The masks are made from all-natural materials, including merino wool from New Zealand. Good breathability was a top priority for the designers, as most of the currently available masks proved to be uncomfortable to wear. Nevertheless, the filter is able to filter 95% of air pollutants. Using sustainable materials, the idea of the mask is that it doesn’t contribute to the pollution it protects its users from.
This last notion is interesting as it points out that, while air pollution is the reality of today in many urban areas of the world, the designer mask concept seems accepting to that reality. The goal of cleaner urban air should remain a top priority, but still it doesn’t hurt to be a little fashionable along the way.