Coronavirus and the Future of Ecommerce

Future of ecommerce

It’s no secret that the world is facing a severe global health crisis thanks to the coronavirus (COVID-19) outbreak. It has not only become a public health pandemic, but it’s also having a critical impact on global supply chains, and markets worldwide have been on a rollercoaster as a result of what economic impact it may have.

As the coronavirus continues to gain traction in the U.S., there have already been considerable consumer behavior changes. Self and mandatory quarantines, along with emerging consumer worry about public places, will provide opportunities for ecommerce businesses to thrive over the next few months and potentially permanently.

As consumers turn to digital options to avoid physical shopping environments, the behavior change may impact longer-term habits. For instance, we are all keenly aware of the modern shift in holiday shopping behavior when ecommerce sales rise sharply compared to the rest of the calendar year. Therefore, it is highly likely that we will see similar shopping patterns possibly lead to a “step-change,” one in which consumers will not return to previous behaviors.

Let’s discuss what a post-pandemic ecommerce shopping environment will look like and the best ways to revise your business model for success.

How Covid-19 Affected Consumer Shopping Habits

Due to quarantines, ecommerce sales in specific categories like consumer product goods, grocery, and staple items, have already seen marked increases, and Amazon Prime has already noted significant increases in membership along with sales within these categories. Grocery delivery is also seeing a boost. In Target’s recent investor call, the company discussed new ways for people to shop with pick-up, drive-up, and delivery to cater to their new customer habits. All of which could potentially be the foundation for the ecommerce step-change that the internet promised 20 years ago.

Studies show that consumer behavior is influenced by environmental, economic, and sociological factors, all three of which are evident with the current COVID-19 crisis.

According to data analysis from Quantum Metric, coronavirus is driving U.S. consumers online. Ecommerce retailers based in the U.S. experienced a 52% growth rate in online spending during the fifth to eighth weeks of 2020 (the period when the virus began rapidly spreading outside of Asia) compared to the same weeks of 2019. According to Quantum Metric, consumers may have increased their online shopping because their local stores have run out of stock due to delayed shipments, stockpile items, avoid busy public places, or take advantage of direct shipping options bulk purchases. Once consumers have become familiar and comfortable in the ecommerce space, they are likely to continue to make future purchases in this same manner.

Tamara Gaffney, VP of strategy for Quantum Metric, posted to her blog, “Without a doubt, the digital retail experiences customers have been having these past few weeks, good or bad, will have a lasting impact on (retailers’) ability to build much-needed loyalty into their consumer-base.”

Consumer habits are hard to change, but when events such as this happen on such a large scale, it forces the market to change. This is a change that consumer marketing has been preparing for since the birth of the internet. Still, it may have just taken a cataclysmic event to unleash the true latent potential of ecommerce, and it would seem the restraints may have been broken forever by Covid-19.

Fortune favors the Bold for Retail-Rebuilding Post COVID-19

Coronavirus Shopping Trends

The longer Covid-19 persists, the faster online sales are being driven online permanently, thus cementing the long-awaited ‘ecommerce revolution’ once and for all.

The ongoing pandemic has swiftly brought on unprecedented social and economic change on a global scale. Many business sectors, including travel, hospitality, and nonessential retail, came to a screeching halt throughout March and April. While still, other industries have seen unprecedented demand. Consumer packaged goods, food and beverage delivery, educational software, health and wellness, and video conferencing software have increased 10-fold.

However, many categories are still in flux. Take fashion as an example. Those brands that sell heavily in wholesale and retail channels have been a transformative experience, leaving many in crisis. Other brands heavily focused on ecommerce and direct-to-consumer have seen expectantly strong results. The reality is that most of these brands have some mix of retail and online sales.

COVID-19 Ecommerce Statistics

A closer analysis of marketing and ecommerce sales across 24 brands shows precise results:

  • Brands that have restricted their marketing spend (greater than 40%), whether out of caution or necessity for cost-cutting in the face of the loss of sales, are seeing their online DTC sales struggle (-40% vs. the same period a year ago).
  • Those who maintained their marketing spend have seen online sales weather the storm after the initial dip in sales seen at the crisis’s onset.
  • Those that aggressively pushed forward with marketing and promotions are seeing unprecedented year-over-year sales growth.

