On a Saturday night in April, Trevor George saw a photo, taken in the early days of the pandemic that showed a scene he figured could absolutely not persist. “Every single person had a blue three-ply disposable mask on,” says George. The image astounded him—and gave him an idea. “My wife and I looked at each other and we said, ‘There’s no way that’s going to happen in America. We knew that [Americans] were going to wear masks, but we didn’t think they were all gonna wear the exact same thing because that’s who we are. We’re very individualistic. We like to show our personality.” So he called a manufacturer that night who said they could make masks; later that week, George launched MaskClub with a sprawling inventory.
People bought Batman masks and Hello Kitty masks and tie-dye masks and masks made in collaboration with furniture textile maker Scalamandré. But