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ICIW Stories

Meet the Team - Victoria Serreau

Meet Victoria Serreau, ICANIWILLs first ever Management Trainee!

Victoria started her trainee position with in in September 2020 and has already done great things for us. Victoria describes her trainee position as very dynamic and loves that it allows her to try so many different things. Her days consists of project-based work and her projects vary from branding to sustainability, assortment, or even Brexit. “I learn something new every day and get to work with different teams and people, soething I highly value as a curious and extroverted person.”  When asked what she loves most about her trainee position she answers “The best thing about working at ICANIWILL is that everything goes really fast. We are growing rapidly which means that there is always something to do and an opportunity to contribute to our growth. That’s very exciting!”

We are very proud of Victoria and how she contributes to the team! Keep reading to learn more about Victoria.


What have you done today at work?

Today I have worked on structuring our short-term Sustainability Strategy and started setting up goals to reduce our carbon emissions. I have also looked at statistics from internal surveys that we conduct to track how the team is doing and thought about actions we can take to improve on those matters.


What’s your top 3?

My family, the mountain, and saffron.


Favorite piece from ICANIWILL?

Nimble!! Both the tights and the sports bra. Absolutely love them.


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

I would bring Moa, our Influencer Marketing Manager, She’s always so energetic and funny, we would have a blast on a deserted island.


Cardio or lifting?

Lifting! I’m a very explosive person, cardio doesn’t really work for me unfortunately.


What do we not know about you?

For a period of about 15 months, I ate popcorn every night after dinner. I’m finally over it but was seriously addicted to it for a while there…

Ung Cancer

At ICANIWILL we stive to always do things that we feel are important and meaningful. What feels important and meaningful always change of course and can vary widely. It could be changing the design of a certain piece to fit differnet body types, adding new colors that our customers have been asking for or doing something fun for everybody at the office. But there is one thing we do that feels a little extra important, and that we are a little extra proud of.  That of course is our collaboration with Ung Cancer (Swedish for young cancer).


Ung Cancer is a Swedish organization for young adults living with, or close to cancer. At Ung Cancer people affected by cancer come together to share experiences, pain, struggles, fears, happiness and success together. It’s a community created with the goal that no one should have to go through cancer alone, patient or relative.


A part of our collaboration with Ung Cancer is the unique Ung Cancer-collection that we release every year. The collection, with it’s clear “fuck cancer”-message, is meant to spread awareness, support and strength for young cancer patients and their relatives. For every piece sold, we donate a fair amount of money to Ung Cancer to support their important work. We are extremely proud and honored to make this collection together with Ung Cancer.


Our previous collections with Ung Cancer have been extremely popular and thanks to you guys our Ung Cancer-collections have given almost 240,000 SEK (≈24,000€) to Ung Cancer so far!! We think that’s pretty amazing.

Good news are that we have a brand new collection coming up and we are happy to collaborate with Ung Cancer for yet another year.


If you want to know more about Ung Cancer or know someone who could use their help, please visit their website at ungcancer.se.

Thank you all for supporting Ung Cancer by buying and wearing our fuck cancer collection. Together we are changing people’s lives.

Meet the Team - Frida Arvidsson

Meet Frida Arvidsson, our E-commerce Manager at ICIW! Frida manages our website, integrations and customer service, along with continuous development of new functions and design. She points out though, that she is not doing all of this by herself but together with her amazing colleagues! #teamwork

Frida started at ICIW two years ago as an intern and has been here since, or how she puts it: “after that I was stuck!”. She says the best part about working at ICANIWILL is that there are always new things happening. No day is the other one alike, and everybody’s working in a quick pace towards a common goal. “We’re all a big family, ICIW is an including workplace and we have FUN working together. I must say, though, that one of the most amazing parts about being a part of this company, is the journey we’ve made together."

Keep reading below to know more about Frida!

What have you done today at work?

Today I’ve been planning a bit for Q1 2021 together with my colleagues and our platform provider. We are currently focusing on finishing smaller projects before the new year.


What’s your top 3?

Hanging out with my family, cooking & baking, laughing with my friends (a lot!).


Favorite piece from ICANIWILL?

Hard one, I’ve got two actually. Queen Mesh Tights Graphite and Ultimate Training Zip Hoodie. If I have to choose only one, right now I would say the Ultimate Hoodie because of the grey weather we’re experiencing in Sweden right now.


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

I would probably bring Elin Sombeck, our Purchasing Manager, since she’s down to earth, logically thinking and we’ve had great talks when taking long morning walks to the office.