Faced with precipitously falling sales the first two weeks of March, many brands had no choice but to cut their ad spend by about 50 percent, according to analytics firm MediaRadar. But not all brands took this approach. Those in categories like streaming, virtual conferencing, and food delivery took an aggressive approach, as expected. But a few retailers such as Muck Brands and Karen Kane have doubled down on direct-to-consumer. 

With the assistance of Nogin, both brands have come out swinging. They leaned heavily into promotions relying on A.I. consumer profiles driven by the Nogin ecommerce platform. In doing so, Muck US has seen over 120% growth, well ahead of projections for 2020, while Karen Kane has been booming at 160%. Relying on the enterprise ecommerce solutions, both marginally increased marketing to get their message out, first to customers and eventually to prospects based on overwhelming response. Both brands have found a silver lining in this challenging environment.

Many might be surprised by this outcome, but they really shouldn’t be after looking at the data. According to a study in The Economist, consumer discretionary spending is down by more than 50%. However, consumers are still shopping online; the inability to spend on things like travel, restaurants, and childcare and reduced costs for things like necessary transportation mean that there is still strong discretionary spending on ecommerce beyond essential goods. Throw in the fantastic discounts being offered all over the place, and it makes sense why, outside of a dip in mid-March, overall, nonessential ecommerce has fared well.

Adjusting Your Ecommerce Shopping Strategy

Depending on the chosen strategy, individual brands are seeing wildly different outcomes. While overhead for brick and mortar, such as rent and payroll for sales associates, is the cost of doing business in the retail world, digital advertising on Instagram, AdWords, and Facebook (among others) is the price of doing business online. While brands that have pulled back on marketing may conclude that online demand is soft, it is hardly the case. The brands that are fighting for it are taking the share of wallet.

Brands with both large retail and wholesale presence face difficult choices. They know cutting back on marketing will harm the bottom line. Many brands are opting to save their resources for a few months awaiting for stores to reopen. Although this seems to be a logical move facing a significant sales channel’s closure, people’s timeline to return to retail shopping is very much still in limbo. 

As states and retail commerce begin to open back up, consumer fears may still slow the return of retail. The longer consumers remain hesitant to return to brick and mortar establishments, the more likely it is we will finally realize the commerce capabilities the internet has promised since the first “.com” boom of the 1990s.

Despite toilet paper hoarding and panic buying, many consumers are trying online purchases for the first time; others increase online purchases because it is the only option. Either way, through the sentinel event effect, simple psychology tells us that many of these short-term consumer behaviors will lead to a permanent shift. And although some of this behavior will stick, and with states gradually re-opening retail, the presumption is that a return to normalcy is just around the corner. 

Everyday sociology, however, tells us that although retail stores will open, the expected rush of customers in June might never come. As we have already seen in states like Georgia, stores could likely re-open to a flood of week-one returns and very lukewarm subsequent traffic. It may take a long time or even a vaccine before consumers fully return, if they do at all, to some semblance of their pre-pandemic shopping behavior.

In the face of such uncertainty, decision-making can be strategically challenging. Moreover, rushing blindly into the digital world is not the right move for any brand. But taking the time to hone your messaging and getting your ducks in a row to define your re-opening promotional strategy is crucial. This is your opportunity to define your strategy with the specific goal of building your online sales channel.

Right now, you have the opportunity to redefine your brand. Take this opportunity to design market tests that validate your online marketing efforts. Begin to develop testing strategies to weigh your promotional successes, however incremental they may be. Dive in to rebuild your ideal customer profile and scale into new markets, and “always be testing.” 

