Anti Black Friday

Today, the world competes to see who can consume the most. That’s not something we want to be a part of – we believe in only buying what we truly need and can use for a long time. But people still need really good shoes, so we want to take the opportunity to do something truly meaningful. During Black Friday 2025, all revenue from Icebug’s online store and physical stores in Stockholm and Gothenburg will go to organizations dedicated to protecting nature.

Since 2020, we have donated more than 1 470 000 USD through 1% for the Planet, of which 367 500 USD has been generated by our Green Friday initiative.

Organizations we support

Icebug supports the following organizations continuously — and especially now, during Black Friday. In doing so, we make things a little more Green Friday and a little less Black Friday. In the long run, that benefits us all.

Sweden – WWF

WWF is one of the world’s largest conservation organizations. They work to protect biodiversity, reduce climate impact, and ensure that natural resources are used sustainably.

Sweden – Skydda Skogen

Skydda Skogen is a non-profit organization working to protect old-growth forests and other valuable forest environments. Their work focuses on preventing the logging of natural forests and pushing for stronger protection.

Sweden – Naturarvet

Naturarvet is a foundation that purchases old forests to protect them forever. By allowing the forest to remain untouched, both biodiversity and vital ecosystems are preserved.

USA – Conservation Lands Foundation

In the USA, we support the Conservation Lands Foundation, an organization working to protect and care for public natural lands. They focus particularly on preserving 38 million hectares of wilderness — home to unique species, important ecosystems, and some of North America’s most spectacular landscapes.

Norway – Naturvernforbundet

In Norway, we support Norges Naturvernforbund, also known as Naturvernforbundet, the country’s oldest environmental and nature conservation organization, founded in 1914. Naturvernforbundet addresses a wide range of environmental and nature conservation issues, with a particular focus on areas such as conservation, climate change, energy, and transportation.

Finland – Finnish Natural Heritage Foundation

In Finland, we support the Finnish Natural Heritage Foundation, a non-profit organization working to protect old-growth forests. Only four percent of forests in the southern half of Finland are legally protected, which makes the foundation’s primary goal especially crucial.

Canada – Canadian Parks and Wilderness Society (CPAWS)

In Canada, we support the Canadian Parks and Wilderness Society (CPAWS), the country’s only charity dedicated to protecting public lands, freshwater, and oceans.

Six years of Anti Black Friday

2024

We set a new record and were able to donate one million SEK to the environmental movement!

Among other things, the funds went to Naturarvet and Skydda Skogen here in Sweden. Naturarvet acquires and protects forests forever, while Skydda Skogen maps the areas most in need of protection.

The 2024 effort supported Djupsjöån’s old-growth forest — a valuable area of forests, wetlands, and aquatic environments that together form a unique ecosystem worth preserving for the future.

2023

We donated all sales to protect Ekås old-growth forest in Halland. This beautiful carbon-storing forest, rich in oak and beech trees, includes a significant portion of ancient hardwood forest. It’s home to black woodpeckers, common swifts, red foxes, and in the summer, you can hear the beautiful song of the Eurasian wren.

2022

In 2022, Icebug customers helped protect six hectares of old-growth forest in Söderboda on Gräsö. This forest can store 50 tons of CO2 annually and is a biodiversity hotspot. Around 100 species important for conservation have been recorded here, 50 of which are on the red list. White-tailed eagles are also found in the area.

2021

In 2021, we donated SEK 700,000 to three organizations: SEK 500,000 to Naturarvet, SEK 109,000 to One Tree Planted in the USA, and SEK 100,000 to Naturvernforbundet in Norway.

Read more about One Tree Planted here.

Read more about Naturvernforbundet here.

Read more about Naturarvet here.

2020

In 2020, we donated SEK 370,000 to Naturarvet, a non-profit organization working to preserve and protect old-growth forests.

Read more about Naturarvet here.

2019

In 2019, we donated a pair of shoes to Hej Främling for every pair sold during Black Friday. Hej Främling is a non-profit organization working for social inclusion and health by offering open and free activities for everyone.

Read more about Hej Främling here.

Read more about Icebug's partnership with Hej Främling here.

We use our business to do good

At Icebug, we’re committed to making better shoes that help you get out every day – no matter the conditions. Also, we have decided to change our industry by taking responsibility for our footprint. Our goal is to make footwear with great durability, low CO2 emissions and respect for people and planet. Part of the money that you invest in us, we give back to the planet by donating to organizations that, for instance, work to preserve old-growth forests.