Will.i.am is looking to disrupt the booming face mask industry like he once did mainstream music as a core member of the Black Eyed Peas. He's connected with the manufacturing and tech company Honeywell for the high-tech Xupermask.
What makes the mask so revolutionary? For $299, wearers will be able to enjoy Bluetooth, noise-canceling audio and noise-reducing microphone capabilities, dual-speed fans with a HEPA (High-Efficiency Particulate Air) filtration system, a rechargeable battery and even glowing LED lights.
He's got a good point: "We are living in sci-fi times," Will.i.am said to The New York Times. "[The pandemic] is straight out of a friggin' movie. But we are wearing masks from yesterday's movie. So I wanted to make a mask to fit the era that we're in."
While the mask officially arrives online tomorrow, April 8, for a limited drop channeling the spirit of coveted brands like Supreme and others, the 46-year-old multi-hyphenate debuted the look during a Black Eyed Peas show at the 2020 MTV VMAs where Tyga made a special appearance as well.
Ensuring the accessory is fit for modern-day superheroes aka essential workers is Jose Fernandez. He's a respected costume designer who crafted Elon Musk's SpaceX suits and contributed to the style of literal superhero movies like 'Black Panther,' 'The Avengers' and 'X-Men 2.'
Shooting his shot: Will.i.am has paid his dues as a consumer tech entrepreneur, most notably having developed a fashion-forward smartwatch called Puls in 2014 – roughly a year before the Apple Watch dropped. The product never gained a sustainable amount of traction, however.
"I think L stands for learn, not loss," he said. Big facts.