Hone in on what messaging strategies, based on observable data, can effectively drive online purchasing behavior. Utilize this time to determine your cost of acquisition effectively, and figure out what makes sense for your business to spend. Transform your brand digitally to meet your target audience. The longer you wait for normalcy to return, the more likely you will be to wake up six months from now with multiple under-performing sales channels.

Retail Shopping Trends Post Pandemic

Tens of thousands of retailers have closed their doors to help stop the spread of the coronavirus across the country, either by choice or through government mandate, and according to industry experts, they may not be rushing to revert to the old days of retail anytime soon.

On its face, things do not look well for retailers. The widening pandemic could permanently shutter more than 15,000 stores across the U.S. While some stores begin to re-open in accordance with eased limitations in some states, nonessential retail largely remains closed for the foreseeable future. Moreover, more than two-thirds of America remain on stay-at-home orders.

E-commerce has seen a noticeable uptick. However, analysts are skeptical that it will make up for sales lost due to store closures. In an interview with Retail Dive, Doug Stephens said that luxury brands that hadn’t yet fully embraced ecommerce would be one of the biggest-hit sectors and that fear of viral contagion could also hurt the resale market.

The re-opening of retail couldn’t come sooner. 

According to Retail Dive, department stores only have about five to eight months of liquidity before a cash crunch becomes a risk factor. Companies such as J.C. Penney, Macy’s, and Kohl’s have reported only about 5-8 months of available cash, while analysts have pegged Nordstrom to have about a full year. Therefore, with physical locations likely to remain shuttered for a while longer, the pandemic has many retailers in a tough spot.

But that’s only the half of it. Just because stores are being given the green light to re-open in many places, consumers seem to be less than eager to return to traditional physical shopping. Surveys show that consumers continue to have lingering fears of infection, with two-thirds of respondents telling the Washington Post they wouldn’t feel safe going into a retail clothing store. 

Moreover, a survey from Fluent found that only 34% of respondents were even comfortable with governors lifting stay-at-home restrictions. Ethan Rose, EVP at Nogin, was previously interviewed as saying, “the longer this pandemic lasts, the more fear and uncertainty will necessitate an evolution in the consumer processes.”

Bob sat down with the executive staff of Nogin this week to get their insights as to what the future of retail holds when things attempt to “return to normal”

Here are some of their most insightful thoughts on the issue:

We Won’t Return to Any Sort of Normal Without a Vaccine

Jan Nugent, CEO at Nogin: As we know, sheltering in place was meant to slow the virus, not cure it. And as we move back to somewhat normal life, there has to be an understanding that, in essence, nothing has changed. Without a vaccine, businesses cannot guarantee the safety of their employees, vendors, and customers; but some precautions, like facemasks and daily testing, can be made to limit exposure. 

But as simple as that sounds, this is an unprecedented time (unless you were alive in 1918). However we proceed, it must be with caution. Facemasks and wide-spread daily testing will be the norm. Distancing availability, fewer people per space, and hospitals will have to be equipped to handle the increased caseload.

Understanding Your Customers’ Needs

Rikke Alderson, Chief Growth Officer: Now more than ever, truly understanding your customers’ needs will be paramount to current and ongoing success for businesses.

Brands need to understand that most society is now working in a completely different environment from just a few months ago. 

In that time, shopping patterns have drastically evolved, necessitating a shift in strategy by virtually everyone. For example, shopping habits seem to have shifted regarding the traditional role of seasons. We are already seeing up-tics in footwear, loungewear, athleisure, and negative flows within formal wear or cocktail fancy attire, which are relatively abnormal buying patterns for this time of year.

As such, the opportunity to leverage search engine query volumes correlative to fashion and apparel will be super edifying around what consumers are looking to purchase today versus last year at the same time. Moreover, once stores begin to reopen, with the initial phase of curbside pick-up versus browsing and the like, we expect stores to see greater clarity from the consumer on what they are looking for versus opportunistic buying.

Public Safety Comes First

Kurt Lohse, SVP: Nonessential stores should only reopen after the Coronavirus transmission rates have dropped to federal, state, and local safety regulation levels and when it is safe for workers and customers to interact. Active measures should be taken to provide 6′ distances during work hours, and protective masks and gloves should be required until an effective vaccine is made available. 

