Swedish startup Adsorbi teams up with SmellWell and Icebug, a world leader in grip footwear, to launch shoe deodorizers made from Nordic wood, offering a durable, low-emission alternative to traditional odor removers like activated carbon. The products will be sold through Icebug’s online store and selected retailers.
Adsorbi, together with SmellWell and Icebug, has introduced a new generation of Freshener Inserts, made in Sweden. The product combines Swedish innovation with sustainable production, offering a solution to keep shoes and sports equipment fresh so they last longer.
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.
