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Guiding Principles

Everything can’t be fixed at once. It’s a marathon consisting of sprint after sprint

At Icebug, we base our understanding of sustainability on the four principles of the Natural Step. In a sustainable society, nature is not subject to systematically increasing…

1. Concentrations of substances from the earth’s crust
2. Concentrations of substances produced by society
3. Degradation by physical means
4. And in that society, there are no structural obstacles to people’s health, influence, competence, impartiality, and meaning

As basic rules, those are easy enough, but applying them to everyday actions is, of course, more difficult. The good news is that the more you learn, the more fun it gets!

Icebug is a good example of that. We were not founded as a sustainability project, but with the mission to empower people to a happier and healthier life, by inspiring and enabling them to be more active outdoors (specifically by solving the problem of slipping). Even when if zooming in only on the environmental aspects of the products, performance footwear is very complex, where one shoe can have over 50 different components and global supply chains that run over 5 steps deep.

So sustainability for performance footwear is complexity raised in two. Everything can’t be fixed at once. It’s a marathon consisting of sprint after sprint.

It’s also not an excuse not to break it down and make it easy to understand as possible. The starting point is very simple: You can’t save the planet by buying Icebug shoes – or any other product for that matter. Consumption consumes resources. But if you indeed need a pair of shoes, we’re doing what we can to reduce the environmental damage (no consumer goods are really environmentally friendly).

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Icebug make shoes that save the world from slipping - raising the bar for sustainability in the industry and making it easier to get outdoors.

Fabriksstråket 35, 433 76 Jonsered, Sweden|+46 (0) 31-81 70 90|

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