MASKS FOR EXTRAORDINARY PEOPLE PARTNER WITH AMG
South London collective Masks For Extraordinary People (MFEP) has agreed a unique partnership with The Athlete Media Group (AMG) to harness their athletes as brand ambassadors.
Athletes that have expressed their support and involvement include professional footballer Liam Fontaine; Saracens & England Women’s Rugby 2014 World Cup winner, Marlie Packer; 2012 Olympic Bronze medal-winning boxer-turned professional wrestler, Anthony Ogogo and blind international dressage rider, Verity Smith.
Wearing facemasks can greatly reduce the transmission and risk of catching Covid by more than 80% according to research in The Lancet and MFEP will work with AMG athletes to help spread awareness of their sewing collective and the importance of wearing facemasks to combat covid.
Masks For Extraordinary People are a collective of volunteers in South East London, and beyond, making funky washable two-layer filter-pocketed face masks for dedicated people whose jobs or lives have become extraordinarily challenging.
From one sewing machine on 8th April 2020, MFEP are now 90 volunteers, sewing, cutting, cycling and driving who have made, donated and delivered nearly 5000 face masks to bus drivers, postmen and shop workers who have had to face the public without being provided any training or protection, as well as people in food banks, hospices, schools, refuges, community centres and to those fearful of the world outside their doors.
Each mask is uniquely made from recycled materials such as bed sheets, duvet covers, t-shirts and all sorts of beautiful printed fabrics, generously donated. They’re washable, reusable, environmentally friendly, protective and, dare it be said, desirable fashion accessories.
Founded during the first weeks of lockdown by Corinne McManus, who ordinarily runs her fashion print company, Atom Designs, selling unique artwork for fashion and sports companies worldwide, along with her life-partner Ben Roberts, a photographer, they started with enough unique printed fabric swatches in a huge range of different styles to make the first 1500 masks before needing to find different fabrics.
Where ever possible the masks are made from 100% recycled material, using bright printed fabrics which as well as being a necessary safety precaution add a bit of style, are less intimidating, fun even, and can help normalise the need to wear a protective face covering in public, as well as lifting the spirits of those they meet.
AMG’s mission is to make meaningful, data-driven connections between athletes, sports and brands. It was set up by former IPG Board Director, Mark Middlemas, in March 2019 and works with premium sportswear brand Castore, leading British satellite business Avanti Communications and premium advertising company Ocean Outdoor.
Corinne McManus & Ben Roberts, Co-Founders of MFEP_UK said:
“We are absolutely delighted to be partnering with Mark and AMG’s athletes. No one wants to wear a mask but by choosing to you show you take this invisible threat seriously. Having these great ambassadors will really help normalise the wearing of masks, because the more we wear them the sooner we won’t have to. And while they remove some of your identity can reveal a little of your character.”
Mark Middlemas, CEO & Founder of AMG, said,
“Essential workers are doing an exceptionally important job on the frontline and need all the support they can get. I am delighted to be collaborating with Corinne and Ben to help drive visibility for their fantastic collective. As lockdowns loosens it’s critical to stay alert and fight covid so I couldn’t think of a better team to have partnered with and harness our talented athletes’ platforms to support their hugely important cause.“
EXTRAORDINARY PEOPLE, EXTRAORDINARY ATHLETES, EXTRAORDINARILY CHALLENGING TIMES