After a global success of their first product – a breathing mask for health-conscious urban citizens – Swedish startup Airinum launched M90, a limited edition designer collection of anti-pollution masks.
With its new collection, Airinum aims to help raise awareness about the air we breathe. “The average adult breathes 11,000 liters of air a day, and even so, most people will never reflect on what they actually breathe. But they should. According to the latest research by WHO in collaboration with the University of Bath, 92% of the world’s population lives in places where air quality levels exceed WHO limits. In actual numbers, we’re talking about 18 000 premature deaths per day as a result of the global air pollution and that makes it a much greater issue than the number of people that die from HIV/AIDS, tuberculosis and road injuries, combined,” says Airinum team.
Airinum Co-founder and CMO Fredrik Kempe added, “Considering that air pollution today is the world’s largest single environmental health risk we don't believe people should hesitate to protect their health because of look or comfort. That's why we designed a mask that doesn't compromise between protection, function and design.”
Mattias Wiklund, known as one of Sweden’s youngest and most talented pattern makers, developed the design of M90 collection. Prior to joining Airinum and H&M, Mattias gained practical experience in fashion industry working for such companies as J.Lindeberg and Filippa K.
The design of M90 Collection was inspired by M90 camouflage pattern originally created to protect the soldiers by melting into the surrounds. However, Airinum M90 collection reinvents an iconic Swedish pattern as it is not designed to blend in.
“What we intended to do was to create a pattern that sticks out so that simultaneously as we equip people with innovative products that can improve their immediate health, we also prove that we’re serious about raising the awareness of the problem of air pollution forward,” says Fredrik Kempe.
“M90 is equipped with a triple filter technology, combining active carbon, electrostatic cotton and melt-blown microfiber to guard you from PM 2.5, dust, pollen and other particles,” adds Fredrik. Besides, M90 masks ensure high breathability because of their progressive ventilation technology.
Designed with durability in mind, M90 masks also have a great functionality. They have changeable filter system, their skin fabric is size adjustable, reusable and washable, so that users will not have to worry about hygiene and will be able to choose a skin color to math their outfits.
"In order for a mask to protect well, it needs to combine a great fit with great filter media. Therefore, the M90 comes in 4 sizes, has an adjustable nose-clip and nose-foam for optimal fit and minimal leakage," says Fredrik Kempe.
M90 mask suits well for everyday use as well as for sporting activities, since it is light, has adjustable earloops and comes with a head-strap for an even tighter fit without putting pressure on your ears.
To learn more about Airinum M90 collection, click here.
By Natalie Myhalnytska
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