ICANIWILL

It all started with a sticky note on the bathroom mirror, and today we sell high-quality workout clothes worldwide.

It is 2007 and ICANIWILL founder Gustaf Ollas decides to continue his university studies without a student loan. Extra work on weekends and holidays became an essential part of his student life to make ends meet. Along with his studies, Gustaf started a blog about his daily life, which quickly became a training blog. Later, the blog becomes one of Sweden's largest blogs focused on exercise and diet.