As part of its COVID–19 brand strategy, French fashion label Lacoste is enlisting its European employees to create washable and reusable face masks. "Almost one hundred employees in Troyes, France, the birthplace Lacoste, have volunteered to work on the manufacturing of 145,000 washable and reusable masks until April 31st , 2020."
The masks are a response to protective and medical supply shortages globally as a result of rising COVID-19 cases and will supply French essential workers like grocery store shopkeepers and government officials. With masks labelled a recommended necessity for those travelling outside their home, many fashion brands are joining the effort to combat medical supply shortages -- thanks to dedicated mask sewing teams and manufacturing facilities.
Lacoste's latest initiative showcases the company's dedication to help local communities within its French birthplace and speaks to the brand's ongoing social good efforts.
Fashion Label-Made Face Masks
Lacoste Emolyees are Creating Reusable Face Masks during COVID-19
Trend Themes
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2. COVID-19 Brand Strategy - Brands implementing initiatives as part of their COVID-19 response to support local communities.
3. Dedicated Mask Sewing Teams - Companies assembling teams to manufacture masks to supply essential workers and the general public.
Industry Implications
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3. Social Good - Brands using their resources to support local communities and address medical supply shortages during the pandemic.