The first high street mask: Mango launches face coverings, but will other stores follow?

As we approach the end of lockdown and take baby steps towards resuming our lives, the face mask looks set to become as ubiquitous in the UK as it is in major Asian cities like Beijing and Tokyo. Already, Transport for London has said that face masks should be worn by passengers.

So it was only a matter of time before the big high street fashion players seized this new commercial opportunity.

Among brick-and-mortar retailers, Mango is first off the mark with a line of cotton face masks launching on Thursday. The designs, which retail for £12.99 each, include a floral, an animal print and a plain black version, each with a central seam for a more comfortable fit and elasticated ear loops. All are available in a unisex adult size, as well as three kids’ sizes.

Nor are these Mango masks mere fashion statement: they also meet Spanish requirements for materials, design and manufacture, guaranteeing filtration in excess of 90 percent, breathability below 60 percent and can be reused for up to 10 washes.

But Mango is not alone in launching face masks that will satisfy the style set. Monday will see the launch of face masks from Boden (made from deadstock fabrics, priced at £20 for a pack of three, with all proceeds donated to Helpforce). Meanwhile Accessorize plans to launch a face mask later this summer. The offering online from Asos includes leopard, butterfly and star prints (£12 for a set of two, plus £1 from every sale is donated to Oxfam’s Coronavirus Emergency Response Appeal), while Next is selling knitted unisex masks in packs of three from streetwear brand Hype (£35 for three, next.co.uk).

Until now, the non-medical face mask market has been dominated by smaller, independent brands - the Telegraph fashion team road-tested masks from Brora, Plumo and Aspiga among others - this is because it’s easier for a small business to adapt its manufacturing operation and launch a new product than it is for a larger organisation.

That said, the fast fashion online behemoths have pivoted quickly to face mask production. Boohoo is selling face masks for £5 apiece, with a portion of each sale donated to charity, as is PrettyLittleThing (with 100 percent of proceeds donated to the NHS) - though disclaimers on both sites state that they are fashion accessories only and should not be used as protection. Missguided offers polyester versions for £5.

With the face mask market looking set to mushroom in the coming weeks and months, it would be wise to check that the mask you’re buying is truly protective, and not just a fashion statement. Fast fashion and high street retailers are obliged to be clear about their masks’ protective potential, so be sure to read the small print before making a purchase.

With smaller brands, look for masks that feature at least two layers of breathable, washable, fabric. Some feature a pocket into which you can insert a disposable filter sheet for added protection. The masks should also be comfortable yet fit securely, covering the nose and mouth.

Do also check how many times you can wash and reuse each mask - with the Mango mask, it can be washed and reused up to 10 times - and be sure to dispose of them once they become ineffective.

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