ICEBUG: Follow the footprints

follow the footprints


Follow the Footprints

Design: Maria Munther, sustainability manager Icebug and TrusTrace
Category: Footwear
Product material: Hang tags, label on shoe, shoe box label that leads to a website.

Statement from the jury:

How wonderful would it be if a consumer could check the sustainability claims that any manufacturer makes? The Swedish shoe manufacturer Icebug has the answer in the “Follow the Footprint” concept. For this, Icebug teamed up with the Swedish traceability system TrusTrace. “The concept is very user friendly”, one jury member stated. Take your smartphone, scan the QR-code on the Icebug shoe box and the consumer gets all the information on: the CO2 footprint, the percentage of recycled material and the percentage of the biobased materials that are used in the product. It also shows the product journey. With Follow the Footprints a new step has been made in the traceability of sustainability claims. Hopefully this platform will be replicated by many more!


Making key sustainability claims checkable - to our best knowlegde the first time for a performance footwear brand.


Starting from the product (and for all products in the Icebug range), Icebug make the key sustainability indicators available in a transparent and traceable way, trying to stay as true as possible to measuring real impact:

- CO2 footprint
- % recycled material (weight based for entire product)
- % biobased materials (weight based for entire product)

They also open their supply chain - at least Tier 1-3 factories from the start - to earn trust with transparency and traceability.


In store: With a smart phone, the key sustainability indicators and the supply chain will be at the fingertips for a customer, scanning the QR-code on the product or the shoe box.
Online: The KSI and supply chain will be accessible by clicking a link.


The Icebug highlights includes being the first climate positive outdoor footwear brand (according to the UNFCC) and being the first outdoor footwear brands that is a 1% for the planet member. And with this concept they could be the first outdoor brand to publish climate footprint in combination with supplier traceability, for all their styles.

Available in stores: With QR codes on all products from August 2021. By link for all products from March 2021.


Take a photo of the QR code with your phone to see the footprints of the style.