The lingerie label Atsumi Fashion which is based in the city of Himi in Japan decided to make the face mask range using surplus material they had from making bras that have not been selling while people were on lockdown.
All images courtesy CEN/ Magazine Features
The lacy lingerie that the company makes includes bras, and 125 of these were then cut in half and modified to became the raw material for their first 250 face masks.
And when the company saw that all 250 had sold out as soon as they were put on sale on Atsumi Fashion’s online store, Lingerie Lab, and the Rakuten online marketplace, they decided to turn the line into a serious business.
They have now extended the initial range to include face masks made from different bras and in different colours.
The company has even hired their first model, famous Japanese celebrity Aya Kondo, to publicise the range. Each face mask costs 1,490 JPY (about R262), which is around half of the price of a standard bra in the country.
Japan has experienced a severe shortage of masks, with many companies working in other areas modifying output to produce face masks and other protective items.
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Story courtesy CEN/ MAGAZINEFEATURES.CO.ZA