ICIW Stories
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ICIW Stories

Meet the Team - Emma Skytt

This week's Meet the Team is a good one..

Meet Emma Skytt, our designer! Emma is the one who really creates the magic at ICANIWILL. Emma and our founder Gustaf together design all the amazing gear that you see on our website, everything from tights, to hoodies and shakers. There is no one as conscious about trends and styles as Emma, we all wished we could be just half as up to date as she is!
Emma studied Fashion Technician in Borås, the textile Mekka of Sweden. She describes herself as creative (duh) and open minded with a constantly overloaded agenda. She says the people at ICANIWILL makes a great team and loves that everybody at the office trusts each other and their different competencies, she believes that’s the key to thriving organization.



What have you done today at work?

My days look quite different since the styles that we are currently working on are at different stages of the process. Today I have checked development samples and had fittings, picked out the colors for some of the SS21 styles and drawn some of the styles that will be released later next year.


What’s your top 3?

Netflix marathons with my boyfriend, creamy truffle pasta and prosecco nights with my girls.


Favorite piece from ICANIWILL?

Definitely Nimble tights, there are no other tights like them! Suuuper soft to the point where you can hardly tell you’re even wearing anything.


Who at the office would you bring to a deserted island any why?

I will have to say our COO Alexander Ruckemann who’s been in the army. It feels like he would definitely know how to survive on a deserted island!


Cardio or lifting?

Definitely lifting, I always get bored during cardio


What do we not know about you?

I love to bake and a couple of years ago I actually had a small café where I did all the baking.

Become a home workout professional

It’s undeniably a strange world we live in right now as we are expected to do everything from home. We work from home, buy our groceries from home, and a lot of us even workout from home. With gyms being closed or lock down being a fact we face new struggles and staying active can seem like an impossibility. But don’t be sorry, all you probably need is a little push in the right direction to get that motivation going!


Some people find it a lot easier to work out in the comfort of their living room, while others lack the motivation a gym environment would bring. Regardless if you need help to get going or you’re just looking for tips to spice up your routine, we’ve gathered a few tips that will make you a true pro when it comes to home workouts.



The beauty of home workouts is that you hardly need any equipment – your own body is more than enough to get a good sweat. Body weight workouts are probably the most common to do at home. Jumping squats, burpees and push-ups will most likely get your heart rate up and muscles pumping even without any extra weight.

However, if you want an extra challenge – minibands, a yoga mat and a kettlebell are great equipment to level up your workout.

If you don’t want to go all out fancy, a backpack with a couple of filled water bottles inside will work just as fine!

Contrary to popular belief you don’t need a whole basement, or empty room to start your home workout career. If you find a spot big enough for your yoga mat – you’re good to go.

How do I start?

Coming up with your own workouts can be hard, so this is the time to be creative.

There are countless ways to structure your session. Count reps and sets, set a timer and perform certain exercises for 45 seconds each, see how long it will take you to perform 100 of a given exercise, or work with time under tension by performing every exercise slower than usual to really feel that burn. When it comes to planning a workout, google is your best friend. There are basically unlimited workout ideas out there, but the vocabulary is sometimes hard to understand. We’ve broken down the most common ways to structure a workout to hopefully give you some ideas and help understand all the acronyms you can run across when looking for inspiration.


Circuits are great if you want to get a lot of work done in a short amount of time, and can be done in endless variations. Pick five exercises and do them for one minute each, repeat five times with one minute rest in between the rounds  and voila! You just made yourself a 30 minute efficient workout session! 


Minute 1: Exercise A

Minute 2: Exercise B

Minute 3: Exercise C

Minute 4: Exercise D

Minute 5: Exercise E

Rest for 1 minute, and repeat five times.



EMOM is short for “every minute, on the minute”. During an EMOM workout you give yourself a time window to perform a certain amount of exercises and repeat for 10-15 minutes. If you finish before the time window runs out, you get to rest until the next time period starts. The idea is that the more intensity you put in (i.e. the faster you’re done) the more rest you get. This can come off as a little confusing, so let us walk you through an example.

