Isbjörn of Sweden is the winner of SOA Sustainability Award Winter 2010/11, with their Expedition Shell Jacket. The SOA Jury 2010, consisting of journalists from the European and Scandinavian Sport- and Outdoor business, met at the west coast of Sweden to judge Outdoor gear to award best products in the defined categories. Motivation of the Jury by Frank Wacker, President Jury Meeting2010: " There are many aspects when looking at sustainable products. One is to build functional and durable equipment with a classic design the consumer will use for many, many years. The Expedition Shell Jacket from kids wear specialist ISBJÖRN of Sweden meets these criteria perfectly: It is made from tough DermizaxEVT, looks just like daddy´s jacket and can be passed on once it will not fit anymore." Maria Frykman Forsberg, founder and CEO of ISBJÖRN. "We are very happy and proud for winning this price. This award confirms what we have acknowledged for some time now - the outdoor business has become a family business. For the premium retailers all around Scandinavia and Europe, there are few hesitations left about offering technical outdoor gear also for the kids. When focusing on what is best for the children, quality, environmental friendly materials and sustainability comes as a natural step. It is simple eco-logic." What´s good for the children is good for the environment."