#BuyOnlineLuxury | Dai launches Masks for Heroes
Dai, the innovative and sustainability focused womenswear brand, and a Walpole Brand of Tomorrow 2020, launches Masks for Heroes with four core styles of face masks and pledges mask donations and a portion of net proceeds to the NHS and other charities in need.
The four-piece mask collection focuses on natural, breathable and biodegradable fibres including cotton and silk. The masks are machine washable, reusable, and include a built-in filter pocket. The 100% cotton styles feature a performance antibacterial silver-fibre lining and come in black and chambray, and the 100% silk styles are reversible in black/midnight and ivory/ice pink. The masks are non-medical grade and made in London and Portugal by Dai’s premium quality factories.
“Our collective sense of purpose and our calling to do good is stronger than ever,” said Joanna Dai, founder and CEO. “Our business has been impacted, but we have the capabilities and resources to do something people will need, and we have the expertise on innovative textiles and performance fabrics. We’ve now redirected all our efforts to masks, and through this, we can make a positive social impact for the NHS and those most impacted by Covid-19.”
Dai is also supplying businesses with face masks as companies anticipate the eventual return of employees to their offices. Dai designs comfortable, tailored performance wear for the professional woman with an activist brand approach to sustainability and positive social impact that empowers women. In March, Dai donated £15,000 in trousers to NHS women, donated a pair for all April trouser sales through its “buy a pair, donate a pair” programme and launched a cash fundraiser for the NHS.