A Partnership That Goes Beyond Footwear

We are thrilled to announce our exciting partnership with Swedish footwear brand Icebug, a company renowned for its world-leading traction and continuous innovation in footwear technology.

Icebug has consistently been a trailblazer in the industry, pushing boundaries with their revolutionary BUGrip soles featuring integrated dynamic steel studs, transforming how individuals navigate various terrains, even the most treacherous ice. Yet, Icebug’s commitment to disruption extends far beyond its exceptional product offerings. They are dedicated to leading the charge toward climate-responsible footwear production.

Icebug has launched a groundbreaking initiative to assist other, often larger, brands in transitioning manufacturing facilities to rely on clean, renewable solar energy. This demonstrates their unwavering dedication to reducing the carbon footprint of the industry as a whole. In the same spirit of environmental stewardship, Icebug has made their Forest Stewardship Council (FSC®) certified source of natural rubber accessible to other companies. By doing so, they encourage and inspire low-impact production practices that extend well beyond the confines of their own factories. This initiative promotes sustainability and helps reduce the footwear industry’s reliance on fossil fuels.

This partnership has allowed POW Europe to demonstrate a commitment to addressing climate change and promoting sustainability. Icebug’s vision and engagement are strongly aligned with POW. The donations from this partnership have gone towards towards funding the response to the 2040 EU Climate Target campaign, POW Europe has been actively participating in leading a comprehensive and influential response.

Furthermore, the significant development of a white paper submitted to the EU Commission for POW Europe. This detailed document represents partners within the outdoor industry who call for the next five years of EU decision-making to continue to pioneer the transition to circular economies based on socio-ecological-oriented policies and legislation to safeguard the future of the European Union. This input reflects the commitment to advocate for systemic change.

In addition to these initiatives, POW Europe has been developing the European Climate Dialogue, contributing insights and perspectives to meaningful discussions on climate-related challenges and solutions. First trialled with Protect Our Winters Germany as part of the Bavarian Elections these high-level discussions allow POW to be a driving force in influencing policy decisions that align with the values of Protect Our Winters and the broader environmental community.

We invite you to keep a close eye on this remarkable Swedish brand, as they are committed to making a positive impact that extends far beyond their own business. Together, with Icebug, we are taking significant steps towards a more sustainable and responsible future for outdoor footwear.

Read about Icebug’s exceptional gear and their pioneering work in climate responsibility here.
Also, please take a look at Icebug’s UN Climate Transition Plan for 2023.