Maria Frykman, CEO of Isbjörn of Sweden: “In order to achieve reducing our CO2 emissions by at least 50% by 2033 and becoming net zero by 2045, we need to be fully circular. As well as using only recycled or biodegradable materials and working with renewable energy, becoming completely PFAS-free has also been a key objective for Isbjörn. We’ve worked with The Rudolf Group for many years and its Bionic-Finish ECO fluorocarbon-free hydrophobic treatment has been an integral part of our outer products. By now also using only PFAS-Free YKK zippers, we can confirm all our products from Fall/Winter 2023 onwards will only use materials that do not release harmful fluorocarbons into the atmosphere.”

Making premium and functional clothing and accessories for future outdoor adventurers, with nature’s wellbeing always front of mind, is Isbjörn’s DNA. Durability and longevity is at the heart of every product, which is designed to withstand wear and tear over many years, even decades, and be passed down to younger siblings and friends.

Maria is only too aware that the fashion industry is a major contributor in the rise of global greenhouse emissions: “Being part of the outdoor and fashion industries, we have to do all we can to ensure the planet is still there to be enjoyed by future generations. This is why we’ve set our ambitious sustainability pledges, with a roadmap that makes a contribution to the UN’s 2050 1.5 degree Climate Commitment.”