Let’s say you’ll give yourself a time window of one minute to complete 

5 of exercise A

5 of exercise B 

5 of exercise C

If you’re done with all exercises before one minute has passed, you get to rest until minute two starts, and you perform the same exercises again. Do this for 10-15 minutes, depending on how hard it is. Ideally, you will get more tired the longer you go, and the exercises will take longer to finish each round, thus, there will be less rest time the longer you go.

For time

This is as simple as it gets. Set a number of exercises, like a 100 air squats for example, and see how long it takes to complete. Challenge yourself by trying to do it a little bit faster next time.


Amrap is short for As Many Reps As Possible. The idea is pretty self explanatory. Pick a number of exercises and reps for each exercise. I.e. 10 of exercise A, 15 of exercise B and so on. Set a timer, anything from 10 to 30 minutes, and then repeat the exercises as many times as you can during the given time period. This is truly a killer. 

Good ole’ reps and sets

Why complicate things? Sometimes you just want to get old school with it and do 10x4 of your favorite exercises. And you know what? It’s worked for ages, and it will work just as well in the gym as in your living room.

Yoga and stretch

If weights and high intensity sessions are not your cup of tea, use that yoga mat for what it’s really meant for. There is no better feeling than giving yourself time to relax and unwind, and what better way than giving your body a good stretch or relaxing yoga session? There are tons of great yoga and stretch sessions on youtube that you can follow. And remember, time invested in yourself is time well spent. 

Make a plan

Just like everything else in life it’s a lot easier to get your workout done if you make a plan. Plan your workouts and plan your rest days. Routines are even more important when working (and working out) from home. So, plan your sessions in advance, that way it takes less effort to actually get it done.


Track your progress

Most importantly – remember to track your progress! With minimal equipment it can be hard, but oh so important. Everything gets more fun when you see progress, so make sure to track your time, weight or number of reps to help stay motivated!


Need a head start? Check out this home workout program by our founder, and personal trainer Gustaf Ollas. It’s a great one!

How to make your gym clothes last (almost) forever

We all have that favorite outfit we wish we could wear to the gym every single day. The problem is that wearing and washing clothes frequently can make them lose their shape, color and elasticity. Ripping seams or worn out fabric is typically not a result of bad quality garment, but simply a result of how we treat it.


In this article we’re sharing all our secret tips to take better care of your beloved workout gear and make your clothing investment worth every penny by giving them a longer life!


  1. Ditch the laundry basket

“I always have time to wash my gym clothes right after a workout” said no one ever. Let’s be real, even though washing right after your workout would be ideal, who has time for that? Instead, we suggest you hang your used clothes to dry instead of thronging them in a hamper until you have time to machine wash them. This is better for the fabric and reduces the risk of smelly clothes.

Photo: Annie Spratt

  1. Turn them inside out

Not only does turning your clothes inside out pre wash maintain their color, it will also get rid of the sweat, dirt and bacteria from the inside of your clothes more easily. Garments with printed or sewed designs also benefit from being turned inside out, as it protects the design that could otherwise get damaged in the washer.


  1. Wash in colder temperatures

Elastics do not go well with heat, so make sure you’re washing your elastic garments in colder water to maintain its shape. Ideally, avoid washing your workout gear with rougher fabrics like wool or cotton as this may cause pilling. No one wants to be stuck with a lint roller right before a workout.


  1. Let the clothes air dry

As mentioned above, heat will mess with the clothes elasticity, so we suggest you hang your clothes to dry after the wash or tumble dry in colder temperature. Most workout clothes nowadays are made in moisture-wicking fabric and won’t take as long to air dry as other clothing. The little longer wait will be worth it though, as this prolongs the life of your beloved gear.


Pieces from our Nimble collection

  1. Rotate your wardrobe

Trends fluctuate all the time and we all want to have the latest designs in our closet. But a lot of times that means we forget about the goldies we bought a few months ago. To avoid forgetting about your older pieces in the back, remember to go through your closet every once in a while, and rotate your wardrobe. Every item deserves its own moment and who knows, the piece you were so tired of last year may feel just like new!


