COVID chic: Japan's $1,000 face mask

Tokyo store attracts buyers with collection of over 5,000 masks

20201029 110,000 yen face mask Main

"The response has been beyond our imagination," says Mask.com store manager Saya Takahata. Retailing for just over $1,000, the luxury facemask features about 700 Swarovski crystals. (Photo by Yuki Kohara)

JADA NAGUMO, Nikkei staff writer

TOKYO -- Stretching beneath Tokyo Station is one of the capital's biggest shopping malls, with around 180 shops ranging from the toniest fashion outlets to gourmet restaurants. One boutique that opened in September -- a sign of the times -- is getting a lot of attention: Mask.com.

As you might guess from the name, it sells face masks intended to protect wearers from the COVID-19 virus. But these face masks are different from other types of personal protective equipment seen on the faces of most other Tokyo citizens. At Mask.com, the focus is on how people can wear face masks as an everyday fashion accessory.

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