The FiiT face-mask is turning the protective medical device into a customizable fashion accessory





Just like you can match a tie, watch, and cufflinks with a suit, or shoes and purse with a dress, the FiiT mask’s design features swappable parts, components, and accents that let you basically make your mask an extension of your outfit of the day.

Even though we’re pretty much turning the corner on this pandemic, the reality for most of the world is that masks are now an outdoor essential. Designed not just to protect one from diseases but to also help deal with worsening air quality, wildfire smoke, and allergens, face masks have found themselves as a standard part of people’s outfits in countries in the east, and are slowly permeating the zeitgeist in western countries… although one problem remains. Those blue surgical masks aren’t doing anyone any favors, strictly aesthetically speaking.

Designers: Flavien Hello & Matthieu Lecuyer

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Just how spectacles and walking sticks went from being medical aids to fashion accessories, the FiiT mask aims at transcending the face-mask’s clinical nature, turning it into a fashion accessory that’s comfortable to wear – while obviously still doing a good job of filtering the air you breathe. The mask’s design can easily be separated into its two halves – its appearance, and its performance. On the visual front, the mask sports a soft, stiff design, reminiscent of soft-shell cases. Unlike the pleated, flimsy, fabric design found on disposable masks, the FiiT’s mask sits well on your face, respecting and accentuating its contours, while never suffocating you by pressing against your nose and mouth. The mask comes with a 3-part infinitely reusable design, featuring a headstrap, an outer cover (with the valve), and finally an 8-ply replaceable NANO filter sandwiched between the two, secured in place by metal studs on the sides that give the FiiT its punkish aesthetic.

FiiT lets you choose every aspect of your mask’s design, letting you mix and match different straps, accents, studs, and even allowing you to explore colors and prints on the front cover. Just as how you match an outfit, choosing a hoodie, jeans, and sneakers that go together as an ensemble, the FiiT’s design lets you build out your mask and change it whenever you want. Even though the mask comes with multiple custom parts, it weighs less than 40g (that’s less than your spectacles), and the FiiT’s technical fabrics prioritize breathability, so you aren’t constantly adjusting the mask, taking it off, or fiddling with it through the day.

8 layers of filtration to protect you from fine particles and nanoparticles, pollens, bacteria, viruses, gases, and odors.

Sitting in between the mask’s two outer parts is its replaceable NANO Filtration® fabric, an 8-ply filter that traps up to 99.91% of air pollutants, giving you crisp, clean air for anywhere between 6-12 weeks before needing to be replaced. Working on a microscopic level, the filter’s patented R-PUR technology is the first in the world to protect you from nanoparticles as small as 20 nanometres. The filter is accompanied by the FiiT’s valve system, which sits on the front cover. Equipped with a twist-to-activate system, the valve can be shut, forcing exhaled air to pass through the filter too (useful on airplanes and in smaller environments), or can simply be twisted to let you freely breathe out warm air, increasing the mask’s breathability by up to 300%. Finally, the FiiT comes with an app that measures the air quality of your surroundings, constantly calculating your filter’s efficacy with time. Depending on the air quality you’re breathing, the app can tell you when to replace filters, so you’re always breathing the freshest air possible, and you never end up throwing a clean filter before it actually needs replacing.

The FiiT comes from the folks at R-PUR, who debuted with the Nano mask back in 2016, which focused around helping cyclists and fitness enthusiasts breathe clean air (promptly selling over 60,000 masks since its launch). With the FiiT, however, R-PUR champions an approach that combines fashion with utility. The masks balance key features like comfort, reusability, and 99.91% filtration, with a wildly customizable design that lets the wearer choose what kind of mask they want to wear… because if masks are here to stay, the least we can do is look beyond that boring (and mildly triggering) blue surgical mask.

Click Here to Buy Now: $80.10 $149 (46% off for YD readers with coupon code “YANKOFIIT“). Hurry, sale ends on Nov 24.