At this point in our socially-distanced lives, it seems futile to talk about what wearing a mask does to you. Some groups call it maskne and some call it asphyxiation of the non-gratuitous kind.
However, while there are literally hundreds to choose from (a flimsy 10-pack or one that’s makeup transfer-resistant and anti-ageing), the masks from KAZE hits the triumvirate of what we really require out of one. It keeps at a comfortable distance from your nose and mouth, it has five filters that blocks everything from dust, germs and particles, and it has a sponge nose bridge that leaves no marks.
If you want us to go further, KAZE masks come in 20 different shades, all of which come in a re-usable packet. If that doesn’t qualify as one of the best masks in the market, the founder talks us through it himself.
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Kaze translates to “wind” in Japanese; objectively speaking, how “cool” are the masks compared to generic ones on the market?
KAZE Light achieves an flow rate of 28.3l/min while maintaining a bacterial filtration efficiency (BFE) of more than 99%. That’s the standard (EN-14683) laid down by international bodies and we can’t deviate from it.
But a lot of work has gone into translating that measurement into how KAZE feels, and we try to design and refine the product to where we feel comfortable and proud of wearing it ourselves.
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I usually like to open interviews by asking brand founders to elevator pitch their product like their life depends on it, what would you say?
KAZE is like your favourite shirt, sometimes you forget you’re wearing it until someone compliments you. You spent all that time matching your suit down to your pocket square, tie clip, and socks. Choose something just as thoughtful and recognisable that covers half your face. You know KAZE will fit with your every mood, because we have designers dedicated to their craft. Searching for the right colours, improving the fit and surprising with textures.
You take a deep breath and you’re amazed that you can finally breathe, smelling the summer breeze yet knowing you will be protected a nd admired. And then you remember you made one of the best investments of your life. KAZE flows with you. So you can just flow. Here, I brought an extra one. Try it on.
But most of all, KAZE is about discovery and reinvention. This is our approach to other lifestyle products which we are launching very soon.
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How did you come about the shape of KAZE masks? What’s interesting is that it really does seem to fit everybody.
KAZE is obsessed with materials and design, and solving the structural problem required us to break it down to basics. It’s origami for the body. In that regard, it’s tailoring that drapes and flatter.
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The challenge was making it fit on everybody’s faces. In our R&D, we did numerous tests where we set up balloons of various sizes and try to have the designs sit on them. Most slipped off or the balloons popped. After a while it occurred to us that elastic bands weren’t enough. We needed to have the adjustable ear loops. It’s one of our eureka moments. Translated into comfort, it saves you from the dreaded ear rash or fatigue from excessive ear pull.
The sponged bridge also helps the mask seat comfortably on the nose, and prevent the mask from slipping. This is especially helpful for people wearing glasses.
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What about the material then? It feels quite paper-like without the flimsiness.
Each element of KAZE is specified for a practical purpose. Although KAZE are made of 3- ply (KAZE Light) or 5-ply (KAZE Original), each layer has its strengths and weaknesses. But put together, they create a balance in breathing comfort and optimal protection. For example, the meltblown layers trap fine particles, while the non-woven layers provide structure and abrasion resistance. Finding the right combination and layer densities took us a long time.
But we are glad we did, since you are now experiencing the result.
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Most importantly, the colours — how were each of the KAZE masks “dyed” to achieve such a shade and how does the colour not run?
It comes down to sourcing. During 2020, when pretty much the whole world was shutting down, it was hard to find the right partners to produce materials to our specs, such as dye retention and abrasion resistance. But we did and the credit goes to our product testing and sourcing team, who scours the planet for the right dyes.
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This allows our designers full confidence to bring out new colour collections that wow.
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When you say the KAZE masks are lab-tested, what kind of tests specifically?
Our goal has always been providing solutions to the world. But the reality is the world is split into different regions and standards. To solve that issue, we over-engineer KAZE to satisfy multiple testing bodies at once. One of it is Nelson Labs, which is an US FDA-approved facility. We also send it to SGS, the Swiss lab. There’s also Intertek (UK) and CNAS (China).
Face masks actually have different standards and classes. Seeing the challenge, KAZE designs around the most rigorous ones. KAZE Original is a respirator-class 5-ply recommended for maximum protection. It has passed the most rigorous testing threshold, which requires blocking out 95% of particles (PFE) as required by KN95 (Asia), FFP2 (EU), and N95 (US) standards.
As we enter summer, we recommend people in more humid regions wear KAZE Light, which is a 3-ply that follows the EN14683 standard. While it has a lower threshold than KN95/FFP2 standards, it blocks out 99% of bacteria (BFE).
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Lastly, out of curiosity, what is your favourite shade?
While Royal Blue is one of our most popular colours, and it goes well with the navy suit I wear to investor meetings, I find it a little serious for my everyday ensemble. So, it’s going to be Powder Blue for me. It’s fun. It’s cute. It soothes.
Once you’re done with this story about KAZE masks, click here to catch up with our June/July 2021 issue.
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