  1. Let go of the fabric softener

Fabric softener can be great to make your everyday clothes soft and fresh smelling. However, this is not the way to go with elastic, moisture-wicking garments. The fabric softener sinks into the weaves of the fabric and will break down the elastic material, making it not so elastic and not so moisture-wicking anymore. 

  1. Bring out your inner seamstress

Remember the crafts classes in elementary school? Well now’s the time to break out the skills. Last but not least we want to show a little appreciation for the old school sewing kit your grandma gave you 10 years ago. A loose button or a tragic rip doesn’t have to be the end for your clothes. Try stitching it back together, we promise you’ll be surprised by the sewing skills you didn’t know you had.

Photo: Oli Woodman

Meet the Team - Charlotta Molander

It's Friday, and that means you get to meet another one of our outstanding co-workers.

Meet Charlotta Molander, our Business Controller! Charlotta is born and raised in Finland and moved to Stockholm for her job with us – and for that we are both proud and thankful! Charlotta is well traveled, to say the least. For the last five years she’s lived in Finland, Germany, Denmark, Netherlands and Sweden. When she’s not cuddling with her Schnauzer Vilson (who’s sadly still in Finland), she enjoys spending time in the stable around horses. Charlotta got her bachelor’s degree in international finance & control and we’re not lying when we say she’s great with numbers. When asked what the best part about working at ICANIWILL is she answers “I love that everybody working here is so driven and enthusiastic about what they do. It’s truly contagious and motivates me to work harder and become even better at my job!”. She says she loves the family-like environment and relaxed atmosphere at the office.




What have you done today at work?

On an everyday basis my work consists of building reports and structuring the economic and financial performance. I’m also working together with various departments within the company to develop a system that would make the operations within the company smoother. Today specifically I have worked on the monthly report and built some reports in power bi.


What’s your top 3?

My dog Vilson, drinking Aperol Spritz on a warm sunny day at my parents summer place and long days at the stable.


Favorite piece from ICANIWILL?

The Inhale Crewneck! It goes with literally everything.


Who at the office would you bring to a deserted island any why?

I would bring everyone from the company, let’s see who is the last man standing.


Cardio or lifting?

Lifting any day. I’m not much of a cardio person but I like to build muscle and see how strong I can get.


What do we not know about you?

I’m afraid of birds.

Sports Bra Guide

The sports bra is every girls’ best friend. Finding the right one can be equally hard, as important, and the wide range of bras on the market can sometimes be overwhelming. But getting your hands on the perfect one shouldn’t be harder than the workout you plan to use them for, so we gathered all the information you need to find the best sports bra for your needs.

Let’s get into it!

Nimble sports bra in Plum color


The level of support of your sports bra depends on the activity it’s meant for. So, step no. 1 is to consider the type of activity you’ll be doing. Most sports bras are designed in three levels of support – low, medium and high. The higher the impact, the more support you’ll need. Examples of high impact could be running, jumping or dancing. While low impact activities include yoga and strength training. At the end of the day though, it all comes down to what fits your body and makes you feel comfortable! If you want to yoga in your high support sports bra – then go for it! There’s no right or wrong here.


Low support

Low support sports bras are typically more light weight and made out of a softer material. These sports bras will slightly compress the breasts against the chest wall for a lighter support. Straps are usually a little narrower and not always adjustable. The low support sports bras are typically made for your rest days, long walks, yoga session or strength training. Our low support bras include Queen Mesh, Define Seamless and Let Go.


Medium Support

The medium support bra is made for workouts that involve moderate impact such as spin classes, dancing or functional training. Bands and straps are usually wider, and the material is a little thicker and sits a little tighter to your body. The medium support sports bras can be both compression or encapsulations style. For medium support bras, check out Dynamic Seamless, Inhale or Nimble for example.


High Support

This is the heavy-duty stuff. High support sports bras are typically used for running, mountain biking or high intensity workouts that involve jumping or bouncing. With wider straps and often times a cross back design, the high support bra makes sure your babies stay in place. Our favorite high support bras are Focus Sports Bra, Energize and Harmony.


