Category
Lifestyle
Assisted Choices
Trend cluster
Category
Upcycled
Mask
Companies are repurposing materials to create mask and reduce waste production.
6.4
Trend score
Trend
What is the Upcycled Mask trend?
Upcycled Mask: Many brands are developing face masks as protection against the ongoing COVID-19 pandemic. As production increases, some take a more sustainable route to produce the necessary masks. They pivot by repurposing materials to reduce waste and offer upcycled face mask solutions.
Insight
The consumer insight behind the Upcycled Mask trend
The current pandemic has brought awareness to consumers about the necessary means of maintaining personal hygiene. With this, they are also more alert to the global impacts beyond themselves, especially eco-conscious consumers. They have rising concerns about environmental impacts due to the mass production of one-time-use products but are still seeking equally hygienic alternatives. With this in mind, consumers will appreciate brands that satisfy both needs.
Trend themes
Themes within the Upcycled Mask trend
Three behaviours holding the trend together01
Upcycling
The push for sustainable practices affects the face mask industry via brands repurposing materials to reduce waste and offer upcycled face mask solutions.
02
Socially conscious fashion
Sustainability is a recent focus of the fashion industry, with the upcycling of archival fabrics and proceeds towards good causes noted as opportunities for innovation.
03
Biodegradable materials
As people seek non-medical protection in public, the push for biodegradable and antimicrobial materials led to the creation of coffee-based, milk-based, and food waste-based face masks.
Industry implications
What the Upcycled Mask trend means for industry
Where the trend changes the playbookFor
Fashion
Sustainability-driven innovation in fashion foregrounds the potential for upcycling and repurposing materials to reduce waste, upcycle secondhand, and advance eco-conscious collections.
For
Healthcare
Sustainable practices in healthcare that highlight the importance of face masks as protection against COVID-19 informed the innovation of using antimicrobial and biodegradable materials from coffee and food waste.
For
Hospitality
Furloughed staff from the hospitality sector with transferable skills-- such as sewing and pattern-making-- can be employed to make eco-friendly face masks via upcycling and biodegradable materials.
Workshop question
How can your brand appeal to sustainably conscious consumers?
Trend signals
Trend signals for Upcycled Mask
Trend score 6.4 out of 10, from popularity 93%, activity 91%, freshness 9%.
Popularity93%
Activity91%
Freshness9%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Upcycled Mask trend
4 featured examples from Apr 23 to Oct 28, 2020CategoryEco
Coffee-Based Face Masks
The Reusable AirX is Touted as the World's First-Ever Coffee Mask
Disruptive innovation opportunity: Incorporate coffee-based materials into sustainable fashion products.
CategoryEco
Food Waste Face Shields
Alice Potts' Bioplastic Face Shields Combine Food Waste & Flowers
The bioplastics industry can take advantage of incorporating unconventional materials like food waste in PPE design for added sustainability.
CategorySocial Good
Archival Fashion Fabric Masks
The Mira Mikati Mask is a Fashionable Safety Accessory
The fashion industry has an opportunity to support local communities, promote sustainability, and offer stylish and socially conscious accessories.
CategoryEco
Upcycled Milk Masks
Discarded's Eco-Friendly Face Mask is Made from Casein Protein Extracts
The innovative process of creating sustainable fibers from waste materials can have significant disruptive effects on the fashion industry's supply chains and waste management pra…
