Welcome to the world of Icebug
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Icebug started with a simple idea: people should be able to move with confidence, regardless of weather or terrain.
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World-leading traction. Lower climate impact. More people in motion.
Icebug was founded in 2001 by a mother and son, and to this day remains an independent, privately owned company
It all started with slippery conditions. With icy sidewalks, uncertain footing, and people limiting themselves for large parts of the year. Somewhere along the way, the idea was born that traction is not only about function – but about freedom.
Today, we develop shoes for winter roads, forest trails, wet rocks, and city streets. But also to help more people get outside more often. We believe in products that last long, perform for real, and leave a smaller footprint on the planet.
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Eliza och David, mor och son-duon som grundade Icebug
No one believed in us
They were wrong
When Icebug started, no one believed in the idea. Traction was not seen as something people would choose shoes for. Industry colleagues said our product was not relevant enough, and no one believed we would survive in the long run. At the same time, talking about responsibility, sustainability, and climate impact certainly did not make us seem more obvious in the industry.
But we kept going.
Because when people experience truly great traction, something happens. Movement changes. The body relaxes. You dare more without even thinking about it. And when you no longer have to worry about the ground beneath you, suddenly more opportunities open up to move freely – all year round.
When we started the company, our business idea was to sell high-traction shoes with dynamic steel studs. The idea was that the shoes, besides keeping feet warm and dry, would save people from winter’s biggest problem – slipping.
The wow factor
Traction is something you ideally should not have to think about
The best feeling is often when nothing happens.
When your step lands naturally.
When your body trusts the ground beneath you.
When you move naturally without tensing up.
That is why we spend so much time focusing on traction. Whether it is icy winter mornings, slippery rocks, rain-soaked docks, or loose forest trails, the goal is always the same: to create shoes that let you focus on the experience instead of the surface beneath you.
The wow factor saved us
Even today, the wow factor remains our greatest strength. Putting on shoes with one of our traction technologies – the dynamic steel studs on ice, the RB9X rubber on wet rocks, or the tractor-inspired tread in mud – and experiencing grip where you expected to slip is simply something unique.
Our wow factor is why customers love Icebug and happily recommend our products to friends. With that as our foundation, we have gradually built shoes with traction into an entirely new product category.
More people in motion
One of Icebug’s most important missions is to get more people out into nature. We create products that make it easier to get outside, but we also regularly organize activities that actually make it happen. Under the name Icebug Xperience, we do things we genuinely enjoy, invite others to join, and make sure it all happens at a level where everyone feels included and welcome to participate.
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West Coast Trail
We depend on a functioning natural world
Icebug creates shoes that make it easier for people to get out into nature, and in order for us to continue to exist, we are directly dependent on the world around us staying healthy.
If people are to continue running through forests, hiking along coastlines, and moving outdoors year-round, we also need to take responsibility for our impact.
We do not believe sustainability is something you can add on top of a company afterward. For us, it needs to be part of how products are developed, how the company is run, and how decisions are made along the way.
We want to create shoes that last long, perform for real, and have less impact on the planet. Not because we are perfect. But because we believe it is necessary.
Read more about why we believe there is no such thing as “green shoes.”
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Transparency over perfection
We constantly test every material and component in each shoe to see whether it can be replaced with something that – without compromising function – is better for the environment.
We do not believe in presenting ourselves as perfect. But we do believe in being open about how our products are made, which materials we use, and the impact they have. That is why we show the climate footprint, materials, and factories behind every shoe through Follow the Footprints.
We work to reduce the use of virgin fossil-based materials, increase the share of recycled and bio-based alternatives, and develop products with long lifespans.
We say no to flying shoes home and work to reduce climate impact throughout the entire value chain.
All our shoes are manufactured in Vietnam, where we work closely with our factories on working conditions, wages, and long-term improvements.
We are members of Fair Wear Foundation and believe transparency and knowledge sharing are important parts of driving progress forward.
Read more about how we view fair working conditions, sustainability, and transparency.
Want to work with us?
Our headquarters are located in Jonsered, just outside Gothenburg, and our Icebug Stores are located in central Gothenburg and Stockholm. We also have an office in USA.
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