Eco Friendly




Will Covid-19 Force Fashion Into A Sustainable Future?

The global pandemic that we’re currently facing, along with the resulting economic shutdowns have created a myriad of challenges for the fashion industry; a decline in consumer spending and disrupted supply chains to name but two. According to statistics from the United Nations, the fashion industry consumes more energy than both the aviation and shipping industry combined. Overall this accounts for 10% of global carbon emissions.  

However, the Covid-19 era may have one benefit in the industry – a shift to a greener and more sustainable future. 

Sustainable Purchasing Habit

Covid-19 has had a fast impact on customer’s spending habits. Globally, we’re seeing people switch their purchases to be more environmentally & ethically sustainable. This could be simple changes such as just buying less often, opting for garments that will stand the test of time rather than having to be changed seasonally.

In fact, Gucci – one of the biggest fashion houses globally, announced that they will no longer be taking part in the ‘fashion calendars of shows’. Pointing out the fact that the frenetic pace of the industry has a huge environmental effect. 

Action Based Impact

Whilst Covid-19 has closed businesses, retailers have taken actions to capitalise upon the demand for change, making the switch more sustainable choices easier for consumers. Selfridges launched ‘Project Earth’ in August, a scheme featuring resale, rental, refill and repair services across its fashion & beauty departments. They even went as far to include a second hand pop-up store in partnership with Oxfam. This benefits Selfridges not only by widening the reach of its premium fashion offerings, but it also sets a strong precedent for other players to enhance their sustainability efforts. 

Similarly, H&M have long been pioneering sustainability initiatives, such as their ‘Conscious Collection’ and their garment recycling services. 

Sustainable Brands have the immediate advantage

With Covid-19 continuing to bring economic uncertainty for consumers, things are likely to get worse before they get better, with consumers spending less for the foreseeable future. 

A trend we have seen however is buyers being far more selective, with a mindset towards quality, value and sustainability. Consumers are putting pressure on brands to ensure that their product is ethically manufactured and that it’s as good as it can be for the environment. 

The time consumers have spent at home has caused a radical reset to priorities that will be reflected in their lifestyles going forward. As a result, they are going to look for brands they can trust to pay attention to the ‘collective vision of a more sustainable future’. 

The winners coming straight out of the gate are the brands that have already incorporated sustainability into their business practices. Slow starters or late-comers could be heavily impacted by the radical change in consumer habits. 

Historically, the fashion industry hasn’t been too hot on collaboration, but the area of sustainability might be an area where there’s a way to share costs and benefits more broadly across multiple partners. In fact, the survival of the industry may very well depend on it. 

About the Author, AirX Coffee Masks;

The AirX Coffee Mask is woven using coffee yarn, a bio-tec material produced from ethically sourced coffee waste. This super-material is a waterproof, robust sustainable fabric. To learn more about our sustainable coffee masks, click here.

A mask is for life not just for Christmas


In the pre-covid world, tourists donning masks was a curious phenomenon. Eyebrows once raised lowered over time, as such sightings entrenched a new landscape of lockdowns and media messaging of national importance.

Global citizens whose collective protection of hands, face, and space, drove health-safety into Maslow’s hierarchy of needs. Catapulted into 2020’s fictional Top 10 List of things we need to take out when we leave the house, the face mask became a valuable commodity.

Last year venturing out without a day-bag containing sanitizing gel and face protection, we found ourselves vulnerable to todays’ modern invaders.

So we donned our modern suit of armour to help protect us and others from the threats of this 21st century; air borne particles. With a constant array of bacteria, viruses, microbes and pollution, it seems we’re never far from risk.

Despite good news of vaccines, we’re likely to wear face masks throughout 2021.

But maybe that’s not such a problem. In other cultures, the face mask is just one of the essential items that form part of an everyday going-out kit. Found in handbags and man-bags alike, in certain parts of the planet, no self-respecting person travels without one!

Many years ago, the war our ancestors faced was a great plague.  In 17th century Europe to protect themselves from such a virulent disease, people wore curious-looking ‘beaked’ masks, that bore an ominous, eerie looking ‘nose’, half-a-foot long and shaped like a beak.  This foreboding appearance was somehow softened by the sweet scent of  flowers, herbs, and spices stuffed inside.

Fortunately, we are not living in such squalid times.  We can enjoy, for our pleasure, an uplifting natural aroma by choosing a modern-day take on vintage masks. 

As we venture into a new year, we should still consider the safety and health of ourselves and of those around us. Which is why by continuing to wear a mask, we are all doing our collective duty in the fight against Covid-19.

If we are all going to be wearing masks for much longer than we originally anticipated, it’s important to choose the right one.  Disposable masks are cheap and easy to get hold of, but having to replace them so often is damaging for the environment.  This is why the AirX Coffee Mask is such a good choice because it’s eco-friendly, made out of sustainable materials, it’s comfortable to wear for long periods of time and the inner filter is easily replaceable. 

If you want to go into 2021 with a fantastic mask to keep you safe, you needn’t look any further than the AirX.