Brands and advertisers have been very skilled in making us associate luxury with things like big cars and long-haul flights. But what happens if we start to think differently?

The vast old-growth forests are rapidly being clear cut.
Despite organizations like the Swedish Society for Nature Conservation, individuals, and researchers sounding the alarm, many large forest owners and the government continue to turn a deaf ear.
Against this backdrop, Icebug presents a guide to Sweden's, perhaps the world's, most exclusive destinations: forests that you must experience before they are cut down.

Icebug Luxury Guide

Luxury for us

See the reality.

Do you want to know more about where the old-growth forest and other valuable forest areas can be found? And perhaps see if the forest where you grew up is about to be cut down? Take a look at Skydda Skogens monitor! This map shows a lot — and it’s actually kind of scary to see.

https://www.skogsmonitor.se/kartan

Icebug in collab with Naturarvet

For several years, Icebug has supported Naturarvet – a foundation that buys old-growth forests and preserves them for all time. We do this because we love real forests, and because they are vital to fight climate change. So far we have donated approximately 230 000 Euro which has helped preserve 31 hectares and store 154 tonnes of CO2e. The forests names are  Kantekarna Skarnhålan,  Svartsundet, Ullersjöbäcken, Kalvgrundet  and Ekås.

We couldn’t have done this without our community. Over the years, our take on Black Friday has been to sell items at full price and donate the entire sum to Naturarvet. The fact that our users have chosen to shop from us, despite no discount, is a great proof that we’re not the only ones in favor of real, natural forests!

Increase your luxury consumption!  

"We all need to consume less", is a common truth.
And yes, to some extent, that's true. Luxury consumption, as we know it, with everything from private jets to heli-skiing via fast fashion and everyday overconsumption, contributes to climate change.

We definitely need to cut back on some things, but again: what if we redefine what luxury consumption is? Then maybe, in fact, we can consume more! Living sustainably isn't about living poorly, quite the opposite.

Luxury consumption for us: 

At Icebug, we define luxury consumption as rich experiences you can enjoy without leaving a significant carbon footprint. It's about close adventures in nature, having time for each other in everyday life, and living in a way that doesn't result in personal climate anxiety. 

There are no green shoes. All production comes with a cost to the climate – but we do our best to influence in a positive direction and we do it with full transparency. 

We are members of FairWear Foundation to guarantee fair working conditions. We donate 1% of our sales to environmental organizations and projects. We are radically transparent via Follow the Footprints and we never use inbound airfreight. 

But most importantly: we make products that we believe will help you enjoy a healthier, more sustainable lifestyle. 

Do you want to read more about this?

Here are some interesting articles.
Please note that they are in Swedish.

https://www.aftonbladet.se/debatt/a/GMolOJ/19-skogsforskare-sveriges-skogsbruk-ar-inte-hallbart-ministern

https://www.mitti.se/nyheter/huddinge-kan-fa-nationalpark--efter-unikt-fynd-6.3.135633.0a02fde7b9