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Clothing brands sense opportunity in mandatory face mask use
Mahmudul Hasan
Coronavirus is here to stay and face mask, whose use was mostly confined to medical institutions, have become a non-negotiable part of people’s everyday dress code -- a reality that has tempted clothing brands in Bangladesh to have a crack at giving an aesthetic spin to the humble piece of protective gear against airborne disease.
Lifestyle giant Yellow was the first clothing brand in Bangladesh to take face masks to the realm of fashion in early April, anticipating people’s wish to turn mask wear into a fashion statement.
Now, it sells an array of face masks in different categories -- essential, fashion, embroidery, technical and denim—for men, women and children -- at its 15 stores.
“Since many people use masks, we have given importance to fashion as well as safety,” said Hadi SA Chowdhury, head of retail operations of Yellow, which is owned by Beximco Group, one of the corporate titans.
Its printed double layer mask is made with cotton fabric and its innovative shape means it can be used as a mask and also as a scarf.
The brand has brought out embroidered woven fashion mask hena exclusively to cater to women. Made of cotton fabric for a firm and comfortable fit, the mask has a soft inner layer (non-dyed) next to the skin to avoid irritation and it is washable.
“Our masks are for non-medical use. Most of them can be washable and reusable.”
So far, Yellow, which will soon manufacture four-layer N95 mask and a three-layer surgical mask, has sold 2.5 lakh units of face masks, according to Chowdhury.
It has been a week that another retail clothing behemoth Aarong started selling masks from a third-party supplier.
“The response is tremendous. More than 50 per cent of the masks were sold in seven days,” said Mohammad Ashraful Alam, chief executive officer of Aarong.
To cater to the demand, Aarong will launch a face mask production line in a factory of Ayesha Abed Foundation, which serves as one of the top supply hubs of the brand, from next week.
“Our mask will be fashionable so that they match our clothing items,” he said, adding that masks will be made following the guidelines of the World Health Organisation and the Directorate General of Health Services.
The brand is bringing out six types of face masks and for men, women and children.
Sara, a lifestyle brand of apparel exporter Snowtex, began selling masks from the middle of April.
“We are overwhelmed with the customer’s response and once we bring out the product it gets sold out very quickly,” said SM Khaled, managing director of Snowtex and Sara.
So far, it has sold about 2 lakh units.
The brand, which has five stores in the capital, invested heavily on research so that the quality of face masks improves.
“Now our masks provide 72 per cent protection level against airborne viruses. It will soon cross 90 per cent.”
Ensuring both breathability and protection at the same time is the main challenge in manufacturing face masks, according to Khaled.
Sara makes embroidered and printed masks for fashionable persons. The brand’s masks for non-medical use are priced at Tk 40-50 and the ornate ones at about Tk 200.
Sultana Nasreen Shumi, the owner of upscale boutique Azaaraz in Gulshan, has started giving a complementary mask to customers with every dress ordered.
“I do not sell masks at shops. But I am giving out a mask with each of my products out of responsibility,” she said.
Azaaraz makes face masks matching its outfits.
“If an outfit is red, I make a red mask. And if the dress is embroidered, I embroider the mask too.”
She said a lot of the people have come out of their homes following the easing of restrictions but they are not wearing masks because they do not have beautiful ones.
This prompted her to figure out how to create fashionable masks such that people wear it.
Although Azaaraz does not sell masks directly, she selectively accepts some orders from clients.
“Even I got some orders for masks for brides and grooms,” Shumi said, emphasising safety in addition to gorgeousness and fashion.