Former Brand Collective CEO Martin Matthews has revealed his new venture, following his departure from the fashion house in July.
Matthews is now the MD of Castle Grade Australia, a facemask company that offers an environmentally friendly, safe and efficient alternative for Australians.
The masks are made from soft silicone that can be easily sterilised and feature a replaceable filter tested to high levels.
The masks help to tackle the environmental and efficacy challenges posed by both the surgical and cloth facemasks that are currently being used throughout the globe.
"Disposable masks are causing a huge amount of waste and end up costing users more than a reusable product.
"Fabric masks have been a common reusable solution but provide minimal protection which also deteriorates as the masks capture moisture.
"Our...masks solve these issues," he said.
Matthews added that bringing the next generation of face mask technology to Australia is all about accelerating the community’s recovery from the COVID-19 pandemic.
"When the first lockdown hit in April, we had to stand down hundreds of frontline retail workers across the country.
"It was a devastating time for all of them, with job security uncertain and incomes lost.
"The second Victorian lockdown has been even tougher psychologically, I think," he said.
The Castle Grade masks come in 10 colours and a range of sizes for adults and kids.
Matthews served five years as CEO of Brand Collective.