“Rather than looking 'medical,' regular people wanted to keep safe and also try to look a bit styling, a nod to being fashionable and functional,” says Will.i.am. If the call for fashion hasn’t been answered with the XUPERMASK, it will be hard to compete for style points as well as achieving practicality among the face mask-wearing issues. Japanese people have worn face masks for years now because of previous epidemics, like Sars, and general air quality drifting from factories in China. Will.i.am has also been aware of the global face mask-wearing culture, particularly in Japan. “We’ve long looked at shoes as protective gear, but they’re just cultural items that we go out and buy,” Will told CNBC’s, Jim Cramer. With safety came some of fashion’s most hyped goods, like, sneakers. (Photo by Kevin Winter/MTV VMAs 2020/Getty Images for MTV) Getty Images for MTV

Tyga perform at the 2020 MTV Video Music Awards, broadcast on Sunday, Augin New York City. NEW YORK, NEW YORK - AUGUST 30: (L-R) will.i.am of Black Eyed Peas wearing a XUPERMASK design, and.

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