ICANIWILL Sportswear

Icaniwill, commonly referred to as ICIW, is a prominent Swedish sportswear brand founded in 2012 by Gustaf Ollas. The brand's identity is famously rooted in a post-it note Ollas placed on his bathroom mirror during his university years with the words "I CAN I WILL" to maintain his focus and motivation. What began as a fitness blog evolved into a major e-commerce success story, initially gaining traction through social media marketing and CrossFit-inspired apparel.

The company does not own its own production facilities. Instead, it collaborates with independent third-party manufacturers. These production partners are primarily located in Asia and select parts of Europe. Icaniwill emphasizes supply chain transparency and ensures that its manufacturing partners adhere to REACH chemical regulations and international labor standards.

As of 2026, Icaniwill remains headquartered in Stockholm, Sweden, under the ownership of ICANIWILL AB. While the brand started as a direct-to-consumer (DTC) digital entity, it has expanded significantly into physical retail and wholesale partnerships across Scandinavia and Europe. The venture capital firm Wellstreet has also been a notable partner in the brand's growth and technological development.