Alan Walker is a 21-year-old Norwegian DJ who made his big breakthrough with the song “Faded” in 2015, the video of which has already garnered more than 2.1 billion views on YouTube.

In December 2018, he decided to turn his trademark image of hoodie and face mask to good use by launching a particle filter mask with Swedish brand Airinum to highlight the lack of clean air in many major cities.

“I’ve always wanted to use my position to make a difference, and when I met the team at Airinum I started to realize how big of an issue polluted air really is. I felt it was right to stand up for something important – the topic of climate change and the alarming consequences it brings,” says Walker, who has built his whole image around wearing a mask. We take around 20,000 breaths every day. When we breathe poor quality air, it can severely damage our health and contribute to asthma, respiratory diseases, cancer, strokes and even death.

“I once heard a saying: “sometimes what’s simple is what’s best. That’s the definition of ‘Faded.’” – Alan Walker

The simple act of breathing is killing seven million people a year and harming billions more. This alarming fact inspired Fredrik Kempe to co-found Airinum, to produce the Urban Air Mask, a fun and iconic fashion accessory that now has serious, lifesaving work to do.