Despite bootleg YEEZY masks and legit BAPE masks, pollution masks aren't so often used in the West. This Swedish startup brand, however, wants to change all that.

Airinum — whose tagline reads "breathing is a necessity. Air is a choice" — began when one of the company's co-founders moved to India and couldn't find a mask that merged fashion and function.

Though you're not likely to see air pollution masks in major cities like London, New York and Paris, you probably should.

According to The World Health Organization, 92 percent of the world’s population lives in places where air quality levels exceed WHO limits, resulting in 18,000 premature deaths per day as a result of that pollution — more than the casualties from HIV/AIDS, tuberculosis and road injuries, combined.

The masks cost $75 each and come in a range of colors.

Now, meet the Russian streetwear brand making clothing with prisoners.

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