These protective fashion innovations range from anti-bacterial t-shirts to privacy-focused outerwear. Whether seeking protection from the outdoor elements, pollution or harmful bacteria, consumers are desiring function and performance more than ever, leaving clothing centered around aesthetics alone behind.
In addition to the ongoing climate crisis, global health issues like the COVID-19 pandemic have lead many to be more aware of pollutants and airborne bacteria. While examples like the Bat Hood by South Korean fashion label 99%IS- conceal one's face to provide privacy and combat rain and wind, others like the Boundary Supply Chase Pant are made with recycled fabric and work to regulate temperatures to ensure wearers are comfortable.
Other protective fashions to note include the Airinum Urban Air Mask -- an air filtration mask that is worn over the nose and mouth, protecting from pollution, allergens and bacteria one would breath in outdoors. The mask is equipped with a five-layer filtration system and features two ventilation valves.
- Gen Z
- Gen Alpha
- Millennial (primary audience)
- Gen X (primary audience)
