About

MASK

verb: to disguise, to perform such as in a masquerade.

adjective: masc as in masculine, qualities typically associated with men.

About Mask Santa Fe

Welcome to Mask Santa Fe, where timeless fashion meets a sustainable future.

Hi, I’m Jack Murphy 👋

I’m the founder of Mask Santa Fe, and I’m so glad you’re here! After spending over 10 years in the fashion industry, I couldn’t ignore the harsh realities of how much waste and environmental harm the garment industry creates. Even though I wasn’t always directly contributing to these issues, I felt a growing discomfort with being part of an industry that encouraged people to buy more and more—often at the expense of the planet.

At the same time, I had noticed something fascinating: the most inspiring designs in modern fashion were often rooted in vintage clothing—the very pieces I had been collecting for years. This realization sparked a shift in my perspective, leading me to ask:

What if we could celebrate the originals instead of constantly chasing the next trend?

In 2019, I made the leap to leave my old life behind and focus on what truly brings me joy:

  • Curating the very best vintage clothing that inspires modern trends.
  • Encouraging conscious consumerism to reduce waste and embrace a more thoughtful way of expressing your personality through clothing.

I haven’t looked back since.

From LA to Santa Fe: A New Beginning

What began as a temporary trip back to my hometown of Santa Fe in 2019 quickly became the foundation for something bigger. While I was initially splitting my time between Santa Fe and Los Angeles to run vintage pop-ups, the pandemic in early 2020 gave me the opportunity to settle down and officially launch Mask Santa Fe—starting with an Instagram page and an online store.

What Drives Mask Santa Fe Today

At Mask Santa Fe, our mission is bigger than selling clothes. We’re here to inspire change. Here’s how:

  • Sustainability Through Style: Every piece we curate is a reminder that great fashion doesn’t have to come at the expense of the planet.
  • Education and Awareness: We’re committed to creating content that encourages smarter, more sustainable choices.
  • Building a Community: Together, we can celebrate timeless fashion while paving the way for a more conscious approach to consumerism.

Looking Ahead

For the next year and beyond, I’m working to expand our online store and bring you even more curated vintage treasures. I’m also excited to produce new content that takes you behind the scenes, including:

  • A series documenting one of my vintage road trips.
  • Stories that explore the environmental impact of textile waste and how we can do better.

Every Purchase Matters

When you shop at Mask Santa Fe, you’re not just buying vintage clothing—you’re supporting a movement. Every piece you choose helps make this vision a reality, and I couldn’t do it without you.

Let’s Stay Connected

Follow us on Instagram at @masksantafe for daily updates, fresh finds, and behind-the-scenes looks at the journey.

Thank you for being part of this story. Together, we can redefine what it means to love fashion and make a difference while looking great.

Warmly,
Jack Murphy
Founder, Mask Santa Fe