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When the pandemic hit, retail came to a halt. Dress shirt demand disappeared, so I repurposed our premium shirting fabric into something essential—masks—to keep both customers safe and the business afloat.
I had the skills and the tools, so I designed a well-structured mask and sewed the first prototypes myself. Launched as a weekend shirt bundle, the masks took off. Soon the line grew to include lanyard masks, embroidered editions, and kids’ sizes.
Demand skyrocketed. I was the only one making them, keeping customers updated through emails, video tutorial, and behind-the-scenes photos.
For every mask sold, we donated $3 to COVID-19 relief efforts.
I ran ads to reach new audiences, highlighting craftsmanship, minimalism, and our give-back mission. The images told a story of care, design, and community.
The San Francisco Chronicle featured our work, bringing even more customers into the fold. That’s when I knew what we were doing truly mattered.
The pivot didn’t just keep Cotton the First going—it deepened customer loyalty and proved that fast, thoughtful design can create both business success and social impact.
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