As part of its ongoing commitment to making the most sustainable outdoor clothing for kids of all ages, Isbjörn of Sweden will now offer the GuppyFriend washing bag in its web store to prevent any microfibres, from its fleece garments, from entering the waste stream.

GuppyFriend is a patented solution that is designed to filter out the tiniest microfibres released from textiles during the wash cycle, preventing them from entering oceans. The self-cleaning fabric bag is made from a specially designed micro-filter material, which collects the fibres for consumers to dispose of responsibly after washing. Its use results in fewer fibres breaking, hence extending the lifetime of the garment, according to the manufacturer.

Building on its already strong green credentials, Isbjörn of Sweden, who is an official bluesign System Partner, will now sell GuppyFriend washing bag, alongside its Autumn/Winter 2018 range, which is more than 90% bluesign product approved.

Isbjörn’s latest collection already uses many sustainable materials, such as the fluorocarbon-free water-repellent Bionic Finish ECO outer fabric and PrimaLoft Black Insulation – 100% PCR, which is made entirely from recycled plastic bottles.

“Our passionate team is dedicated to making our clothing and accessories the most durable yet sustainable available and we will do everything we can to stop microplastics from polluting our oceans,” commented Maria Frykman Forsberg, CEO of Isbjörn of Sweden.

“We feel so strongly about protecting the planet for the outdoor adventurers of tomorrow, that even the smallest fibres collected in the GuppyFriend washing bag from our fleece garments are a bonus, while we search for more sustainable and natural materials to use.”

Isbjörn of Sweden was founded in 2005 by Maria Frykman Forsberg and Camilla Schmidt, after they became mothers for the first time and discovered a gap in the market for high quality and comfortable outdoor garments for children.

www.isbjornofsweden.com