ISPO Brandnew | Selection Urban Outdoor | Airinum AB

In many of the world’s metropolises, smog and bad air threaten people’s health. The Swedish start-up company Airinum AB wants to help people breathe easier with protective breathing accessories. The Urban Air Mask 2.0 is a washable breathing mask with a five-layer filter for pollen, bacteria, dust and toxins. And the whole time it’s filtering, the mask looks good, too! Breathing protection becomes a fashion accessory. The simple Swedish design pairs well with many outfits and, as far as masks go, pretty inconspicuous as well.

Foundation: Sweden, 2016