Designer Anti-Pollution Facemasks Hit The Market in China
Vogmask in Vogue for Babies, Teens and Adults as Winter Pollution Descends
BEIJING - An American company has launched a fashion focused anti-pollution facemask in China that is taking the country by storm.
As choking pollution engulfs much of China for the second winter in a row, innovative new products are meeting the needs of image conscious consumers. As “his and her” t-shirts, tiny dogs with clothes-on and expensive coffee become the rage - now custom branded facemasks have become a common sight on the trendy streets of Beijing, Shanghai and other cities.
As coal-burning incinerators are turned on for the winter and ‘pollution season’ begins, many people are demanding high-preforming pollution protection, but want to fit-in with their increasingly fashion-minded friends and colleagues. Eliza Chen, a 27 year-old PR Manager from Shanghai said “I was looking for something that filters air well, but doesn’t make me look like Darth Vador’s wife. There was nothing that looked good that had also been lab tested till Vogmask came. Now I wear their mask whenever the AQI is over 150.”
The United Nations recently re-classified air pollution as a Group 1 carcinogen, citing it as a leading cause of cancer globally, similar to second hand cigarette smoke. “All our staff were complaining about air pollution, and several asked for reassignment to Hong Kong or Singapore” says Shirley Yang, the HR Director for Godolphin, a Beijing based paper printer “We got air purifiers for the office and gave all of our staff a branded facemask with our company logo on from Vogmask. Now people feel less worried and staff satisfaction levels have increased.”
Vogmask are working with several schools on designing a custom branded mask with their school logo, helping the students to feel ‘part of the crowd’. The Director for Vogmask China, Christopher Dobbing, says “I noticed last year that many children were choking from the smog here and starting to get ill. Parents wanted a mask that could fuse fashion and function – so we made a brandable mask that filters 99.978% of tiny pollution particles that is suitable for babies, children and adults.”
Vogmask recently partnered with a street fashion brand Plastered 8, famous for their sometimes-controversial t-shirt designs. “We are really excited that we can get our patterns on a mask” Says Dominic Johnson-Hill, Creative Director at Plastered 8 “a lot of my customers want protection from the air pollution, so it’s great to see them wearing my designs on an anti-pollution facemask”.
Vogmask is priced between 180-225 RMB retail, and is available on their website www.vogmask.cn as well as in hospitals, school and stores through China.
Director, Vogmask China