After health officials recommended wearing face covering for protection against the coronavirus, many Pakistani retailers produced their own masks to fill this need.
Some brands have also pledged that sales of these masks will be going toward supporting communities affected by the outbreak and restrictions that followed.
Pakistan’s most famous high-street retailer was one of the first Pakistani brands to release its own line of masks. For less than Rs200, fashion lovers can grab embroidered and printed stylish face covering, including one that plays on the phrase “Keep Calm and Carry On” with “Keep Calm and Keep Distance.” They also have embroidered rickshaws and masks with traditional patterns. While many designs on their website and social media are already sold out, Khaadi says their in-store supply is still available.
In the beginning of the virus outbreak, Generation put their leftover fabrics to use for face masks. Customers would get them with each order to stitch masks themselves. The brand over the past few years has been turning greener and often opts to reuse fabric in its collections. Reusable masks from leftover materials fit right in with the brand’s ethos, while for every Generation fan their bright traditional prints are worth snatching up.
Nishat Linen took a different approach to face covering, opting to make fun embroidered fabric masks exclusively for their kids line. With designs featuring pretty embroidered flowers and motifs of superheroes such as Spiderman, Nishat is encouraging children to observe safety measures with a stylish flair. The masks are mostly sold out in their online shop, but still available at physical stores.
Premier Pakistani streetwear brand Rastah put their fabric reserves to use almost immediately after COVID-19. All proceeds of the mask sales go to support Pakistani daily wage workers, many of whom lost their sources of livelihood due to coronavirus lockdowns and the ensuing economic slowdown. The brand created masks featuring embroidery with Urdu calligraphy and the block prints they are known for in their street style apparel.
International rands making masks that ship to Pakistan are aplenty, including those from sustainable fashion and high fashion. Everlane, for example, introduced masks to their 100% Human line which gives proceeds to different rights groups, while Asos offers hundreds of patterns to choose from.