Icebug
Solutions
E-commerce, Digital Design, Centra
Since 2001, Icebug has been making traction footwear for conditions other brands avoid, spanning from off-road performance shoes to winter boots built for serious grip. But their ambitions run deeper than product.
In it for the long run
The company donates at least 1% of annual sales to environmental projects, fund causes that protect the landscapes their customers actually run through and make business decisions based on long-term impact over quarterly profits. They're genuinely invested in making sure the outdoors survives long enough to be worth exploring.
Bridging performance and purpose
Starting with an expanded editorial section that honors their progressive approach to shoemaking and ecology, we developed a design language that mirrors their technical excellence and advocacy work. The site works as both product catalogue and educational resource, bringing people into a world where quality footwear meets real commitment to outdoor life.
How it’s built
- Platform Centra, headless
- CMS Storyblok
- Frontend Next.js, React
- Search Built in-house
- Marketing Klaviyo
- Payments Adyen, through Centra
- Shipping Ingrid
- Returns Inretrn
- Reviews TestFreaks
- Hosting Vercel
- Markets 29 countries, 7 currencies
A headless Centra storefront
Icebug serves 29 countries in 6 languages and 7 currencies from one codebase. Centra holds products, pricing and checkout, Storyblok holds the content, and pages are pre-rendered and served statically, kept fresh through targeted cache updates. The legacy country domains redirect into localized paths on icebug.com, so years of local links carried over. The build runs on the commerce core we have refined across twenty Centra storefronts.
Built around grip
Grip is structured data, not marketing copy. Around thirty product attributes, from studs and terrain to insulation and drop, drive a shoe finder that narrows the range by use, a toggle that links every shoe to its studded or non-studded sibling, and a comparison tool that puts three models side by side. The same attributes power filtering and search, so the catalog answers questions instead of just listing products.
Search built in-house
Search runs on our own index per language and market, weighted on Icebug’s own attributes and localized terms, so a Swedish customer typing dubbsko lands on the right shoe. There is no third-party search vendor and no fee per query.
Sustainability as data
Per-product CO2 figures are read from the product catalog and published on the site, alongside consent-gated, first-party tag delivery from Icebug’s own domain. Claims stay verifiable because they come from the same data the company runs on.