Sustainability is a word that’s become increasingly overused, with the term ‘sustainable fashion’ also seeming a little broad, vague, and quite frankly, confusing at times. We have become numb to the actual meaning of these terms, due to their ubiquitous overuse within retail and the media. Within her A-Z Sustainability Manifesto in 2021, fashion designer Stella McCartney described the confusion around what these buzzwords actually mean, stating, “I barely even know what the word 'sustainable' means anymore…It's a bit tiring to see people's overuse of these terms and really not have any substance to back it up.” Despite sustainable fashion moving from the margins to the mainstream, and the use of the term ‘sustainable’ quadrupling amongst online retailers over the last four years, there is no commonly accepted definition of what the term actually means. So, at Masuku, we’ve decided to clear things up for you and show you how we’re embedding true sustainability into every face mask and every decision that we make.

The Collins English Dictionary defines 'sustainability' as ‘the avoidance of the depletion of natural resources in order to maintain an ecological balance’, but to Masuku, it’s much more than that. At Masuku, we believe that true sustainability involves living in a way that preserves the wealth of resources that the earth offers through not using more natural resources than the planet can naturally replace and not producing anything that the planet can’t naturally reabsorb. We believe in fostering an industry that takes a careful and well thought out approach to the design, manufacturing, and consumption of products, that both creates good and avoids harm.

We offer an alternative approach to the current ‘take-make-buy-discard’ cycle of mass produced products out there, that prioritise profits over the planet. We consciously make decisions that minimise our impact on the environment, taking care to use truly sustainable materials throughout the entirety of our supply chain, production and product afterlife. We are careful, we are conscious and we are transparent. Our Masuku One face mask offers style, comfort and protection, whilst using truly sustainable and biobased materials. The washable outer is made from 100% recycled PET, ensuring it can be re-recycled at the end of its life. The injection-moulded frame provides a flattering 3D contour, whilst holding the face mask comfortably away from the mouth and nose. The replaceable nano-fibre filter is manufactured in the UK and is 100% biodegradable, allowing for easy, environmentally-friendly disposal. We are leading the industry, improving on the status quo, taking the leap to try out new innovations and ultimately, helping to create a better future for both people and the planet.