Retailers and shoppers alike may adopt protective gear for some time. The three most significant changes I see relate to additional space becoming a requirement to maintain 6′ distance guidelines, limited in-store customer volume control, and added extra cleaning measures to be taken regularly to ensure virus-free surface transmissions.

Companies Should Focus on Their Operations and Digital Footprints

Henry Henderson, Logistics & Supply Chain Executive: Due to the struggles keeping up with demand amidst consumers’ anxiety and protecting front-line sales associates, it’s impossible to pin down a date when things may even resemble returning to normal in the retail world. So until we have a definitive answer as to when people will be back in stores, brands and companies should be focusing their operations and go-to-market strategies around digital fulfillment.

In the absence of in-person experiences, consumers focus on the essentials, and the transition to digital fulfillment has been swift. This crisis has highlighted the absolute need for last-mile connectivity, apart from reimagining traditional single-carrier dependency models and centralized warehousing. In effect, this translates to creating micro-fulfillment centers leveraging the omnichannel capabilities of the store. If nothing else, we see the importance of agility and connectivity being the fundamentals your brand will need in the new normal.

Leave It to the Scientists

Geoff VanHaeren, CTO: As we are already seeing, the opening is being done on a state-by-state basis, as data presents itself. This is key; all decisions surrounding states’ opening needs to be based upon science and empirical data. Of course, people are getting stir-crazy and can make their own decisions, but this needs to be handled from a top-down approach.

Consumer feelings can not be what directs the opening of society. I don’t have experience with infectious diseases, so I am not qualified to respond to “when” questions. What I do know is that the virus doesn’t care about people’s feelings. I will leave those decisions to scientists.

Fashion Brands Pivoting To Make Stylish Coronavirus Masks

fashionable corona masks

Obviously, COVID-19 is having a major impact on the economy and retail as a whole. For many brands, the virus’ spread has meant shuttering their brick and mortar shops and facing dwindling online sales. However, a few fashion brands have pivoted to making facemasks as a way to not only help those in need, but to keep their business afloat in these trying times.

With healthcare workers facing critical shortages of face masks during the coronavirus pandemic, people like fashion designer Karen Kane are dealing with their own anxiety by directing their energy towards making as many masks as possible, with just the hopes of keeping factories and their supply chain in motion.

Many others are helping to distribute masks. SewMuchLove, for example, was launched by Irene Lee, founder of kids’ clothing brand Bash + Sass, to spread awareness to individuals, brands and companies that can sew, then support and connect them to distribution channels.

Zoe Bruce and Colleen Petra have organized a fundraiser to supply nurses and doctors with CDC-approved masks. Hundreds of Etsy sellers have also joined the effort. While larger brands including American Giant and T-Masks, have gone into a wartime type effort in completely shifting their factory production to create tens of thousands of masks.

Designer Ripley Rader joined more than a thousand other sewers for the #millionmaskchallenge.

“I was overwhelmed by the response on both fronts—from the amount of people inspired to start contributing and the amount of nurses and healthcare workers in desperate need of masks,” Rader said

Initially, many of these makers sought to donate to healthcare workers on the frontlines whose hospitals were running critically low on personal protections. Then, when the CDC recommended that everyone wear masks in public, making them became a way to keep their businesses afloat and their seamstresses working while funneling profits to healthcare workers, other essential workers, and homeless people.

“Selling them felt weird, until my mom complained that she was the only person in her grocery store at 6am without a mask and I realized that people needed them,” said Etsy seller Amanda Caroligne.

It’s a win-win for “non-essential” small businesses who face an uncertain future. Many of the masks are not a replacement for the N95 version that many healthcare workers on the frontlines require. But many can be worn over an N95 to preserve it longer, and all of them offer at least some protection.

Nogin has helped brands pivot by providing the core operational, marketing, and logistics platform that enables virtual workers to effectively manage all aspects of ecommerce remotely – even in times of pandemic.