Define Seamless sports bra in Faded Violet Melange


The second most important thing when looking for a new sports bra is the size. Unfortunately, a lot of women end up buying sports bras in the wrong size, causing discomfort. Using the wrong size can also prevent the bra from doing the job it’s meant to do. So, to make sure you’re really wearing the right size bra, we suggest you go look through your drawers for some measuring tape and measure yourself before your purchase. Our bodies change over time, and so does our size.

A great rule of thumb is to raise your arms when wearing the sports bra. This movement should be comfortable, and the bra should stay in place and not follow the movement. If you can check those two off, your bra is most likely a good fit.

Ombre Seamless sports bra in Graphite Melange

Last but not least is the material. The material of the bra is vital for your comfort. It’s important that the sports bra is made out of a breathing material that efficiently transports any moisture from your body, to prevent discomfort. Even bras in a thicker material should be breathable. Our Focus Sports Bra is the perfect example of a high support sports bra with SWEATTECHTM material that will both keep you girls in place and keep you dry and comfortable.


Inhale sports bra in color Stone

As always, make sure to wash your sports bra in the recommended temperature and do not tumble dry to prolong its life!

Meet the Team - Maxine Jarlsbo

It's Friday and that means you get to meet another of our colleagues!

Meet Maxine Jarlsbo, our Content and Social Media Coordinator. Maxine is the brain behind our Instagram feed, story content, newsletter and all other magic you see on our social medias. Maxine has been with us since September this year and describes ICANIWILL as a fast paced and dynamic workplace where people are encouraged to challenge themselves and be creative. She has a solid background in content creation and media production and is a real expert when it comes to creating digital content.

Someone once said you can learn a lot about a person based on their style of music. On the rare occasion that you hear bag pipes and tunes associated with Irish pubs at the office, you know Maxine is the one hooked up to the Bluetooth.


Want to know more about her? Then keep reading…


What have you done today at work?

Today I’ve been doing some editing on a ”Behind the scenes” video for our Instagram and set up some newsletters that we’re sending out in a few weeks. Every day is different though, either I could sit and plan our Instagram feed or be out at a photoshoot and that’s the beauty of this job - the diversity of tasks! 


What’s your top 3?

My wee Irishman, animals and everything Guy Ritchie. 


Favorite piece from ICANIWILL?

I have to admit, the scrunch tights! They accentuate you in all the right places and are super comfortable. 


Who at the office would you bring to a deserted island any why?

Can I say my whole team? At least then I could die happy while playing Mario Kart. (We would obviously bring a tv, the nintendo switch and endless amounts of batteries)


Cardio or lifting?

I’m more of a pilates girl, but if I do have to pick I’d say lifting! 


What do we not know about you?

I’ve worked in a high security prison with murderers. One day one of the lads came running towards me with a shovel, but he stopped just before he was gonna hit me in the head. He said he stopped because I looked him dead in the eye and didn’t back down. After that our relationship as a guard and inmate was good though, I was never worried about him again. 

Outdoor – Our first ever collection for outdoor workouts

Outdoor running is both loved and hated. Some people find it releasing, while others see it as a mountain impossible to cross. But with a different social situation that keeps a lot of us from working out in the gym, outdoor training has become more popular than ever.  


Colder days are approaching, and we need to bundle up in order to stay warm for our new outdoor adventures. We know that good conditions lay the ground for great results. We may not have the power to change the weather conditions, but we do have the power to change how it affects you. That’s why we just launched our first ever outdoor collection for men and women.

This collection consists of tights and long sleeve zip ups for both men and women. The fleece layer on the long sleeve will keep you warm and the SWEATTECH technology in all the pieces will efficiently transport any moisture to keep you dry and comfortable. Running in the dark can be risky at times if you’re not visible to the traffic. That’s why we equipped the leggings with stylish 360° reflective material. The design is not only for show, it fills a vital function!

This is our best outdoor workout clothes yet, and we are beyond happy to offer an alternative to what has previously been our focus, indoor and gym training. This series of highly functional pieces is filled with clever details and smart functions so you can get the most out of your outdoor session.

So, sorry to say, but bad weather is no longer an excuse! We hope you’ll love this collection as much as we do.

