Fashion in the time of Covid: Branded masks to help you make a style statement

Dressing up can be a mood booster, and a stylish mask can help you showcase your personal flair.

Agencies
The mask has become a way of life now.
Fashion brands across the globe have changed their product lines to include branded masks. Aditya Birla Fashion & Retail Limited (ABFRL) one of India’s top manufacturing and retail branded-fashion apparel companies, with workwear labels such as Louis Philippe, Van Heusen, Allen Solly and Peter England, have also gone this way and now produce branded masks.

Yes, that means you can wear your branded workwear with a matching branded mask. While there are plenty of masks out there, Vishak Kumar, CEO – Madura Fashion & Lifestyle, Aditya Birla Fashion and Retail Ltd, said that besides safety, they are in the business of style, so the aesthetic of the mask matters as well. “This was an opportunity to produce masks that were not only of great quality but also high on aesthetics and crafted for safety. Customers liked the product offering, as reflected in the product ratings as well as the sales volumes,” says Kumar.

Kumar says that adding masks to their list of products was a big change and that they deployed a special team for the project, in a very short matter of time. But it was all hands on board. “ While we managed our sales through online platforms and our stores, the donations were managed through our CSR wing,” adds Kumar.


The mask has become a way of life now and so why not make it a style statement? Plus, like dressing up can be a mood booster, could a stylish mask help you showcase your personal flair. “Apart from comfort, washability, breathability, aesthetics is also something important to consider. I think it is important that people wear masks that provide a high degree of aesthetics,” says Kumar.

He adds, “The mask covers a part of the most distinct, visible part of our bodies – the face. We all spend a lot of effort to look good – a mask must help the wearer to look good as well – even while complying to the safety needs of our society. And if it bears the brand logo, it reflects the quality and attention to detail that has gone into the product.”

Covid-19 Bankrupcy Hits ALDO, Gold's Gym And Other Companies
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Covid-19 has forced lockdowns in countries across the world. The inability for businesses to run normally has taken a toll on many of them. Filing for bankruptcy helps companies get relief from creditors. Here are a few who have gone that route in the last month.

Covid-19 has forced lockdowns in countries across the world. The inability for businesses to run normally has taken a toll on many of them. Filing for bankruptcy helps companies get relief from credi..
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The Canadian shoe retailer filed for bankruptcy a few weeks ago. ALDO has asked for protection using the Companies' Creditors Arrangement Act (CCAA). The company is seeking to stabalise business which has suffered due to closing of their outlets across the globe. They have about 3,000 stores in various parts of the world.

Money involved: The company's pre-petition debt is around $214 million which is a revolving loan by the Bank of Montreal which would mature in October 2022.
The Canadian shoe retailer filed for bankruptcy a few weeks ago. ALDO has asked for protection using the Companies' Creditors Arrangement Act (CCAA). The company is seeking to stabalise business whic..
Read More
The Columbian airline company, the second oldest in the world filed for bankruptcy earlier this month. Avianca has had all their airplanes grounded since March when the aviation industry suffered a heavy blow due to Covid-19. The company employs 12,000 people in Latin America.

Money involved: Last year, the company took around $375 million loans from United Airlines and Kingsland Holdings. They missed debt repayment of $66 million just before their bankruptcy filing.
The Columbian airline company, the second oldest in the world filed for bankruptcy earlier this month. Avianca has had all their airplanes grounded since March when the aviation industry suffered a h..
Read More
The Jamaican-based telecom company owned by Irish billionaire Denis O’Brien filed for bankruptcy in Bermuda and the US. Digicel is seeking to sort out their debt issues. The company functions in 32 markets around the world.

Money involved: Court documents filed by the company state that they have around $7.4 billion outstanding debt.
The Jamaican-based telecom company owned by Irish billionaire Denis O’Brien filed for bankruptcy in Bermuda and the US. Digicel is seeking to sort out their debt issues. The company functions in 32 m..
Read More
The US fitness chain which has more than 700 gyms across the world have seen most closed amidst the pandemic. Founded by former bodybuilder Joe Gold, the company has been in the business for the last 50 years. The coronavirus has affected the company badly forcing them to file for bankruptcy protection under Chapter 11.

Money involved: The gym chains's debts are around $1.6 billion.

(Image: AFP)
The US fitness chain which has more than 700 gyms across the world have seen most closed amidst the pandemic. Founded by former bodybuilder Joe Gold, the company has been in the business for the last..
Read More
The world's largest satellite company has been delisted from the New York stock exchange as it filed for bankruptcy a couple of weeks back. Intelsat provides services to the BBC, 21st Century Fox, TimeWarner, and the Walt Disney Company among others. It's hoping to restructure and cut debts.

Money involved: Intelsat has around $15 billion debt that it's seeking to reduce to half with the bankruptcy filing.
The world's largest satellite company has been delisted from the New York stock exchange as it filed for bankruptcy a couple of weeks back. Intelsat provides services to the BBC, 21st Century Fox, Ti..
Read More

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