Coronavirus is redefining “fast fashion.” Instead of turning out near instant copies of the latest runway fashion trends, American fashion brands and suppliers are shifting production to produce the “fashion” that is most needed now: protective gear to keep healthcare workers and first responders safe on the job.

Brands as diverse as PVH’s Tommy Hilfiger, Nike, AllBirds, Hanes, Fruit of the Loom, Citizens of Humanity, Gap and its sister brands, Vera Bradley, Eddie Bauer, designer Christian Sirano, Neiman Marcus and Joann Stores have shifted resources to supply hospitals and other organizations with personal protective equipment (PPE), including facial masks, face shields and hospital gowns.

“It’s our ‘Rosie the Riveter’ moment,” says fashion-supply chain entrepreneur Lisa Morales-Hellebo, referring to the iconic image from World War II when women took over factories to manufacture equipment for the war effort. Read More