Cardio or lifting?

Usually I would say lifting, but now during the pandemic I’d have to say cardio (need my walks in the fresh air!).


What do we not know about you?

I used to dance a lot of hip hop when I was younger, so when I hear old school hip hop music I often dream back to the dance studio. I listen to a lot of different music genres today, but I guess songs like “They Reminisce Over You” by Pete Rock & C.L. Smooth have a special place in my heart.

Christmas workout

Christmas is just around the corner and so is good food, movies and spending time with your family. 

We are convinced that Christmas is a time for rest and recovery. But if you insist to a home workout, it better be a Christmas-inspired one!

Our founder Gustaf Ollas has created a short and sweet Christmas home workout for you all.



As always, start with a warmup and short stretch. When you’re ready, perform:


10 Santaburpees

10 Lunges with heavy giftbag

10 Elfsitups

10 Push-ups (or turn on your back and do a snow angel)


Take a breather and repeat for five rounds.


Remember to eat lots of good Christmas food post workout for ultimate recovery.

We wish you all a Merry Christmas!

Your ICIW-family

Meet the Team - Elin Sombeck

Meet Elin Sombeck, our Purchaser! Elin is responsible for all our purchases, stock-monitoring and delivery monitoring for suppliers and deliveries. She’s also involved in panning new collections together with the design team.

She describes that working at ICANIWILL there is always room for progress and development for both yourself and your team. You never know what´s next and she says that’s the charm with a company in such a growth phase. When asked what the best part about her job is, she answers “The best thing about working at ICIW is that everyone is so driven. Everyone gives so much passion and energy to the company and the reward is an awesome family-feeling.”



What have you done today at work?

Today I have been planning orders for 2021 for our new collections that are coming up next year. I’ve also spent a lot of time this week following up on our stock after last weeks black week.


What’s your top 3?

Hanging out with my boyfriend and friends, prosecco with nice food, and our little mini daschund puppy that we will get in January 2021 (he of course already qualifies on my top 3)


Favorite piece from ICANIWILL?

Nimble tights, definitely my favorites. If you don´t own them, get a pair asap.


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

I think I would bring Marianne that works with our finance. She is always very calm and has great solutions to all the issues I bring her. Feels like she would have good structure for survival skills on a desert island, haha.


Cardio or lifting?



What do we not know about you?

I am very obsessed with lip products, and always have a lip oil with me wherever I go.  

To push through and keep going

We’ve said it before, and we’ll say it again – working towards your goals isn’t easy.

With winter sneaking up on us, temperatures dropping and days getting shorter, keeping your motivation up can be challenging. This time of the year is where your mental strength comes into play, because sometimes your discipline has to be stronger than your mind telling you to give up.



Our Push Through Campaign is meant to be that little extra push to remind you to keep going, even when your mind tells you not to. You probably know by now that our ultimate goal is to see you succeed and reach those goals you’ve worked so hard for. So we want to be part of that journey and help you stay motivated along the way.

But real talk, how do you push through when everything tells you to give up? Our best tip is to remind yourself of where you’re going and why you started.



Write down you goal on a piece of paper, on your phone or on a post-it and read it to remind yourself of why all the hard work will be worth it in the end. There are tons of research that show that one’s attitude and mental strength has a huge impact on performance, so don’t skip on this.

This is exactly what our founder Gustaf Ollas did when he started ICANIWILL. He wrote “ICANIWILL” on a post-it note and put it on his bathroom mirror so that every day, he could look at it to remind himself of where he was going. And look where he ended up!

To lose track and feel unmotivated is totally normal, we all do at times. But the difference between a champion and everybody else is that the champion doesn’t gives up. A champion tells themselves to keep going. So write down that goal and get pushing!



However, at the end of the day motivation, hard work and pushing through all comes down to one thing – living a lifestyle that you like, that you’re proud of and that you want to keep pushing for. Balancing career, work, training and social life is tricky and even though hard work is a big factor of success, so is time to rest and refuel. So remember, even champions need to recover! Taking a few days off to come back even stronger is a part of the journey too. The most important thing is to not lose track of where you’re headed and remember why you started.


So, what are you pushing for?


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!

Meet the Team - Rebecca Ekdahl

We are slowly but surely making our way through the different departments here at ICANIWILL and this weeks Meet the Team is from the Influencer Marketing department!

