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”We aim to become the world’s strongest health tech brand”

Air mask startup Airinum might be the busiest accessories brand on the market at the moment. ”We are doing everything we can to be able to meet the needs of our customers,” says Maria Ahnlund, PR & Social Media Manager.

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Words: Johan Magnusson

According to the World Health Organization (WHO), poor air quality is one of the world’s largest indirect health risks. More than 90% of the world’s population breathe harmful air.

— That’s why we started Airinum, with a vision to create a world where everyone can breathe clean and healthy air again. To get there, our mission is two-folded; firstly, we exist to create products that can empower people to live healthy lives regardless of their surroundings. Secondly, partnering with with 1% for the planet and be part of raising awareness about poor air quality and the climate crisis. Now we see our mask used for the smogged filled streets of Beijing, the raging fires of Australia, and the concern of a widespread airborne diseases. No matter the reason for wearing a mask we want to help people live healthier lives, says Ahnlund.

The idea behind the brand was born during a visit to India. Co-founder Alexander Hjertström relocated from Sweden to India to do his MBA studies. While he loved everything with his experience, he fell sick and realized it was due to the poor quality air he was breathing. Next thing, he was reading up on everything around pollution and realized it was a ticking health bomb.

— The health professionals knew about the massive health risk from air pollution, while the general public rarely think twice about what they are breathing. The possibility of being able to help improve the health of millions of lives, in combination with a good business opportunity that today was dominated by industrial giants’ biproducts, became the tipping point and the next day, the project was started, says Ahnlund.

What makes your masks so unique?

— Compared to other N95 masks (a respiratory protective device designed to achieve a very close facial fit and very efficient filtration of airborne particles, Ed’s note), we have a different value proposition. Most of the other masks out there are difficult to breathe in and very uncomfortable to wear. Then, they neither last long nor look good. Our mask protects, is comfortable to wear and breathe in, while at the same time is stylish to wear. On top of this, we also have a unique changeable filtering system, which makes the wearer able to change the filter in their own pace. Finally, being inspired by Scandinavian culture and heritage we have our own modern and minimalistic design expression. So, while adding all the things up, many people that do not want to compromise on their health find greater value in our product offering than alternatives on the market.

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Australian bushfires and COVID-19. How has 2020 been for you?

— Very unpredictable and sadly, because of the extreme demand, we have run out of stock for all our products. We want nothing else than for this situation to be over. Meanwhile we are doing everything we can to serve our customers and help more people around the world to stay safe. Try to avoid large crowds, wear masks, use hand sanitizers and in general be careful. At this moment we are estimating that we will be able to restock the Urban Air Mask 2.0 in April with a limited amount, says Ahnlund, adding,

— We aim to become the world’s strongest health tech brand helping people to live healthy despite the environmental challenges. Our vision is that one day we have helped contributed to a better and cleaner world, so our masks won’t be needed anymore. Then we have truly been successful.

airinum-urban-air-mask-2.0Urban Air Mask 2.0


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