Swedish companies collaborate on eco-friendly shoe fresheners with 50% lower CO2 footprint

Swedish Adsorbi, SmellWell and Icebug have formed a partnership to develop Freshener Inserts, a new product designed to reduce the environmental impact of shoe deodorizers. The inserts are made from cellulose derived from Nordic wood, offering a sustainable alternative to traditional odor removers like activated carbon. Adsorbi, a greentech startup founded on research from Chalmers University of Technology, provides the innovative cellulose material, which generates 50% lower CO2 emissions compared to activated carbon. The Freshener Inserts will be sold through Icebug’s online store and selected retailers. This collaboration underscores the growing focus on sustainability within Swedish innovation, combining research-driven solutions with eco-conscious consumer products.

Adsorbi was founded in 2022 from research in applied chemistry at Chalmers University of Technology in Gothenburg, Sweden. Adsorbi is a startup company developing bio-based materials for air pollutants and odour removal. By using wood-based cellulose as a raw material, Adsorbi offers innovative materials with both sustainability and high performance in focus.

Icebug is a leading Swedish footwear manufacturer with a strong sustainability profile. Icebug makes gripping shoes suitable for all seasons and works to influence the footwear industry in a sustainable direction.

SmellWell is a Swedish company that develops innovative solutions to counteract bad odors in shoes and equipment. By combining function and design, SmellWell contributes to improving people’s everyday lives with products that also promote the responsible use of resources.

The SmellWell Freshener Inserts have been developed in close collaboration with Adsorbi, a greentech company rooted in research from Chalmers University of Technology in Gothenburg. Adsorbi has created a groundbreaking solution based on cellulose from Nordic forests as an alternative to activated carbon. This material generates around 50% lower CO2 emissions – 3.5 kg CO2 per kilogram of material – compared to activated carbon, which has an emission factor of 7.5 kg CO2 per kilogram of material.

The Swedish company Icebug, a world leader in grip footwear with a strong focus on sustainability, is also a key partner in this collaboration. Together with SmellWell and Adsorbi, they have developed Freshener Inserts, which combine functionality with Scandinavian design. The products will be sold through Icebug’s online store and selected retailers.

“We are incredibly proud to launch this product together with Adsorbi and Icebug,” says Anton Haglund, CEO of SmellWell. “This collaboration highlights the power of Swedish innovation and our shared commitment to creating sustainable solutions that make a difference for people and the environment.”

The new Freshener Inserts are the result of advanced Swedish engineering and pave the way for future products. These inserts effectively absorb moisture, neutralize odors, and help extend the lifespan of shoes and equipment while reducing environmental impact compared to traditional activated carbon-based products.

“We are thrilled to see our innovation contributing to a product that aligns with both sustainability and functionality,” says Hanna Johansson, CEO of Adsorbi. “This collaboration demonstrates the potential of Swedish research to challenge traditional materials like activated carbon.”

The products have been available since October and can be purchased on Icebug’s webshop as well as at selected retailers.

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