Under Armour faces off with Uniqlo in activewear masks

TOKYO -- The throngs of people lining up to buy face masks at Uniqlo stores in Tokyo show something the fashion retailer and its rivals understand: Even for an everyday product, consumers have an eye for brands.

Uniqlo's new face masks, made from the same material used in its AIRism underwear, are a massive hit. Touted as cool and quick-drying, the masks, which go for around $9 for a set of three, flew off the shelves immediately after their release. Uniqlo's online store was overwhelmed. The masks remain sold out, as of June 26.