Meet the Team - Ebba Lange

This week we're starting a Meet the Team series so you can get to know the people behind your favorite workout brand! Every week we'll present a new team member from ICANIWILL. We're starting off with Ebba!

Meet Ebba Lange, our PR and Communications Manager. Ebba is involved in our external communication, everything from communicating what’s new at ICANIWILL, to media presence and interviews. Ebba describes herself as very curious, drinks too much coffee and doesn’t like early mornings. She says working at ICANIWILL every day is different, she loves the team atmosphere at the office and the variety in her job.

When asked what the best part about working at ICANIWILL is she answers “The best part of my job is definitely the challenges it brings and the wide variety of things I experience. At ICANIWILL everybody strives forward and are dedicated to what they do, working in such environment is very inspiring.”

We asked Ebba a few questions to get to know her a little better.

What have you done today at work?
Every day is different at the office, but Fridays are usually a day when I wrap up the week and start planning for the next. Today started with a workout with a few colleagues, and after that I’ve followed up on emails, drafted a press release, written news for our press page next week, talked to journalists and had about one too many cups of coffee. That’s about a normal Friday for me at ICANIWILL.

What’s your top 3?
Podcast walks, tacos w lots of lime and coriander, my parents’ dalmatian Thea.

Favorite piece from ICANIWILL?
I am absolutely in love wit­­h my Nimble tights, they’re the softest pair of tights I have ever worn. 

Who at the office would you bring to a deserted island any why?
I think I would force Catharina from our e-com department to go with me. She’s always super calm, logical and strategic in the way she goes about things. She would definitely know how to survive on a deserted island.

Cardio or lifting?

What do we not know about you?
I make the best sourdough bread.

The ICIW-family is growing

We don’t think anyone has missed the news that ICANIWILL is growing like never before.

In times like these we’re even more proud to be able to continue to expand the office with more employees, release new collections and sign more collaborations.

As we add more people to the office we want to take the time to present our newest additions to the ICIW-family and let you get to know us a little better!




Our creative team has grown with two new faces, Maxine Jarlsbo and Ebba Lange. Maxine is our new Content and Social Media Coordinator and the brain behind our Instagram feed, story content, newsletter and all other magic you see on our social medias. We are so excited to have her onboard! Ebba started working with us last week and will implement PR into our strategy. She’ll do everything from securing media exposure to interviews and product PR.

Our purchasing team has added a new star in Alba Adiels. Alba has been with us for a month and has already done a great job to optimize and streamline our purchasing and logistics.


Last but not least, we’ve hired our first ever Management Trainee in Viktoria Serreau! Viktoria has studied Business and Management at Stockholm School of Economics and was previously a Business Analyst at Urb-it. We’re incredibly proud to have Viktoria with us and are looking forward to see how she develops here at ICANIWILL!

Home workout program!

We have made a training program that fits the person who’s looking for a home workout challenge! You don’t always need to go to the gym to get a great workout, sometimes you only need to use your own body. The program is endurance demanding and will give you a really sweaty home workout!

Time: 24 minutes

Focus: Endurance training in a home environment with extra thought on using the right technique and muscles.

Purpose: Strength + Pulse for endurance training.

Program set-up:

- Do each exercise for 1 minute and do them directly after each other. Use a timer to keep track of the time.
- After you have done all the exercises, rest for 1 minute and then do the program for 3 more rounds.


- Squats

- Push-ups

- Sit-ups

- Lunge steps

- Plank

Post a video with the hashtag #ICANIWILL #ICANIWILLWORKOUT and comment down below what you think about the program!

Piano di allenamento ICIW in due fasi

Non solo vogliamo offrire alle persone il meglio dal punto di vista dell’abbigliamento e delle attrezzature per l'allenamento, ma anche la migliore sessione di allenamento possibile!

Gustaf Ollas, fondatore di ICIW, ha elaborato un piano di allenamento diviso in due per tutte quelle persone che si allenano due volte a settimana e desiderano affrontare attività mirate in ciascuna sessione. Durante i primi due anni da lavoratore autonomo, Gustaf ha lavorato anche come personal trainer. Inoltre, vanta oltre 10 anni di esperienza nel campo dell’allenamento con pesi e ha partecipato a Fitness5 e Athletic Fitess, tra le altre cose.

