SmellWell – a Swedish brand that develops products designed to help reduce bad odors in shoes and gear by absorbing moisture. According to SmellWell, the brand was founded in Sweden in 2012, with the aim of solving the problem of smelly football boots by addressing the root cause rather than simply masking the odor. The range includes products such as SmellWell Freshener Inserts and Freshener Bags, made from a blend of activated carbon from bamboo and minerals, developed to absorb moisture and odor in, for example, shoes, bags, and training equipment. SmellWell explains that bad odors often occur when bacteria thrive in moist environments – which is why the products focus on reducing moisture so bacteria don’t have the same conditions to develop.
