Interview with Protect the Forest

Every year, Icebug donates at least 1% of its sales to various environmental organizations and projects. Among our newest partners is the association Skydda Skogen (“Protect the Forest”), an organization fighting to preserve Sweden’s old-growth forests. One of their employees is forest biologist Sebastian Kirppu.

Tell us about your work!

The core of Skydda Skogen’s mission is to spread knowledge about the ecological state of the forests and, in doing so, push for increased forest protection—something essential for forest ecosystems, biodiversity, and the climate. It’s also beneficial for humanity’s future. Our work also involves identifying forests with high conservation value and reviewing how well Swedish forestry companies comply with legal requirements and environmental certification standards.

What can a typical day look like for you?

My workdays can vary a lot. But during the field season, I spend much of my time surveying forests. I check whether forestry companies are following the laws and regulations that apply to forest management. I also help Sámi communities survey forests that are important reindeer-grazing areas, giving these forests a greater chance of being preserved if they hold high biological value. When I’m not doing field surveys, I give lectures and courses, and I guide journalists and the public through forests with high conservation value, explaining their ecology.

Last year, our customers contributed SEK 250,000 – how has that money been put to use?

Icebug’s customers have enabled Skydda Skogen to work together with Sámi communities in the north, helping them preserve their cultural heritage of reindeer herding. At the same time, surveys of their grazing forests have revealed high biological values, making these environments extremely important to protect for the future.

The biggest achievements this year have likely been that several forests were not logged after our surveys, and that the campaign “ForestSCAndal” was launched—leading, for example, Nestlé to stop purchasing paper from Swedish forestry companies because those companies were breaking laws and regulations and violating Sámi rights.

What will be most important for you and Skydda Skogen in 2026?

For me personally, next year’s work will involve continued monitoring of forestry companies, more surveys in Sámi reindeer-grazing forests, and more courses and lectures. It’s hard to name one single most important thing, but I would say that if more people get involved and care about the forest and its biodiversity, we’ll have a better chance of creating positive change.

So we welcome everyone who wants to do something good for forest biodiversity. Getting more people engaged in forest issues will likely be the most important task in 2026, which is also an election year—meaning environmental issues must be brought more clearly onto the agenda.

We use our business to do good

At Icebug, we want to make really good shoes that help you get outside every day, no matter the weather or season. Our goal is to change the footwear industry by taking responsibility for our climate footprint. We make shoes that last, with low emissions and respect for both people and the planet. Part of what you invest in us, we give back to the Earth – for example by supporting organizations that protect old-growth forests.