The World Health Organization estimated 7 million premature worldwide deaths were caused by urban air pollution and use of indoor solid fuels.

“We can’t live more than three minutes without air,” said O2TODAY founder and CEO, Bruce Lorange. “Air is the thing we are always dependent upon that we think least about. Breathing literally fuels our lives.”

After creating the World’s Most Breathable Urban Air Mask, originally made of Merino wool, the company’s latest O2SafeAir masks use a new filtering technology to provide wearers with science-backed protection against air pollution and airborne pathogens — an excellent development for Utahns who know bad air.

Designed to be a total wellness system to enhance breathable air, O2SafeAir masks kick-off a new safe air health movement to generate awareness about air pollution using what Lorange calls wearable storytelling. “We’re on a quest to help people breath cleaner,” said Lorange. “Every time someone asks about your mask, it generates awareness around our air quality problems. We are redefining protection against poor air quality with effective and stylish solutions that will help the public overcome the stigma of wearing protective masks for better health outcomes — very relevant to Utah where air pollution is a leading issue and one of the reasons I moved our company here.” Lorange has since made Utah his primary residence.

Not technically a medical device, O2SafeAir masks offer medical-grade protection against the damaging effects of air pollutants that enter the bloodstream to create life-shortening health risks such as cardiovascular disease and heart attacks. O2SafeAir masks filter potentially harmful bacteria with 99.99% efficiency to the size of .1 micrometer. “This is the beginning of a safer air movement for all breathers,” said Lorange.

Lorange explained one of the challenges of entering a niche market involving health issues: “We fit into a total wellness regime like a water bottle or fitness tracker because people are interested in more than intrinsic product value.”

O2TODAY advances thinking about what people breathe while offering a short-term solution to as many as possible. “The bigger issue is helping people understand what you are breathing can be harmful over time,” Lorange said.