Our Story

Embracing Change and Doing It With Style

As the 2020 pandemic unfolds, I am compelled to fight in the war against COVID-19.  My team and I have worked behind the scenes to help the homeless, front line workers, and others.

 We also launched Take Heart Masks - a line of premium face masks.  Our mission is to help people embrace change by doing it with style.

What’s unique about Take Heart Masks?  They are reversible, eco-friendly, washable, and have a spunbond polypropylene filter.  We source designer fabrics from around the world, and all production is proudly done in Austin, Texas.

We hope you enjoy our line as we move to create a new kind of fashion statement. From our hearts to yours...Take Heart.

Linda Asaf

CEO | Designer

A massive thank you to our 2020 Summer interns Carter Cowman, Trisha Pei, Eleanor Scott, Nicole Seremetis and Ruby Sulter.
Your hard work and creativity played a pivotal role in the launch of Take Heart Masks. ♥

Visit LindaAsaf.com for more information on her fashion line.
Linda Asaf began her professional career in New York City by running a national fashion company and subsequently launching her own line. She honed her fashion design skills by learning from the best in the industry and studying at the Fashion Institute of Technology.

She shared resources with world-class designers such as Vera Wang, Bill Blass and Badgley Mischka among others.  Through this experience, Linda gained knowledge of the finest techniques and resources in the world.  New York city was a defining experience and proved to be a cornerstone of her career.

She is proud to base her business in Austin, Texas getting immense satisfaction from working directly with her clients and building the local economy.  All production is done by local, highly skilled tailors with over thirty years of experience.

In addition to fashion design, Linda produces high fashion runway shows including the Full Tilt Fashion Show, a high-octane, international show held each year during USGP Formula1 Race Weekend.  Linda is also the Founder of an award-winning concept store called Design Lab which celebrates the best designers in Texas.  Design Lab won 'Best New Shopping Concept' by Austin Monthly Magazine in 2015 and was named one of the 'Top Austin shops to dress like a million bucks' by Culture Map in 2016.

She has enjoyed a successful business career with Fortune 500 companies including Citigroup, Young & Rubicam, and IBM amongst others.  She is a graduate of Columbia Business School with MBAs in Finance and Marketing. 

When she is not designing, you can catch her - or try to - racing sailboats or yachting around the world.