Meet Rebecca Ekdahl, one of our awesome Influencer Marketing Coordinators! Rebecca works mainly on the Swedish market where she coordinates and plans our Influencer Marketing and ambassador collaborations. She is the brain behind our Swedish collabs and other publicity on social media. Rebecca describes ICANIWILL as a family-like environment where everybody shares goals and visions and says she really appreciates the strong team atmosphere at the office. Rebecca has a background as a football (soccer) player and apart from her daily workouts, she tries to squeeze in some material arts every now and then. Saying she lives an active lifestyle is no exaggeration.




What have you done today at work?

Today has been a very typical “normal” workday for me. I have coordinated upcoming collabs and mapped out what is coming up in the near future. We are currently focusing on spreading our tag line “Our goal is to see you succeed” with help from our ambassadors and influencer marketing.


What’s your top 3?

My family and friends, working out and spending time at our country house in the archipelago.


Favorite piece from ICANIWILL?

I genuinely love all our pieces and I am so happy to work with a brand that I can proudly represent! My favorite pieces right now are the Nimble tights, Define sports bra and Define crop tops. And don’t forget about our underwear and socks! WOW!


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

I would bring two people if I could grab an extra. Firstly, I would bring our Influencer Marketing Manager Moa Lindmark, she is a great friend of mine and a great problem solver. Secondly, I would bring our founder Gustaf. He is one of the strongest, but also kindest, people I know.


Cardio or lifting?

I believe a combination of both is the best kind of training!


What do we not know about you

I love donuts!!!

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!

Split trainingsschema á la ICIW

Wij willen niet alleen de beste trainingsomstandigheden creëren voor onze sporters in de vorm van de juiste kleding en uitrusting, maar we willen er ook voor zorgen dat ze de een geweldige training kunnen doen!

De oprichter van ICIW, Gustaf Ollas, heeft een split trainingsschema ontworpen voor wie twee keer per week traint en de focus van de trainingen wil verdelen. Tijdens de eerste twee jaar als zelfstandig ondernemer, werkte Gustaf ook als personal trainer. Ook heeft hij meer dan tien jaar ervaring met krachttraining en hij heeft zelfs meegedaan aan onder andere Fitness5 en Athletic Fitness.


- Voer het split schema drie weken lang uit.

- Noteer welke gewichten je tijdens elke training gebruikt.

- Doe vóór elke training een warming-up en doe na elke training een aantal rek- en strekoefeningen.

5x15 = 5 sets van 15 herhalingen

SS = Superset = doe 1 set van de eerste oefening en direct erna 1 set van de tweede oefening, daarna rust je volgens het schema.

60 seconden rust tussen elke set

  1. Bench press
  2. Chins of pull down
  3. Overhead press
  4. Bicep curls SS skull crushers
  5. Seated row SS facepulls
  6. Side raises SS achteroverliggende dumbbell flyes (op een bankje)

60 seconden rust tussen elke set

  1. Squats
  2. Leg press
  3. Romanian deadlift SS lunges
  4. Leg extension SS lying leg curls
  5. Calf raises (optioneel) SS sissy squats

Oefen je techniek!

Het allerbelangrijkste bij krachttraining is de juiste techniek. Wanneer je de oefeningen slordig uitvoert, loop je het risico op blessures. Begin altijd met lagere gewichten om de techniek onder de knie te krijgen en bouw het gewicht dan langzaam op. Als je twijfelt, vraag dan een trainer in je eigen sportschool om tips!

Korte pauze!

De opbouw van de training is deels gebaseerd op een korte rusttijd tussen de sets. Houd de tijd bij om het meeste uit je training te halen, gebruik de timer op je mobiele telefoon als hulpmiddel!

Spiervermoeidheid door volume!

De opbouw van de training zorgt voor vermoeidheid in je spieren door het hoge volume. Volg de richtlijnen om het maximale uit je training te halen. Train je met iemand samen? Vraag diegene dan je herhalingen te tellen!


Zet ‘m op en laat ons graag weten wat je van dit trainingsschema vindt!


Gustaf en Fredrik Gustafsson in gesprek tijdens een lezing,

NMW – Het gebeurt natuurlijk allemaal in Norrbotten!

ICANIWILL en Gustaf kregen de eer om als voorlezer tijdens een ontbijtlezing deel te nemen aan NMW in Boden, Zweden. Het evenement vond plaats op 11/2 in het Boden Business Park.

NMW is een jaarlijks evenement dat bezoekers uit heel Zweden trekt. Het doel is om culturele en creatieve industrieën in noord-Zweden te inspireren en stimuleren. De zaal was volgeboekt met 60 nieuwsgierige en geïnteresseerde bezoekers die waren gekomen om naar de lezing van Gustaf te luisteren.