Cosa ricordare:

- Svolgi il seguente piano suddiviso nelle due sessioni per tre settimane.

- Annota i pesi utilizzati in ciascuna sessione.

- Fai riscaldamento prima di ogni sessione e fai stretching quando hai finito.

5X15 = 5 serie da 15 ripetizioni

SS = Super serie = esegui 1 serie del primo esercizio e poi subito 1 serie dell'esercizio 2, quindi riposa per il tempo stabilito.

Pausa di 60 secondi tra serie

  1. Press su panca
  2. Trazioni alla sbarra o trazioni da seduto
  3. Military press in piedi
  4. Curl per bicipiti SS French press
  5. Vogata da seduti SS Face pull
  6. Sollevamento laterale SS aperture con manubri su panca piana

- 5x15
Pausa di 60 secondi tra serie

  1. Squat
  2. Leg press
  3. Sollevamento gambe tese SS affondi
  4. Estensione della gamba SS leg curl sdraiato
  5. Sollevamento dei talloni (qualunque) SS sissy squat

Pratica la tecnica!

Utilizzare la tecnica adeguata quando ci si allena con i pesi è molto facile. Se non fai attenzione a una corretta esecuzione, rischi di farti male. Inizia sempre con pesi molto bassi per padroneggiare la tecnica con un buon controllo e poi aumenta gradualmente il peso. Se non sei sicuro, chiedi al tuo personal trainer!

Pause brevi!

La struttura della sessione si basa in parte sul fatto che il tempo di riposo tra le serie sia breve. Rispetti il tempo per trarre il massimo dalla sessione. Utilizza il timer del cellulare per aiutarti!

Riposo muscolare per il volume!

La struttura della sessione provoca affaticamento muscolare dovuto all’elevato volume. Segui le indicazioni per trarre il massimo dalla sessione. Se ti alleni con un’altra persona, chiedile di aiutarti a contare le ripetizioni!


Tieni duro e facci avere i tuoi commenti su questo piano di allenamento!


Gustaf e Fredrik Gustafsson chiacchierano durante la conferenza,

NMW - A Norrbotten, ovviamente!

ICANIWILL e Gustaf hanno avuto l’onore di partecipare come relatore a NMW a Boden.  L’evento si è tenuto il 11/02 e ha avuto luogo al Boden Business Park.

NMW è un evento annuale che attira visitatori di tutta la Svezia al fine di ispirare ed elevare i settori culturali e creativi del nord. La sala era piena e nel pubblico erano presenti 60 persone curiose e interessate a partecipare alla conferenza di Gustaf.

Gustaf ha condiviso il suo viaggio che lo ha ispirato, a partire un’unica idea e un post-it sullo specchio del suo bagno a Uppsala nel 2009, fino all’avvio di una marca di abbigliamento senza capacità né conoscenze, così come le sfide e le lezioni che tutto ciò ha comportato.

Ambiente e sostenibilità

Da quando ha iniziato a produrre capi di abbigliamento nel 2015, l'ambiente e la responsabilità sociale d'impresa sono state questioni cardine per ICANIWILL al momento di scegliere stabilimenti e produttori. Oggi lavoriamo con vari produttori in tutto il mondo, attentamente selezionati. Lavoriamo direttamente con alcuni degli stabilimenti, mentre con altri la collaborazione avviene attraverso agenti sottoposti a rigorosi controlli. Il nostro obiettivo è quello di fare visita a tutti i produttori una volta all'anno.

Una scelta strategica importante operata da ICANIWILL è quella di realizzare molti dei nostri capi nell'UE, per i motivi seguenti:
1) La distanza fisica ci consente di controllare in modo più semplice l'ambiente lavorativo, i salari, ecc.
2) L'impatto ambientale dal punto di vista dei trasporti è significativamente inferiore.
3) I tessuti e gli accessori vengono scelti principalmente da fabbricanti dell'Unione Europea per ridurre l'impatto ambientale

Oltre ai requisiti imposti ai produttori, abbiamo optato per la collaborazione con fabbricanti che vantano clienti più grandi (svedesi e internazionali): in questo modo siamo in molti a stabilire i requisiti. A parte questo, stiamo lavorando allo sviluppo della nostra politica di responsabilità sociale d'impresa, un processo ampio e che richiede tempo, ma che riteniamo importante.