Below is a list of some of the designers and makers who are working their fingers to the bone to serve their communities and, in some cases, save their businesses.

Karen Kane

Karen Kane is donating face masks made from repurposed fabric to healthcare workers on the frontline of COVID-19. Donations are helping to continue paying employees to create these masks for healthcare workers on the frontline, while they pause the production of our clothing. Their face masks are also available to purchase on their website, where they will match every mask purchased with a donation to a healthcare worker in need. Additionally, they will not make any profit on these – “our only goal is to keep our workers employed and do everything we can to help healthcare professionals in need. We’re all in this together.”


The parent company of brands like XtraTuf and the Muck Boot Company, announced that it is adding manufacturing capabilities in Phoenix to produce N95 face masks.  The company’s Phoenix expansion, coupled with previously announced new production in Rhode Island, will allow Honeywell to produce more than 20 million N95 disposable masks monthly to combat COVID-19 in the U.S.

Alyssa Nicole

Founder Alyssa Casares has been working on masks non-stop for a week. Initially she was donating them to healthcare workers, but now everyone needs one. Casares is donating the masks to healthcare workers; for personal use they are $25 each, which proceeds going towards mask materials and shipping to healthcare workers.  Three day shipping or contact free curbside studio pick up in San Francisco.

American Giant

This brand has stopped production of its “greatest hoodie ever made” to retool its North Carolina facilities and retrain its team of seamstresses to make HHS-certified medical masks. The brand is distributing masks to front line medical personnel at a rate of 35,000 masks per week and hopes to “aggressively” increase its production rate going forward.

Amy Kuschel

Kuschel is a ready-to-wear and bridal designer who raised more than $10,000 to make 2,500 face masks that fit over N95 masks. Her GoFundMe is still going strong.


This origami-inspired brand usually makes handy, beautiful, reusable bags for transporting cooked dishes or flowers to parties, but in the absence of parties, they’ve pivoted to 100% sustainable, organic cotton face masks. They used their origami skills to tweak the design, and use fabric ties. Plus it hangs around your neck rather chicly when not in use. For every mask purchased for $28, they will donate one to healthcare workers. You can also donate to their GoFundMe.


Last week, this California-based surf-apparel brand pivoted production in their Santa Ana factory to produce masks for people on the front lines supporting those affected by COVID-19. Buy one general-use, reusable mask constructed with two layers of SurfStretch for $20 and the brand will donate to CORE, Sean Penn’s non-profit that’s working in partnership with the L.A. Mayor’s office and fire department to provide free drive-through testing for high-risk individuals at seven sites throughout Southern California. Birdwell has committed to donating 3,500 masks to CORE’s workers and will continue to fulfill their needs until testing is no longer needed.

Camelia Skikos

Based in San Francisco, Skikos has asked her seamstress to create 100 masks to donate, and plans to ramp up efforts next week to donate to homeless people and accommodate orders. Keep an eye on her website for availability and updates.

Camp Collection

For each organic cotton hand made-in-San Francisco pair of masks sold, 70s-inspired Camp Collection will donate another set to an essential medical worker (non-medical). Each set comes includes one white mask with contrasting red tie and another white mask with a blue tie. Or by a set of 24 masks for $154. Launched just a few days ago, founder Tamar Wider says the program is already producing more than 1,000 masks.

Candid Art

Founder Candice Cox is spearheading an effort to make stylish masks for the masses (toddlers, kids, and adults) in cool prints and solids. She’s got just a two-person team, so sign up for the newsletter to find out when you can order again on Monday. You can also donate to their masks program here.

Christy Dawn

Christy Dawn creates etherial, sustainable dresses, which she still does, but she’s put sustainable face masks front and center. For just $30, you can buy five for your family and donate five. Also get a free mask with an order over $150. The masks are currently waitlist only, but you can get notified when they become available.