Gustaf vertelde over zijn inspirerende reis en hoe het allemaal begon met een idee op een post-it op zijn badkamerspiegel in Uppsala in 2009, namelijk om zijn eigen kledingmerk te starten, zonder kapitaal of kennis. Ook vertelde hij over de uitdagingen en leerprocessen die hierbij kwamen kijken.

Duurzaamheid en milieu

Al sinds het begin van de kledingproductie in 2015 zijn milieu en MVO voor ICANIWILL een belangrijk aspect bij de keuze voor fabrieken en fabrikanten. Tegenwoordig werken we met een aantal zorgvuldig geselecteerde fabrikanten van over de hele wereld. Met sommige fabrieken werken we direct samen en met andere fabrikanten via streng gecontroleerde handelsagenten. Ons doel is om alle fabrikanten één keer per jaar te bezoeken.

Een strategische, belangrijke keuze die wij bij ICANIWILL hebben gemaakt, is om veel van onze kleding in de EU te produceren, want:
1) De fysieke afstand maakt het makkelijker voor ons om werkomgeving, lonen, etc. te controleren.
2) De impact op het milieu in de vorm van transport is aanzienlijk lager.
3) We kiezen de stoffen en accessoires ook hoofdzakelijk van fabrikanten in de EU, om de impact op het milieu te verminderen.

Naast onze eigen eisen voor de fabrikanten hebben we ervoor gekozen om met fabrikanten te werken die grotere klanten hebben (Zweedse en internationale), waardoor we samen meer eisen kunnen stellen. Daarnaast werken we aan het ontwikkelen van ons eigen MVO-beleid. Een omvattend proces dat tijd kost, maar belangrijk is.

Gerecycled materiaal
Huidig onderzoek toont enkele voordelen van het gebruiken van gerecycled materiaal, maar tegelijkertijd zijn er duidelijke nadelen. Op basis van dat feit hebben we ervoor gekozen om te wachten met het gebruiken van gerecycled materiaal, totdat we een oplossing kunnen vinden die op de een of andere manier klimaat-positief is. We werken momenteel aan een collectie die gecertificeerd is en we hopen deze in 2020 te lanceren. Meer informatie volgt.

Al onze fabrieken zijn in goede staat en de werkomstandigheden in de vorm van lonen, werktijden etc. zijn in overeenstemming met de wetten in het betreffende land. In onderstaande video kun je een beter inzicht krijgen in hoe een productie er meestal uitziet.

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.


De actieve levensstijl waar bij ICANIWILL voor staan, bestaat uit reizen en activiteiten voor onze gezondheid. In Noorwegen vind je de mooie plaats die bekend staat als Lofoten, en in voorbereiding op de lancering van nieuwe producten in juli hadden we de mogelijkheid om deze magische plaats te bezoeken voor foto- en filmwerk. Hier op ICIW Stories kun je lezen over toekomstige releases, inspiratie voor reizen, videomateriaal en inspiratiefoto’s. Nu presenteren we je: ICIW in Lofoten.



Black / Golden Limited Edition

Toen ik dit bedrijf begon, was ik bezeten van Limited Editions. Mijn oorspronkelijke idee was om producten te verkopen met een handgeschreven nummer op elk kledingstuk, met een persoonlijke brief van mij aan de klant. Dat werkte in het begin bij de eerste producten, maar ik zag al snel in dat dit op de lange duur niet vol te houden was met de groei die we doormaakten, en het concept werd toen aangepast zodat het behapbaar bleef. Vandaag de dag maken we veel producten in grote oplages, maar sommige producten willen we nog steeds speciaal houden.

De Zwart / Goud-collectie is een ode aan onze roots en hoe we in het begin werkten. Deze keer hebben we het concept iets verder doorgevoerd en om jullie ervan te verzekeren dat jullie uniek zijn hebben we elk kledingstuk genummerd. Je vindt het nummer aan de binnenkant van ieder kledingstuk, 1/100 etc.

Waarom nou juist goud?

Wij geloven dat iedereen iets meer goud in zijn leven nodig heeft. Deze Black Golden-kledingstukken zijn gebaseerd op hetzelfde idee als het merk ICANIWILL. Je kunt ervoor kiezen om te denken dat het cliché is, en alleen maar een naam, of je kunt diep vanbinnen graven en voelen hoe je zelf in je levensreis kunt relateren aan ons harde werk en het merk ICIW. Heb je een mijlpaal bereikt, ben je halverwege op weg naar je doel? Geef jezelf een gouden (medaille) kledingstuk, en vier je mijlpalen en bereikte doelen.


