Anti Black Friday
Anti Black Friday
Icebug CEO David Ekelund on What Black Friday Means to Icebug
Anti Black Friday
Today, the world competes to see who can consume the most. That’s not something we want to be a part of – we believe in only buying what we truly need and can use for a long time. But people still need really good shoes, so we want to take the opportunity to do something truly meaningful.
During Black Friday 2024, all revenue from Icebug’s online store and physical stores in Stockholm and Gothenburg will go to organizations dedicated to protecting nature.
Naturarvet and Skydda Skogen
In Sweden, we have once again chosen to support Naturarvet, an organization that purchases old-growth forests and permanently protects them from logging. We have also chosen Skydda Skogen, which maps Swedish forests to identify those that are most in need of protection.
Djupsjöån’s Old-Growth Forest
The forest we’re helping Naturarvet protect in 2024 is Djupsjöån’s old-growth forest. This area is a biodiversity hotspot, featuring highly valuable ecosystems such as forest environments, wetlands, and water habitats.
International Organizations
In addition to our work with Skydda Skogen and Naturarvet in Sweden, Icebug continuously supports the following organizations, particularly now during Black Friday. This way, Black Friday becomes a little more Green Friday. And in the long run, we all benefit.
Norway – Naturvernforbundet
In Norway, we support Norges Naturvernforbund, also known as Naturvernforbundet, the country’s oldest environmental and nature conservation organization, founded in 1914. Naturvernforbundet addresses a wide range of environmental and nature conservation issues, with a particular focus on areas such as conservation, climate change, energy, and transportation.
Finland – Finnish Natural Heritage Foundation
In Finland, we support the Finnish Natural Heritage Foundation, a non-profit organization working to protect old-growth forests. Only four percent of forests in the southern half of Finland are legally protected, which makes the foundation’s primary goal especially crucial.
Canada – Canadian Parks and Wilderness Society (CPAWS)
In Canada, we support the Canadian Parks and Wilderness Society (CPAWS), the country’s only charity dedicated to protecting public lands, freshwater, and oceans.
Five Years of Anti Black Friday
2023
We donated all sales to protect Ekås old-growth forest in Halland. This beautiful carbon-storing forest, rich in oak and beech trees, includes a significant portion of ancient hardwood forest. It’s home to black woodpeckers, common swifts, red foxes, and in the summer, you can hear the beautiful song of the Eurasian wren.
2022
In 2022, Icebug customers helped protect six hectares of old-growth forest in Söderboda on Gräsö. This forest can store 50 tons of CO2 annually and is a biodiversity hotspot. Around 100 species important for conservation have been recorded here, 50 of which are on the red list. White-tailed eagles are also found in the area.
2021
In 2021, we donated SEK 700,000 to three organizations: SEK 500,000 to Naturarvet, SEK 109,000 to One Tree Planted in the USA, and SEK 100,000 to Naturvernforbundet in Norway.
Read more about One Tree Planted here.
Read more about Naturvernforbundet here.
Read more about Naturarvet here.
2020
In 2020, we donated SEK 370,000 to Naturarvet, a non-profit organization working to preserve and protect old-growth forests.
Read more about Naturarvet here.
2019
In 2019, we donated a pair of shoes to Hej Främling for every pair sold during Black Friday. Hej Främling is a non-profit organization working for social inclusion and health by offering open and free activities for everyone.
Read more about Hej Främling here.
Read more about Icebug's partnership with Hej Främling here.
Black favorites
We use our business to do good
At Icebug, we’re committed to making better shoes that help you get out every day – no matter the conditions. Also, we have decided to change our industry by taking responsibility for our footprint. Our goal is to make footwear with great durability, low CO2 emissions and respect for people and planet. Part of the money that you invest in us, we give back to the planet by donating to organizations that, for instance, work to preserve old-growth forests.
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