Product innovation

This boot is made for walking: The last and sole of the "Solus" model are shaped for long walks in the snow. The boot provides everything a winter shoe needs: water-repellent properties, fleece lining and with the MICHELIN Winter Compound a sole that cuts a good figure both in light winter use and in autumn.
With shoes providing a sure footing for all types of outdoor activities, Swedish brand ICEBUG appeals to more than just extreme runners. talked with CEO David Ekelund about the unique selling point of the shoes with the ice bug logo. He also explains how the retail sector profits from ICEBUG innovations.