Green Friday

Anti Black Friday

Today, the world is competing to see who can consume the most. We don't want to be part of that – we believe in only consuming what we really need. But people still need quality shoes, so we want to take the opportunity to make something great.

During Black Friday, all of our sales will go directly to Naturarvet, which works to preserve Sweden's last old-growth forests. This way, it will be a little more Green Friday and a little less Black Friday. We all benefit from that in the long run.

THIS YEAR WE'RE DOING IT AGAIN - WITH YOUR HELP!

This Black Friday, we are donating all sales to be able to protect more forests on Gräsö, in Uppland. This is an area we were already involved in and helped to buy in 2020. Now, the area is to be expanded with Fågelskärsudden, a carbon dioxide-absorbing old-growth forest in a real hotspot for biodiversity. Several species need protecting here, including 50 red-listed bird species, and there are also sea eagles in the area again! Of course, we have to help - right? ❤️

''Today, only a few percent of the Swedish forest can be considered an unprotected old-growth forest. More old-growth forest is felled each year than is protected. Natural heritage works to protect the last forests before it is too late.\"

🌲 NO TIME TO LOSE.

NATURAL HERITAGE, ICEBUG, AND YOU.

The fundraising foundation Naturarvet aims to buy old-growth forests that need to be protected. Anyone can contribute to protecting old-growth forests through various types of donations. Icebug has cooperated with Naturarvet for several years. We are already involved in protecting forests on the island Gräsö and in Risveden, just a few miles away from our head office in Jonsered.

LAST YEAR'S BLACK FRIDAY: Almost 18 hectares were preserved in Frostviken's old-growth forest in Jämtland, thanks to Icebug's customers. By contributing to Natural Heritage, we can protect natural forests close to the mountains east of Stor-Blåsjön, north of Gäddede. The area includes part of Ullersjöbäcken with rushing water, including a stream that runs through the area. It is otherwise a mountain full of natural forest. There are orchids in the streambeds, and deer thrive in the forests. In the adjacent Stor-blåsjön, little terns can be found on islands and beaches.

''The forest is Icebug's home ground and it's where we do the things we love. Of course we will then do what we can to protect it.''

TOM NILSSON, CO-CEO AT ICEBUG

HELP FIND FORESTS!

The natural heritage encourages people to look for areas of old-growth forests - so that there will be a chance to save them. This is a time-sensitive matter. How do you know if you have found the right type of forest? Check here to learn, then go out and look. https://naturarvet.se/gammelskog/om-gammelskog/

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