Ninyes interviewed Maria Frykman, pictured right, the Co-founder and CEO of Isbjörn, the Swedish kidswear brand that crafts responsible outdoor gear for kids who are born to explore.
Q: Could you tell us a bit about yourself and your role at ISBJÖRN?
I’m one of the two founders of ISBJÖRN and have been the CEO since day one. My focus has always been on building the brand, the team, and driving product and business development.
Q: How did ISBJÖRN get started?
In 2005. It began with a passion for the outdoors with kids and a clear gap in the market for functional outdoor clothing for babies and children. The market for functional outdoor clothing has really grown since then, but I believe we were one of the pioneers 😊
Q: What defines ISBJÖRN as a brand? Any signature products?
Premium quality, high technical performance, and sustainability define us. Our Penguin snowsuit, winner of Best-in-Test for 11 years, perfectly embodies what we stand for: longevity and performance.
Q: What inspired ISBJÖRN to embrace circularity?
The longevity of our products. They’re made to be used, reused, and resold. Longevity is the key to true sustainability—buy less, use less.
Q: What do you value most about the ISBJÖRN-Ninyes collaboration?
After years of exploring circular business models and facing challenges in the industry, we feel Ninyes is the right partner—a “home” for our circularity efforts.
Q: Any tips for reselling pre-loved ISBJÖRN products?
Think of your ISBJÖRN purchase as an investment—comfort for your child, fewer seasonal replacements, and a chance to resell for a refund when the time comes.
Q: Do you have a personal favorite ISBJÖRN product?
The Penguin jumpsuit. Despite early doubts about competing in this category, it’s become a market leader, proving that sustainable products can be profitable and future-focused.