Via Business Insider: Airinum is on a mission to fight air pollution with pure Scandinavian fashion. As with most startups, Airinum's founding spark came after a painful encounter with the problem; co-founder Alexander Hjertström had his childhood asthma return while studying in India. “Alexander realized that it was due to the polluted air, and that became the first step to what now is Airinum”, says Fredrik Kempe, CMO and co-founder. After returning from Asia – and realizing that most people can't breathe clean Scandinavian air – Hjertström teamed up with his friends and designed a mask that would confine the old construction worker type masks into oblivion – at least among younger age groups. Helping people breathe cleaner air Beyond creating fashionable air pollution masks, Airinum says its vision is to create a movement against an increasingly acute problem in the world's cities. "Our world's biggest indirect health risk is polluted air, killing more than 7 million people per year according to the WHO", Kempe says. Although his company is headquartered in Stockhom's main co-working space, SUP46, Kempe's big expansion focus lies east. "This year, we expect to ship some 40.000 masks mostly in Asia".