In normal times a macrame-inspired jewelry brand, this California studio is currently devoted to making masks. Founder Kelli Ronci is former craft editor for Martha Stewart and freelance prop photo stylist is sewing around the clock  Buy one for $19, and Corda will donate one to an essential worker. Expect 1-2 weeks for delivery. Also check out her blog post on how to create masks yourself.

Daniel Patrick 

This streetwear brand is selling face masks made from the brands signature fabric with two elastic bands for a secure fit. They’re available in cloud denim, camo, DP monogram, black, purple haze, smog grey and seafoam for $25, and get one free on orders of $50+ with code: MASK.

Etsy SF

If you’re in the SF Bay Area, check out this list of Etsy sellers who are sewing masks for both sale and donation.

For Days

LA-based For Days, a zero-waste clothing company that lets you swap out old items for new is now selling masks for sale and donation. A purchase of five for $25, donates 5 to healthcare workers.

Good American

This women’s denim brand has produced 10,000 non-medical masks which are now available on its website for just $5. With every purchase of a mask, Good American will donate one mask to partners in the community and local businesses in need.  The brand also procured and donated approximately 30,000 FDA-approved N95 masks to 18 hospitals and clinics across the country. It’s also donating denim to hospital and staff in partnership with Pitney Bowes.


Stylish but subtle, these masks are made of 100% cotton, and come in ikat, denim, and several other prints. The masks are reusable and some are reversible. Get four for $40 or an 8-pack for $70. If you’re in Sausalito, California, you can drive up to the shop’s front door to purchase. The brand has also donated more than 900 masks to local hospitals, health care facilities, plus elderly and low-income communities.

Ivy & Co.

These made-in-Hawaii masks are made of sustainable fabrics, and one of the few we’ve seen that make kids as well as adult sizes. They’re also one of the most economical starting at just $9.

Joshu + Vela

Normally they make bags, now they’re making masks as Those with filters cost $30, without are $20, and both purchases also donate one to a healthcare worker.

Katie May

If you’re in the market for some seriously fancy protection, this may be the mask you’re looking for. May is a bridal designer, so her masks are made with sequins, lace, and crepe fabric at $19-$45 each. Plus, the straps are adjustable.

Kiya Tomlin

Tomlin had to shutter her fashion business, but the wife of the Pittsburg Steelers coach continued to pay her four employees. When she realized they could make masks, they all went to work making 500 per week. They are currently focusing on donations, but sign up for the mailing list to get an alert about when they will be available for purchase at $48 for five in adult or kids sizes. And you can read more of her story here.


This ine jewelry brand is selling handmade, pleated masks for $27 made of buttery soft cotton velvet.

Lesley Evers

Get to the site early to call dibs on the approximately 1,000 masks she’s making each day. They come in 6-packs of assorted prints for $95. And stay tuned, she is having the masks tested and hopes to report on their effectiveness soon.

Lupa Bags

This Ojai, California brand has pivoted from making avant-garde luxury leather handbags to making double-layer cotton woven face masks with pockets for filter inserts. They have a few for sale to the general public which is funding donations to healthcare workers and others in need.


Fashion brand Tres Nomad has donated more than 7,000 masks by creating a dedicated mask-making arm. With every purchase of a $15 mask they’re donating one to healthcare workers in need.

One Golden Thread

This eco fashion brand has pivoted its resources to create “second skin” tree fiber face coverings. When you purchase one for $33, the brand donates one to a homeless person in L.A. The anti-microbial, natural, stretchy fabric has an oversized bandana design and conforms to the face for a tight seal. The fabric is double layered with a slip pocket for a (not included) filter. They’re taking pre-orders and will ship by April 15.

OESH Shoes

This science-based shoe brand is uniquely poised to create masks with the 3D printing technology it already had in place to make shoes. Working with doctors and partner factory LUNA, OESH created a 3D printed mask featuring two vents with removable filter caps. The mask can be washed in a dishwasher, washing machine, or by hand and can be re-used indefinitely. It’s also 100% recyclable. They are currently donating all their masks, but they provide instructions to make your own if you have access to a 3D printer.


