ICANIWILL began with a post-it note and a dream. In 2007, Gustaf Ollas put “I CAN, I WILL” on his mirror to keep pushing – working weekends, blogging, sketching designs. He saw a gap in the sportswear world and the rest is history. Fast forward, and ICIW is now one of Scandinavia’s fastest-growing activewear brands, loved across Europe for fitness gear that performs and for style that doesn’t sacrifice comfort.
Now, with Sitoo powering their stores, ICIW is bringing that same energy into the retail space. Unified systems and best-in-class tools mean store teams can spend less time on labor-intensive tasks and more time connecting with customers - helping them pick the best gear and sharing the enthusiasm that started it all.
We’re proud to partner with a brand that turned a bathroom mirror into a movement – and can’t wait to see how ICIW takes off from here.
