJÖRN” will be visible. We will invest heavily in our junior segment in the future to meet the demand we see on the quality and sustainability of the market, even with older children.

Examples of pieces that focus on junior is a new jacket ideal for intense activities such as running and cycling – High Activity Jacket and shorts. An ultrathin garment that is easily packed, soft, stretchy and adapted with reflectors which are important when cycling, for example. Another great news is the Offpist Jacket coming fall/winter in 2016.

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For more information, please contact us:
Maria Frykman Forsberg, ceo, ISBJÖRN of Sweden,
ph: 076-2244890
Magdalena Höglund, ISBJÖRN of Sweden/Highland PR,
ph: 0733 338840

ABOUT Isbjörn of Sweden
ISBJÖRN of Sweden is a Swedish outdoor and ski brand offering the best technical, functional clothing for children aged 0-14 years in the categories baby, kids and junior. The company’s vision is to provide durable and sustainable clothing in environmentally friendly materials which match the quality of the premium brands for adults. ISBJÖRN of Sweden was founded in 2005 and today has over 250 retailers all over the world.

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About ISBJÖRN of Sweden

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.
Production of 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.

Västra Finnbodavägen 2
131 30 Nacka