Fashionable facewear: Swedish start-up helps urbanites breathe easy

Published 1315 GMT (2115 HKT) December 21, 2016

1 of 8

A group of Swedish entrepreneurs have created a new air pollution mask which they say is both functional and fashionable. Airinum

Stockholm-based Airinum say their mask offers a new solution to air pollution. Airinum

The mask, which includes an adjustable head strap and two removable filters, retails for $75 for adults, $65 for kids. Each filter is good for around 100 hours of use, Airinum estimates, and can trap particles as small as 0.03 micrometers in diameter using a three-layer filter. The masks comply with the N99 standard (filtering 99% of airborne particles)set by the United States' National Institute for Occupational Safety and Health. Airinum

The idea for the mask came from Airinum's co-founder Alexander Hjertström whose childhood asthma returned when he went to study for an MBA in Ahmadabad.

In this picture taken in Delhi, air pollution provides the backdrop for a game of street cricket. The World Health Organization rates the Indian capital's air pollution at more than 12 times the safe limits. Hindustan Times/Hindustan Times/Hindustan Times via Getty Images

Hjertström was struck by the amount of air pollution and how protection like scarves and surgical masks were largely ineffective. Hindustan Times/Hindustan Times/Hindustan Times via Getty Images

Shanghai residents wear masks to protect themselves from air pollution earlier this month. Asia and particularly parts of China suffer from bouts of extreme air pollution. VCG/Visual China Group/VCG via Getty Images

The World Health Organization estimates that annual pollution levels in the capital, Beijing (pictured) are more than eight times the safe level. VCG/Visual China Group/VCG via Getty Images

Airinum hope to encourage more people to wear masks by making them function better without compromising on looks. Airinum