Press Room

Download News Release here.


News Release | Product Launch, Local Business Story
For Immediate Release


Innovative local business responds to community demand and climate emergency with launch of eco-friendly face mask

-- Supporting community wellness and the environment — one mask at a time --


Waterloo, Ontario, April 21, 2020 — As Canadian businesses navigate this time of economic interruption, many are adapting their strategies to survive. Day Dreamer Accessories was on the brink of launching The Dream Strap, an innovative, patent-pending travel accessory, but when air travel ceased in response to the coronavirus pandemic, our business plans dramatically shifted. We redirected our product offering to fulfill the needs of the community; to help reduce the spread of the virus, Day Dreamer Accessories designed and manufactured The Dream Mask — a comfortable, eco-friendly, non-medical grade face mask — made for Canadians, by Canadians, right here in Canada.

While some medical experts recommend wearing protective face coverings when out in public spaces, mass purchases of N95 and surgical masks compromise their availability for frontline healthcare professionals. Since people are purchasing alternatives, single-use masks are perpetuating senseless waste in our landfills. “Although this pandemic has stolen attention from the ongoing climate emergency, we all need to be mindful of our impact on the planet and use sustainable products whenever possible,” states Niki Gilmour, Founder and CEO of Day Dreamer Accessories. The Dream Team has responded to this call to action by creating affordable face masks using bamboo rayon and Repreve® — fabricated from 100% recycled PET water bottles — and OEKO-TEX 100 certified, free of harmful substances.

Many Canadians are required to leave their homes as essential workers, or to pick up groceries or prescriptions for their families. While a reusable, non-medical grade cloth mask can’t prevent viral infection for the wearer, a physical barrier can help prevent mask wearers from transmitting COVID-19 to others. Since asymptomatic carriers can further the spread without knowing they are positive, wearing masks just makes sense. If we can help decrease the number of people contracting this illness while reducing single-use product waste and employing Canadians, we will accomplish our goals.

Charitable giving is an important part of our business model. We will be donating masks to those most vulnerable — homeless and low-income residents who cannot afford personal protection equipment. Further, a portion of all mask sales will be donated to the Canadian Mental Health Association. “We recognize this is an incredibly stressful time for many people. COVID-19 is a very real threat not only to our physical health, but also our mental and emotional well-being,” says Gilmour. The Canadian Mental Health Association is facing a potential rise in mental health challenges throughout our communities. “We have committed to donating a portion of our sales revenue to CMHA so people struggling with anxiety and depression will have better access to vital resources.”

Canadians can be innovative, compassionate, wellness-focused, community-minded, and responsible stewards of our planet, even in times of crisis. When businesses care and operate with integrity and conscience, we all thrive. Our business reflects our core values. We want to be an active part of the solution as we face the COVID-19 outbreak together. Helping others while protecting the environment is our priority.

The Dream Mask launched on Shopify on Friday, April 17, 2020, and over 450 units have been sold to friends and family. Many organizations have reached out in their quest to increase personal protection for employees, volunteers, clients, customers, area residents, and care recipients. We expect to receive our first shipment in three weeks and will promptly begin distribution. To arrange volume-based pricing or mask donations, please contact The need is urgent. We accept online donations from those who want to help by giving the gift of protection – the eco-friendly way.

-- End --


For further information about this topic, please contact:

Niki Gilmour | Founder, Chief Executive Officer
Day Dreamer Accessories Inc.
+1 519 502 1726 |