“How long will this new normal last?” That’s been the conversation starter over Zoom lately. During these days, three women innovators in Los Angeles decided to shift their business resources to meet the unexpected demands of our nation and citizens, turning a precarious situation into something for good. Marta Miller of Lefty Production Co., Galina Sobolev of Single Los Angeles and Inga Goodman, designer of her namesake line, are all working to make the best out of a bad situation.
Marta Miller, Lefty Production Co.
“I was planning to make swimsuits this week. Instead I’m making masks,” said Miller, regarding the manufacturer’s rise to participate in the Major Garcetti’s Project L.A. to serve the immediate needs of the community. Lefty is producing non-medical face masks locally in L.A. and shipping them to both individuals and businesses in the U.S.
Lefty’s masks are reusable, easy to launder, bleachable and designed to be disinfected. They are 100% cotton (latex-free, for those with latex allergies), double-layered to last and one-size with adjustable ties. The adjustable straps allow the masks to be elastic-free to reduce ear and head irritation.
Consumers and businesses can visit shopleftyproductionco.com to order or inquire about wholesaling and use the code LOOKINGGOOD10 for 10% off your entire order. The masks are solid in color.
Galina Sobolev, Single Los Angeles
“We were suddenly a Los Angeles-based brand faced with shut downs, a U.S.A.-made fashion brand with nothing to ship,” said Sobolev, fashion designer and co-owner of Single L.A. “This inspired me to re-think and re-tool my business, as well as the sheer fact and determination to keep my L.A. contractors busy! I also want to keep my employees being able to feed their families, buy food and basic necessities.”
Single LA is a luxury collection known for its classic sensibilities and exuberant European fabrics. Sobolev is now offering Single L.A. Fabulous Fashion Masks made with luxury fabrics.
The washable masks are large enough to fit over a surgical mask if needed and are designed and comfortable to wear. The masks are offered in individual and packs of three or 10.
Single L.A. wants their messaging to be clear with the following statement on their website:
“Are these medical grade N95 masks? Absolutely not. Will these help you keep your germs to yourself when you sneeze/cough and keep you from touching your face? Absolutely yes. It’s for your peace of mind and those around you.”
To help consumers cozy up in this new fashion statement, Single L.A. wants to make the process more fun for both men and women to feel good despite these shifts. The brand will be raffling off pieces in May to those who enter the code LOOKINGGOOD to sign up for their newsletter or use the code at checkout. The collection is available direct-to-consumers and for wholesale. Preview the mask assortment at www.singlela.com
Inga Goodman, Fashion by Inga & Rana Farshaoukh, Creative Visual Concepts Inc.
Inga Goodman is on a mission to inspire. In collaboration with her line manufacturer, Creative Visual Concepts Inc., she was one of the first to begin awareness for personal protection equipment (PPE). Together, the firms raised funds via GoFundMe to pivot CVC’s Everyday’s Ritual collection (slated for Nordstrom) into a full collection of stylish masks and gowns. The pieces were made available for healthcare workers first and, now, the general public.
Goodman is focusing on lifting her client’s spirits and inspiring them with creative content daily. Having never been home so much, she recently designed an apron for giveaway on Instagram to keep women looking good at home while announcing that a portion of all website proceeds will be donated to PPE masks and other medical equipment production, which is still needed at the facilities across the U.S. For masks and gowns, please visit shopeverydayritual.com. Goodman’s designs are at www.fashionbyinga.com.
Will masks be fashion next form of self-expression? With people eager to get back to a routine, this may be the way to look good and feel good while staying safe.