Materiale riciclato
Le odierne ricerche mostrano alcuni vantaggi legati all'utilizzo di materiale riciclato, ma al contempo esistono anche alcuni evidenti svantaggi. Per questo abbiamo deciso di posticipare l'uso di materiale riciclato al momento in cui troveremo una soluzione che vada in qualche modo a vantaggio del clima. Attualmente stiamo lavorando a una collezione che siamo riusciti a certificare e che speriamo di poter lanciare nel 2020. Per rimanere aggiornato, non perderti le informazioni che pubblicheremo.

I nostri stabilimenti sono in condizioni soddisfacenti e le condizioni lavorative, per quanto riguarda salari, orari di lavoro ecc., sono conformi alle leggi del paese che li ospita. Nel video che segue, portai farti un'idea di come si svolge normalmente la produzione.

Ung cancer - Kraftsamlingen

This weekend was Ung Cancer's annual gathering for its members - Kraftsamlingen!

Kraftsamlingen is one of Europe's largest meeting places for young adult cancer sufferers. A weekend filled with fellowship, laughter, tears, inspiration and friendship. A weekend for young adult cancer sufferers and relatives is gathering to gather strength together.

In addition to the community this weekend, entertainment, workshops and insider lectures are also offered. Our founder Gustaf Ollas, along with others, lectured to boost and motivate the members.


Lo stile di vita attivo rappresentato da ICANIWILL implica viaggiare e svolgere attività che ci facciano stare bene. In Norvegia esiste un bellissimo posto chiamato Lofoten e, in vista del lancio delle novità di luglio, sarà possibile visitare questo luogo magico per effettuare servizi fotografici e video. In Storie di ICIW potrai trovare informazioni sui futuri lanci di prodotti, trovare spunti per i tuoi viaggi, materiale per video e immagini che ci ispireranno. Ti presentiamo ICIW alle Lofoten 


Black/ Golden- Limited Edition

Quando avviai l'azienda, ero ossessionato dalle Edizioni limitate (Limited Editions). La mia idea di base era vendere prodotti con numeri scritti a mano su tutti i capi, con una lettera personalizzata da parte mia per il cliente. All'inizio funzionò con i primi prodotti, ma successivamente mi resi conto che non avrei potuto continuare a lungo, dato l'aumento della richiesta. Quindi modificammo il concetto per poterlo portare avanti. Attualmente, fabbrichiamo molti prodotti in edizioni più grandi, ma ciononostante vogliamo che alcuni di essi siano speciali. 

La collezione nero/oro è un omaggio alle nostre radici e a come eravamo abituati a lavorare all'inizio. In questa occasione, abbiamo sviluppato un po' di più il concetto e per far sentire unici i nostri clienti abbiamo numerato ogni capo. Troverai il numero all'interno di ciascun pezzo (1/100, ecc.). 
Che idea perseguiamo con l'oro?

Crediamo che ogni persona abbia bisogno di un po' più di oro nella vita. Questi capi Black Golden si basano sulla medesima idea su cui è fondato il marchio commerciale ICANIWILL. Puoi pensare che non sia altro che un cliché, oppure puoi scavare più a fondo e scoprire che c'è qualcosa che ti lega al nostro lavoro e al marchio commerciale ICIW durante il tuo viaggio personale. Hai completato una tappa? Sei arrivato a metà del tuo cammino verso la meta? Dai a te stesso una medaglia d'oro (uno dei nostri capi) e festeggia il raggiungimento della tua tappa o del tuo "giro di boa".

 La serie Limited Black Golden è composta da:

- 100 felpe con cappuccio
- 100 joggers/pantaloni con bordo dorato
- 100 magliette tri-blend
- 100 pantaloncini Perform

I prodotti sono stati lanciati il 3 agosto 2018 

I miei migliori auguri!

