Isbjörn SS21: focus on sustainability and longevity
Technical outdoor kidswear brand Isbjörn of Sweden is updating its SPF50+ Sun collection with recycled nylon, while eschewing the tradition of launching ever new products.
As part of the brand’s ‘Green@Heart’ initiative, Isbjörn isn’t adding new products to its new collection but rather updating some colours and sustainability elements.
The company said it believes in the longevity of its products.“Our indisputable offering of outstanding durability is our silver bullet and it is quite humbling to hear stories from our consumers, who are still sharing and reusing products after many years. Doubling the lifespan of a garment reduces its impact by half — and counting,” said Maria Frykman Forsberg, founder and CEO.
Made for SS21, the range will be made with a durable blend of recycled nylon (87%) and elastane bluesign-approved fabric (13%). The range also includes Tencel tees, from 100% natural fibres (80% Tencel and 20% Merino wool) and technical trousers made from Cordura.
Ms Forsberg said she was pleased to update the Sun range with recycled Nylon “without impacting on performance, which is something we’ve been aiming for”.
