David Ekelund

David Ekelund is 54 years old and lives in Jonsered, Sweden. He has a strong passion for nature, personal development, yoga, and leadership. In 2001, David co‑founded the footwear company Icebug together with his mother, Eliza. Thanks to several unique traction technologies, Icebug has grown into a world leader within its niche. Today, Icebug shoes are used wherever conditions are slippery due to ice, snow, rain, and challenging terrain. Icebug has received international recognition for its sustainability efforts, including acknowledgment from the United Nations. The company is also regarded as one of the most transparent footwear brands globally, publishing detailed climate data via a QR code in every shoe. David Ekelund’s personal commitment to climate action has deepened over time, but intensified significantly after the exceptionally hot summer of 2018, when parts of Sweden experienced 100 consecutive days without rain and widespread forest fires.