ICIW

The year is 2007 and ICANIWILL founder Gustaf Ollas decides to complete his university studies without student loans. Working extra in the evenings and weekends became a must to make ends meet and free time was scarce. In addition to his studies and jobs, Gustaf started blogging about his everyday life. The blog quickly developed into a training blog and after a while became one of Sweden's largest blogs for training and nutrition.

He realized that he wanted to create his own workout clothes. Today, ICANIWILL is one of the fastest growing sportswear brands in the Nordic region and a well-established company in the Nordic and European markets. Just as the words “I CAN I WILL” motivated Gustaf to push his limits and dream big, ICANIWILL now continues to motivate and engage others around the world to continue fighting for their goals.

Through innovative garments with high-quality materials and technical details, we at ICANIWILL want to help our customers perform at the highest level. Always.