Airlief revolutionizes the way citizens protect themselves from air pollution. THE PROBLEM Every year, more than 400 000 people in the EU die prematurely due to the consequences of air pollution: this is more than 10 times the toll of road traffic accidents. Another 6.5 million people fall sick as air pollution causes diseases such as strokes, asthma, and bronchitis. Many people, exposed to air pollution, do not use protection because medical masks evoke connotations of disease, which make people avoid you; air pollution masks made of fabric are not efficient enough; effective masks with big filters and vents make you look a bit scary and bizarre. Unless the sky is covered with smog, most people refuse wearing pollution masks, because they do not like the existing products on the market. THE PRODUCT Airlief is our vision of an effective air pollution mask, which is comfortable and is rather perceived as a fashion accessory than a complicated air filtering device. It should bring positive connotations while alerting about the unhealthy levels of the air pollution. The nose-mouth area is freed from bulky parts and made of transparent material. This novelty design aims to enhance the face of the wearer instead of covering it. The transparent area also opens a possibility to customize the mask and to apply different patterns depending on the users' will. To achieve this, we shifted the exhaust air valve under the chin and the air filters to the side of the face. The filters are redesigned in a fashion, inspired by the beauty of nature seen in the wing of a dragonfly. Airlief affixes to the head in an innovative way, inspired by the ancient head jewelry, e.i. Golden Wreath. THE BUSINESS Airlief is a startup, targeting the problems of air pollution in big urban areas. Our potential customers are active citizens between 18 & 35-year-old; people with respiratory problems; people who work outdoors. Our target markets are Europe and Asia. Our business model is based on online sales. The product will be manufactured in Bulgaria with components from local and foreign suppliers. Airlief is a product for those who want to protect effectively themselves from air pollution without feeling awkward of wearing an ugly mask.