/Gustaf, fondatore di ICIW

Collaborazione con l'organizzazione senza scopo di lucro Ung Cancer

Ung Cancer si occupa di giovani colpiti dal cancro o che vivono vicino a qualcuno a cui è stata diagnosticata questa malattia. Ung Cancer è composta da migliaia di soci tra i 16 e i 30 anni ed è un'organizzazione senza scopo di lucro indipendente, apolitica e aconfessionale.


Ung Cancer è presente per i suoi soci, fornisce loro sostegno psicosociale e riempie il vuoto che solitamente si forma tra la vita in ospedale e quella al di fuori di esso. Crea luoghi di aggregazione e possibilità di stare insieme in un'epoca in cui è facile sentirsi completamente soli al mondo. Fornisce aiuto economico alle persone che, a causa del cancro, hanno difficoltà economiche. È di sostegno ai soci durante la riabilitazione e apre nuove strade per continuare dopo di essa. Ung Cancer fornisce informazioni sui giovani affetti da cancro per lottare contro i pregiudizi, ridurre la paura e ispirare il cambiamento. Stimola dibattiti su questioni che riguardano il gruppo-obiettivo per promuovere cambiamenti nell'assistenza sanitaria e nella società.


In collaborazione con ICIW e Ung Cancer, abbiamo lanciato leggings da uomo e da donna grazie ai quali per ogni capo venduto vengono devoluti 100 SEK netti alle attività di Ung Cancer. 

Insieme a Ung Cancer possiamo aiutarci a vicenda, ora e sempre. <3



Mi chiamo Gustaf e da quando ho avviato l'azienda intorno al 2012, il mio sogno è stato creare un marchio commerciale tutto mio, dedicato allo stile di vita o lifestyle. Un marchio commerciale diretto a coloro che, nel profondo, credono nella possibilità di vivere la vita che desiderano. 

Un giorno ero seduto alla mia scrivania e stavo svolgendo il primo vero lavoro che mi era stato affidato dopo aver terminato gli studi di Economia; pensai a cosa mi motivava e a come volevo vivere la mia vita in futuro e subito mi resi conto che la strada maestra non faceva per me. 

Per me non fu difficile scegliere. La vita è troppo breve per non passare le giornate facendo qualcosa che ti avvicini ai tuoi obiettivi. Detto, fatto: dopo una settimana in bianco ad abbozzare freneticamente il progetto d'impresa, dissi addio al mio unico reddito fisso. Una decisione incredibilmente spaventosa e importante, ma anche la migliore della mia vita. Ora passo il tempo a fare le cose che mi motivano e che so mi faranno raggiungere i miei obiettivi. Non li ho ancora raggiunti, ma sono molto più vicino di quanto sarei se non avessi deciso di seguire il presentimento che ebbi quel giorno. 


ICIW rappresenta un viaggio, un viaggio che ho il privilegio di percorrere come fondatore e Amministratore Delegato. Vogliamo diffondere la nostra fiducia, affinché siano sempre di più le persone che osano prendere decisioni del genere, per quanto dure e difficili, perché è proprio così che è possibile crescere. 

Ti piace il nostro modo di pensare? Ti piace la nostra visione? Se la risposta è sì, molto probabilmente i nostri prodotti ti piaceranno ancora di più. 

Ogni capo che vendiamo è il risultato del mio desiderio di crescere e imparare cose nuove. Quasi cinque anni fa, dell'industria e della produzione di capi d'abbigliamento non sapevo niente di più di chiunque altro, ma ero convinto di poter imparare e creare qualcosa di buono. 


La sezione Storie rispecchia la nostra idea di mostrarti i nostri capi nel contesto in cui rendono di più: una piattaforma in cui i nostri clienti, partner commerciali e amici fanno ciò che li fa stare bene e li avvicina alla propria meta.


Benvenuti nel mondo ICIW, in cui ogni Storia ha origine nelle persone che hanno corso un rischio. 


I miei migliori auguri,

Gustaf e la famiglia ICIW

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