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Brand Story
SmellWell was founded 2012 in Sweden as a result of a pair of stinky football shoes. After trying available options on the market that merely covered up the problem, we teamed up with scientists and developed our own planet-friendly formula that goes to the source of the problem and really works. Our products are today sold by leading retailers worldwide in over 6000 stores.
Mission
We want to encourage every active person in the world to care for favourite gear, so it stays fresh and lasts longer. We do that by creating planet-friendly products that protect against humidity, bacteria and unwanted odours. The single biggest difference to the environment today is to take care of our stuff so it lasts longer, recycling should be the last option. This is what drives us, and we want to invite consumers, brands and organizations to a circular collaboration that creates positive impacts in our communities.
Our products are developed and independently tested in Sweden, and are 100% climate neutral. REACH certified for health and environment. Our main ingredient, Moso bamboo is a highly sustainable way to keep your stuff fresh. Bamboo is widely plated organically without irrigation, pesticides or fertilizers throughout Asia. Water is reused in the process and it takes less than five years for a seed to mature and bamboo will continuously be available for future generations.
SmellWell laundry capsules carry the Nordic swan eco label, one of the world's most trusted and recognized ecolabels.
Almost all trainers on the market are composed of plastics, which are 99% derived from petroleum. Approximately 60% of all clothing today is made of synthetic textiles and society’s dependence on plastic and oil is a huge challenge.
The latest and greatest trainers and high-tech synthetics also have one additional major downside: they can start to smell awful pretty quickly.
We take pride in continuously bettering ourselves, reducing our environmental impact and celebrating and supporting circular-economy and green initiatives. Moving forward we’re looking for new partnerships and ways to make a difference on a bigger scale.
The Smellwell brand is built through a strong community of co-creators and ambassadors that share our passion for active lifestyles and sustainable living.
We collaborate with world-class brands, professional athletes, and happy amateurs. Our ambassadors are ultra-runners, triathletes, CrossFit athletes, UFC fighters, extreme-skiers, professional football and hockey players , as well as adventurers and soul seekers from all over the world. We are constantly looking for new collaborations, challenges and ways to make a difference.
