I CAN I WILL (ICIW) sportswear

I CAN I WILL (ICIW) is a prominent Swedish sportswear brand that carries a unique origin story. It began in 2012 when founder Gustaf Ollas placed a post-it note with the words "I CAN I WILL" on his bathroom mirror for daily motivation. What started as a successful fitness blog and a single pair of camo-patterned leggings has evolved into one of Scandinavia's fastest-growing athletic wear companies. The brand focuses on high-performance gym gear, including seamless tights, sports bras, and functional training apparel.

While headquartered in Stockholm, Sweden, the company does not own its own factories. Instead, manufacturing is outsourced to independent producers across multiple countries, primarily located in Asia and parts of Europe. This global supply chain allows the brand to utilize specialized textile regions while maintaining strict quality and ethical standards through third-party audits. As of 2026, the brand remains under the ultimate ownership of its founding company, ICANIWILL AB, though it has various minority stakeholders and has been subject to market interest for potential acquisition due to its significant growth in the European fitness market.