Swedish fashion-tech brand Airinum is collaborating with popular Norwegian DJ and music producer Alan Walker to highlight problems associated with climate change.
As reported, Airinum is focusing on expansion in travel retail for its range of anti-pollution masks.
The brand’s association with Walker began at a World Health Organization (WHO) meeting to highlight the Breathelife 2030 campaign. The project is regarded as one of the strongest efforts from WHO and European Union Environment to raise awareness about air quality.
Alan Walker shot to fame in 2015 with Faded, a song that boasts over 2 billion views on YouTube. He is known for wearing a hoodie and mask to promote a ‘we’re all equal’ message to his fans, known as ‘Walkers’.
Earlier this year, he and Airinum embarked on a project that detailed the music producer’s life through the ‘lens’ of an Airinum Urban Life mask. The aim was to get people talking about climate change, and in particular air quality.
This week the two partners took their collaboration a step further with the launch of a limited-edition Alan Walker FT. Airinum mask. The reusable mask features a five-layer filter, a reflective AW logo and a ‘Walkers Join’ embedded label. It is available in four sizes.
Walker wore the mask at an event on 3 December. The video marking the launch event was uploaded to YouTube the same day and already has over 700,000 views.
At the launch Alan Walker said: “Wearing a mask has always been my way of showing that we’re all equal, we’re all the same. However, it was about time the mask also served a bigger purpose.
“Today we’re launching a truly innovative and technical air mask that will help people protect themselves from air pollution while at the same time showing that we’re masking up for the sake of showing how bad the air around the globe is.”
The DJ said he would donate most of the profits from sales of the Alan Walker FT. Airinum to support WHO’s work.
Airinum CEO Alexander Hjertstrom added: “Mixing one of the most talented music producers Alan Walker with Airinum to raise awareness about climate change feels like the perfect collaboration.
“In this way, we can get more people to ‘mask up’ together to call on accelerated change from our politicians. We are so proud to be part of this campaign and to be able to offer a product that can give people all around the world top protection and a chance to breathe clean air at all times.”
Hjertstrom said Airinum’s anti-pollution masks target various user groups, from cyclists in London and urban dwellers in polluted cities to health-conscious travellers who want to avoid getting sick when they travel.
“Our product is perfect for travelling and can offer people a chance to breathe clean and safe air while travelling in the plane or arriving to a polluted destination. It is an ideal travel accessory.”
Follow the campaign at the hashtag #createadifferentworld.