Founder Erin Dempsy has made 200 masks so far and donated more than 60 to frontline and essential business workers. They are available in 5 different color and pattern options in small, large and kids sizes. Her online sales will continue to support donations. Masks are made to order $18; receive 10% off with code GO OUTDORZ.

Oz + Otz

This brand is known for its sassy, colorful clothing, and the same holds true for its 100% cotton masks. At just $12 you get one for you and one donated to a healthcare worker.


This bedding, home and garden brand is making GOTS-certified organic cotton masks from their fabric scraps. The masks are constructed in Seattle from heavyweight woven cotton twill. They idea was born when a nurse asked the one of Plover’s founders for the densest fabric she had and wound up using an old Plover tablecloth to make masks. The price is two for $25 and for every two sold they will donate two to medical professionals. lead time is currently three weeks.

Rendall Co.

When Dierdra Jones planned her workwear brand launch, she didn’t plan to do it in the time of coronavirus. But since that’s where she finds herself, her first two products are premium cloth face masks made of two layers of woven cotton fabric with pockets for filters and custom copper nose bands for a snug fit. Visit the website on Monday April 13th to pre-order face masks, $19 for 1 or 4 for $65. Shipping starts Friday April 17th.

Ripley Rader

For each mask sold for $25, Ripley Rader will donate two to healthcare workers. She started with the #millionmaskchallenge two weeks ago when she personally made 100 masks in 2 days. She has since launched her own effort, “Look Good Do Good.” For every mask purchases, she donates two to at-risk pattens and healthcare workers in need.


On March 21st, Rashima Sonson temporarily converted her bowtie business into a mask-making operation. The brand has mailed weekly care packages of between 25-50 masks to hospitals around the U.S. She’s also selling brightly-colored print masks starting at $11.50; $17.50 for the reversible model. They’re made of quilters cotton, premium cotton, and African fabric, which have higher weave counts and picks per inch, making them ideal per CDC guidelines. This team of two is taking its second round of pre-orders on Monday, April 13.


If you want to keep that rave vibe going when you venture out to the supermarket, this brand has you covered. The pleated masks are colorful and fun and feature carbon-filtered masks. To order, Venmo @supersugarrayray $15 per mask plus $7 for shipping and include your shipping address. Shipments will go out by the end of next week.

Tailors’ Keep

Instead of suits, this tailoring team has been making contour-style masks meant to hug the face in three sizes for children, small/medium adult and medium/large adult. They feature three layers of cloth on the front of the mask, one of which is filtration. The cloth has been sourced from within their shop or donated by luxury wool cloth mill Dormeuil (perfect for executive Zoom calls). The $25 masks are currently sold out but watch the website for restock. Proceeds go towards keeping their tailoring team employed and Give2SF.

Taylor Jay

This Oakland, California mother/daughter team is creating beautiful, repurposed cotton face covers using leftover fabric from their 2019 Kotton collection. The business had just signed a new lease when the shelter-in-place kicked in, and pivoting to masks has kept the company going and allowed their staff and factory to continue working. For every one sold for $21, they donate one to a healthcare worker, senior, or someone in need. Donate to their project here.

Throckmorton Jones

This wearable art (in the form of jewelry, bags, and apparel) brand floated making face masks on Facebook and Instagram, and demand has been so positive that the business has now devoted its entire front page to the protective gear. At $20 each, they’re made of denim and other cotton fabrics, and have space for a filter.


As of March 28, Jeremy Castro completely pivoted his apparel business Alliance Graphics in San Leandro, California to focus on masks. His operation has already shipped 2,000 masks, and by end of this week, T-Masks will be making up to 1,500 every day. Castro is also donating masks, including N95s. 40,000 surgical masks will be on their way to essential workers next week with the help of Seattle Seahawks running back Marshawn Lynch.


Stain-repellant suit maker xSuit has launched a wide variety of masks for men and women which include N95 filter technology. Prices start at $40 for N95s, and $17 for cloth fabric masks. They also sell N95 filter replacements, and you get a free mask with any suit order.