AM – A Movement Against Screen Schmutz


The design strategy for the AM product line was to create an all-in-one portable solution to remove the grime on personal screens while evoking a design language that actually makes cleaning fun. Extensive research revealed a microfiber cloth that is gentle enough to be used on electronic device screens but tough enough to easily clear away smudges, dirt, dust and fingerprints.

Designed by Rinat Aruh, IDSA, Johan Liden, IDSA, Erik Jarlsson, Rogerio Lionzo and Frank Zaremba of aruliden

Contact: Alex de Ronde -