• ABOUT YOU has announced its own shop category for non-medical, textile masks, which it plans to sell at cost price.
• By offering fair and affordable access to textile masks and exploiting its wide social media reach to raise awareness, the online fashion shop is encouraging people to show their solidarity by wearing a mask in order to reduce the transmission risk of SARS-CoV-2.
• The textile masks are expected to be available in the shop category on aboutyou.de in April. In the meantime, you can find out more about the campaign at aboutyou-masken.de

The numerous measures to curb the coronavirus also include wearing a non-medical, textile mask, since this can potentially reduce the risk of transmitting SARS-CoV-2 to others. However, face masks – whether medical or textile – have been in short supply across the globe since the outbreak of the pandemic and are often sold or auctioned online at inflated prices. In order to enable fair access to textile masks, ABOUT YOU is launching a dedicated shop category in April which will offer textile masks in a wide range of designs at cost price. 

To give customers fair and affordable access to fashionable textile masks, ABOUT YOU has contacted its brand partners and suppliers this week to ask them to use their own production to make textile masks. The special thing about the idea is that ABOUT YOU will be selling them to its customers at cost price. A summary of the campaign can be read on the specially created landing page aboutyou-masken.de. An overview of participating brand partners will be published soon. The online fashion shop also produces textile masks in the European production facilities for its own brands ABOUT YOU and EDITED. A mix of simple, basic masks and stylish, unusual designs is planned.

The textile masks available from ABOUT YOU are made of textile, washable at a minimum of 60°C and can therefore be used many times. However, they are only intended as low-risk protection. Although textile masks cannot guarantee complete protection against the transmission of SARS-CoV-2, wearing them may reduce the speed of breath exhalation and droplet projection. Masks can also raise awareness of social distancing as well as health-related, mindful conduct, thus also supporting containment.

‘With ABOUT YOU, we want to play an active role in helping to contain the coronavirus. With fair access to affordable and fashionable textile masks, we aim to encourage our customers to make a visible statement of solidarity and thus protect their fellow citizens. We also want to stop price gougers who are exploiting the current crisis by selling masks at inflated prices,’ says Tarek Müller, co-founder and co-CEO of ABOUT YOU.

Renowned as a marketing pioneer, the Hamburg-based company will once again use its wide social media reach to call for solidarity with its slogan ‘Masks for Everyone – Protect Your Fellow Citizens’. On its social media channels, well-known faces such as instagram influencer Melisa and YouTuber Kessy will be raising awareness of the masks. The campaign is already receiving celebrity support from LeGer Designer Lena Gercke, MDLA Designer Bill Kaulitz, GMK Designer Guido Maria Kretschmer and ABOUT YOU Ambassador and Entertainer Riccardo Simonetti, all of whom have agreed to create exclusive mask designs for ABOUT YOU.

The textile masks are expected to be available for sale in April. Interested customers can register their e-mail address at aboutyou-masken.de to receive up-to-date information on the mask sales launch. Once the campaign has been rolled out in the DACH market, ABOUT YOU plans to extend its call for solidarity across Europe by commencing mask sales internationally.