Icebug’s studded footwear is helping its wearers to stay on their feet while navigating icy terrain. Steel-studded soles on shoes sold under the brand name Icebug. “We wanted to make a shoe that keeps feet warm and dry – and keeps people on their feet,” says Ekelund. Shoe production does little to mitigate climate change, yet the duo aims for Icebug to be a brand that pushes for positive change. “We choose the planet over short-term financial gains and, in the end, that’s also good for our brand,” adds Ekelund.