List of products by brand ICEBUG

Icebug was founded by a mother and son in 2001 and is still an independent, privately owned company.

When we started the company, our business idea was to sell shoes with dynamic steel studs for good traction. The idea was that the shoes—in addition to keeping feet warm and dry—would save people from the biggest problem of winter: slipping.

At first, no one believed in us. Industry peers said our product wasn't relevant enough, and no one thought we would survive in the long run.

The wow factor saved us.

Even today, the wow factor is our greatest asset. Putting on shoes with any of our grip technologies—the dynamic steel studs on ice, RB9X rubber on wet rocks, or tractor tread in mud—and experiencing traction where you expected to slip is simply unique.

Our wow factor makes our customers love Icebug and happily recommend our products to their friends. With that foundation, we have created shoes with grip as a separate product category, step by step.

Icebug makes shoes that make it easier for people to get out into nature, and for us to continue to exist, we are directly dependent on the well-being of the world around us. At Icebug, all materials and components in each shoe are constantly reviewed to see if they can be replaced by something that—without compromising functionality—is better for the environment.

When we find a suitable solution, we are happy to share it with others. Through our Follow The Footprints initiative, anyone can follow our entire production chain to see what components a product contains and where it is produced. Sharing what others classify as trade secrets may seem controversial, but it is natural for us. If we get other brands to reduce their climate impact by sharing our insights and discoveries, it benefits the whole society—and then it is the right thing to do.

One of Icebug's most important tasks is getting people outdoors. We manufacture products that make it easier to get outside, but we also organize various activities that make it happen. Under the umbrella name Icebug Xperience, we do things we think are fun and invite others to participate – and we do it on a level where everyone feels included and welcome to participate.

For example, on weekdays, we have open lunch runs in the forest outside our office in Jonsered. The Frozen Lake Marathon is the ultimate winter running experience and the three-day event West Coast Trail is where people from all over the world come to run or walk the rocks of Bohuslän for three days.