Artifact pivots to making reusable masks during the pandemic.

There’s no question many of us are hurting while much of Omaha has closed down to slow the spread of COVID-19, and on the same side of that coin are people like Chris Hughes at Artifact.

As our community searches for ways to pivot our companies, services, and products to meet the needs of those at home, Chris turned his companies focus to those on the frontlines of the pandemic by producing reusable masks. This conversation is about that transition.

Justin: For those who may not know of Artifact, what is your brand known for and why did you start it?

Chris: We make bags, aprons, and accessories in Omaha, Nebraska since 2010. I started Artifact in my basement after I was laid off in 2009. I released a wax canvas lunch tote that went viral. It enabled me to focus on Artifact full-time.

What kinds of products did you make before March 23rd?

Aprons for cooking and workshops, bags, and personal accessories.

You talk about how you "love creating timeless, well-made bags that address everyday needs." That seems to still apply today.

I enjoy creating products with utility and timeless aesthetic. Our masks are no different. From this point on, masks are going to have a presence in American culture. COVID-19 will not be soon forgotten.  

At what point did you realize you needed to do something different?

Two weeks ago, I was on the phone with friends on the east and west coast who have brands and retail stores. They were already laying people off and closing their stores. Everyone’s mind was on COVID-19 and the recession. They were advising me to circle the wagons and reduce staff immediately, but it was all so surreal because it wasn’t even mid-March, and we had already doubled last year’s first quarter revenue. I was feeling great and getting excited to launch new spring products. By March 14th, sales completely dropped off. After days of this I knew something needed to be done. Around this time I was hearing about mask and sanitizer shortages. Home sewers were making simple masks and I decided to develop a mask with a removable MERV-14 filter. I made a post about our masks on Facebook and there was a lot of interest - despite the masks not being NIOSH approved (like the N95). In conversations and research, I learned there are many mask applications crucial to our economy that N95’s are not worn for. Mask shortages continued to worsen. Yesterday, I listed our masks and replacement filters on our artifactbags.com site and they have been well received. 

What was it like to go from conception to product in 72 hours?

It’s been very stressful considering many of the mills and businesses where I get my materials and equipment had to close due to COVID-19. It’s required a plan A,B,C,D,E, and F. Fortunately, the worst of our wrinkles got ironed out today. We are now full steam ahead. 

You asked yourself a question in the Omaha World-Herald article, "Now the question is how many can we make in one day." Have you figured out the answer to that in the few days since launching them? 

I’d say 500/day. Possibly more as we gain efficiencies. 

Where are you sending these reusable 100% cotton twill masks and are they all going to the healthcare industry?

They are being shipped all over the country to medical staff who no longer have access to N95 or surgical masks, food processors, public service workers, individuals with jobs requiring contact with others, the elderly and high risk, etc. 

What have you learned since making these masks? 

The COVID-19 pandemic is worse than I could have ever imagined. 

What's next for Artifact?

Continue taking all precautions to stay safe and continue to make masks as long as they are needed. 

Contributor

Writer and Photographer:
Justin Fennert is the editor-in-chief at Hi Omaha, strategist at District Studio, and is based in Omaha, NE.