How IAMRUNBOX’s RunMask is a case study in Skåne collaboration

IAMRUNBOX began when its founder and CEO, Kirill Noskov, first started to run to work as a way to fit exercise into his busy day. He discovered the need for a way to bring his clothes and things to the office with him. The brand has since become known for its backpacks and smart packing products designed for those living an active lifestyle.     

“We started a lot with the running, and that’s part of our DNA,” says Noskov. “But then we realised that our customers are not only running, they also climb, they cycle…so right now, we basically expanded more into a full-scale active lifestyle brand.”

And with the Coronavirus pandemic, Noskov and his team felt there was a need for their highly active consumers.

“In many countries, people can only get out either for a jog or groceries, and they need to have protection because masks are mandatory,” says Noskov. “So basically we thought: What can we do to help out? Because the traditional face masks are not so nice if you want to take it for a jog.”

What Noskov and his team came up with, the RunMask, is a reusable cloth mask that’s adjustable for size and more breathable for active use, like running, while ensuring proper protection. The mask also features a compartment for a medical-grade KN95 filter, which increases protection but can also prolong the filter’s usability.

Along with being listed on IAMRUNBOX’s online store, the RunMask is part of the company’s Active Essentials Kit on Kickstarter. The kit also features a wearable running wallet/armband and foldable shopping bag. The Kickstarter campaign was an immediate success and reached well beyond its fundraising goal.

“It's inspiring to get feedback from customers around the world,” says Noskov. “They’re happy to see that we are doing something...that we don't ignore what’s happening around the world and take action to help.”

According to IAMRUNBOX's founder and CEO Kirill Noskov, when the sports fashion brand came up with its RunMask concept in response to Coronavirus pandemic, he and his team wanted to produce it close to the company’s Lund-based headquarters. 

“We really want to deliver good quality and be 100% sure about the product,” he explains.” That’s why we decided to set up production in Skåne. We can control and then fast track the whole development process, doing it locally and sourcing it locally.”

But Noskov notes there are benefits other than the ability to ensure quality that comes with producing in Skåne, and Sweden as a whole. “I think the Swedish mindset and culture is kind of rooted in design, into that full kind of minimalism and simplicity,” he says. “But there’s also the whole way design is done in Sweden with proper sustainability.” 

“There's a huge advantage to having the manufacturing at home [in Skåne],” says Ernesto Prosperi, the CEO of Malmö Industries, IAMRUNBOX’s production partner for its RunMask. Prosperi agrees that a big part of the advantage is sustainability. Manufacturing in Sweden means there’s less contribution to climate change, but there's a social ethics component as well. “You know 100% that if something is made in Sweden, it’s 100% going to be made under working conditions that are humane,” he explains.

Prosperi points out that the region is also home to a great many skilled workers from all around the world. ”Malmö is a very multicultural city that appreciates craftsmanship,” he explains. “All of Skåne has a lot of craftsmanship you could say. There’s a lot of creativity just in Skåne.” What’s more, according to Prosperi, the influx of immigrants to the region in recent years has included many with backgrounds in textile manufacturing. “So there’s an abundance of workers if you want them,” he says.  

For Kirill Noskov, founder and CEO of IAMRUNBOX, the distinct appeal of the Skåne region for a business is easy to see. That’s because, even though the company was originally founded in Skåne, IAMRUNBOX left the region and then moved its headquarters back. 

“We did a bit back and forth,” Noskov explains. “We first started in Lund. Then when we started really growing the company in 2018, I moved to Stockholm.” 

Sweden’s capital city wasn’t a good fit, and while IAMRUNBOX’s branding and marketing teams are still based there, most of the company returned to Lund. 

According to Noskov, Skåne is more in line with the brand and its connection to active lifestyles. But there are other reasons as well, including the overall geography. “It's very convenient for business and traveling since it’s integrated into the Öresund region,” he says. “It’s easy to fly with the Copenhagen and Malmö airports.” 

There’s also the charm of Skåne’s metropolitan areas and not just the big city of Copenhagen. “You get a lot of nicer smaller cities,” he says. “Malmö, Lund, and Helsingborg are quite diverse and different.” 

And of course, there’s the support for local businesses and startups, like Noskov has found for IAMRUNBOX with Invest in Skåne. “I think that kind of infrastructure is quite helpful and useful,” he says.