While we may have witnessed some queues outside shops like Zara when they reopened in the UK last week, these scenes were nothing compared to those in Japan, where Uniqlo launched a range of face masks in response to Covid-19. Not only were the queues enormous on the streets of Tokyo, shoppers could actually been seen running towards Uniqlo shops in order to get their hands on the masks, which were sold in packs of three for the equivalent of about £7.
Needless to say, the masks completely sold out within minutes, leaving many people disappointed, as captured by Bloomberg News. But why were they so popular?
Other than the fact that they're so affordable, Uniqlo's masks are made from the brand's signature AIRism fabric, which claims to be ' a lightweight, breathable and quick-drying layer which cleverly releases heat and moisture to adapt to any weather condition. The fabric’s smooth, lustrous finish feels great against skin while sweat wicking performance ensures you remain cool, dry and comfortable no matter the challenges you face in your day-to-day.' Of course, in relation to something you have to wear on your face, possibly for long periods of time, this all sounds ideal.
The masks are also reusable (Uniqlo says they can be machine washed up to 20 times) and are – or rather, were – available in three different sizes: S, M and L. Given that most other non-surgical masks on the market at the same price point are far more basic, it's not hard to see why Japanese shoppers were so keen to buy Uniqlo's AIRism masks.
There is currently no information as to whether or not Uniqlo plans to roll out the masks here in the UK, or indeed anywhere else in the world. But judging by the reaction in Japan, it might just be worth the brand's while.