Los Angeles-based entrepreneur Elizabeth Faraut, who created a new category within the eyewear industry 20 years ago with the iconic LA LOOP, has turned her innovation to a world forever changed by COVID-19. Once again combining functionality with style in creating the new product, LA MASK. LA MASK is the first hand-designed solution to today’s omnipresent need for one to wear a mask in public places and the difficulty keeping track of them. In a similar vein to Faraut’s design for LA LOOP, the Original Necklace for Eyewear, LA MASK is the stylish and functional way to make it easier for you, your family and those around you to wear a mask.
The concept for LA MASK came when Faraut was faced with trips outside her home on weekly runs to the market and it was too easy to leave a mask behind. As the LA LOOP is the simple way to hang one’s eyewear around the neck, LA MASK performs the same function for the personal health mask.
“As Shelter-At-Home became the new normal, it didn’t take me long to figure out that going grocery shopping early on Sunday morning was the way to go. And while I may have realized the best times to shop, there were snags along the way – when I would arrive at the market and realized I had forgotten my mask, creating LA MASK was a necessity,” says LA LOOP and LA MASK creator Faraut. “While easy, no fuss, minimal-practical has been my mantra since founding LA LOOP, LA MASK is a game changer in our ever-changing world.”
LA MASK can be purchased with or without a mask. When worn with a mask, LA MASK can hang from one’s neck with the mask hanging against the chest so that it is at one’s fingertips ready to be put on at a moment’s notice. When the mask is removed (by unclipping the clasps) LA MASK is a necklace or can be wrapped around the wrist and worn as a bracelet. Style and function at its best!
For the month of June and July, LA MASK will be donating a percentage of the proceeds of LA MASK to Downtown Women’s Center (DWC), the only organization in Los Angeles focused exclusively on serving and empowering homelessness and formerly homeless women. DWC envisions a Los Angeles with every woman housed and on a path to personal stability. LA LOOP has a long history of supporting DWC.
A MASK is handmade in Los Angeles. The Vintage masks collection by LA MASK uses vintage fabrics like Guatemalan Indigo, seersucker blue and white pinstriped cotton and Italian linens. The Classic collection masks are 100% cotton blend. All fabrics are pre-washed.
Along with this functionality, LA MASK is connecting consumers and the community. LA MASK customers are placing gift orders, asking their purchases to be sent directly to loved ones. Faraut is often handwriting gift notes with orders that read: “Stay safe and healthy. I love you.”
LA MASK is being sold at retailers around the world and sold online at www.laloop.com.