De Limited Black Golden-serie bestaat uit:

- 100 Hoodies

- 100 Joggingbroeken met gouden borduursel

- 100 Tri-blend T-shirts

- 100 Perform Short shorts

De producten worden 3 Augustus 2018 gelanceerd

Het beste!


/Gustaf, oprichter ICIW

Samenwerking met Ung Cancer

Ung Cancer is er voor jongvolwassenen die zelf kanker hebben of die dicht bij iemand met kanker staan. Ung Cancer bestaat uit duizenden leden tussen de 16 en 30 jaar en is een ideële, onafhankelijke organisatie zonder politieke of religieuze binding.
Ung Cancer is er voor haar leden door middel van psychosociale steun en om het gat te vullen dat vaak ontstaat tussen het ziekenhuis en het leven daarbuiten. Ze creëren ontmoetingsplaatsen en mogelijkheden voor gemeenschap in een tijd waarin het makkelijk is om je helemaal alleen op de wereld te voelen. Ze geven economische steun aan mensen die het vanwege kanker moeilijk vinden om rond te komen. Ze steunen leden in hun rehabilitatie en maken de weg vrij. Ung Cancer informeert over jongvolwassenen die met kanker leven om vooroordelen te bestrijden, angst te verminderen en te inspireren tot verandering. Ze debatteren over vragen die de doelgroep aangaan om verandering in de zorg en de samenleving te bewerkstelligen.
Voor onze samenwerking tussen ICIW en Ung Cancer hebben we leggings voor zowel dames als heren ontwikkeld, en €10 per verkocht paar gaat rechtstreeks naar de werkzaamheden van Ung Cancer. 
Samen met Ung Cancer kunnen we er voor elkaar zijn, vandaag en voor altijd. <3


Welkom bij ICANIWILL Stories, of zoals wij nu vaak zeggen, ICIW Stories

Mijn naam is Gustaf en ik droom als sinds ik in 2012 het bedrijf startte over het hebben van een eigen lifestyle-merk. Een merk dat aansluit bij de mensen die diep van binnen geloven in de mogelijkheid om het leven dat ze willen leiden zelf te creëren.

Toen ik na mijn studie economie tijdens mijn eerste kantoorbaan na zat te denken over wat mijn drijfveren waren en hoe ik mijn leven wilde leiden, zag ik al snel in dat de ingeslagen weg voor mij niet de juiste was.

Voor mij was de keuze makkelijk. Het leven is te kort om je dagen door te brengen met het doen van dingen die je niet dichter bij je doelen brengen. Zo gezegd, zo gedaan en na een slapeloze week met eindeloze schetsen voor de opzet van het bedrijf, diende ik mijn ontslag in bij mijn baan en mijn enige vaste inkomsten. Een ontzettend eng en groot besluit, maar het beste wat ik ooit in mijn leven gedaan heb. Nu breng ik mijn tijd door met het doen van dingen waar ik een passie voor voel en ik weet dat ik mijn doelen zal bereiken. Ik ben er nog niet, maar ontzettend veel dichterbij dan als ik die dag niet had besloten om mijn hart te volgen. 


ICIW maakt een mooie reis en ik heb het geluk die reis mee te maken als oprichter en directeur. We willen het geloof dat wij hebben verspreiden zodat meer mensen die lastige beslissingen durven te maken, want wij geloven dat dat is hoe je groeit.

Ben je het met ons eens? Geloof je in onze visie? Ja, dan is de kans dat je onze kleding leuk zult vinden extra groot.

Elk kledingstuk dat we verkopen is een resultaat van mijn passie om te ontwikkelen en nieuwe dingen te leren. Bijna vijf jaar geleden wist ik niet meer over de kledingbranche en -productie dan wat de meeste mensen weten, maar ik was er van overtuigd dat ik dingen kon leren en iets kon maken wat goed was.

Hier bij Stories is ons idee dat je onze kleding kunt bekijken in de omgeving waar ze voor gemaakt zijn, een platform waar onze klanten, samenwerkingspartners en vrienden doen waar ze gelukkig van worden en wat ze dichter bij hun doel brengt.

Welkom in een ICIW-wereld waarin iedere Story gemaakt is door mensen die de gok gewaagd hebben.

Het beste,

Gustaf en de ICIW-familie

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