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Ultrafabrics, the performance fabrics company, recently revealed its most dynamic brand campaign yet for 2022. Titled HUSH: The Volume of Color, Ultrafabrics celebrates its benchmark collection of neutrals in the performance fabric arena, the number available far surpassing any other competitive textile brand.
Ultrafabrics has over 400 colors available to specifiers and designers, in a multitude of textures and finishes, but it’s important to note that over a third of those options are neutrals, meaning a full selection of whites, off-whites to grey and black.
Nicole Meier, Director of Branding, elaborates: “Our focus is giving our specifiers and designers exactly what they want, and often they don’t just ask for ‘a white’ performance fabric, they request the perfect white, and of course the perfect white varies based on their vision. This year Ultrafabrics is celebrating all of our neutrals, and putting focus on what is the largest selection of perfect white vegan leather performance fabrics (and everything in between) on the market.”
HUSH: The Volume of Color explores how powerful and impactful neutral colors can be in the built environment, and with the power of Ultrafabrics’ durability, cleanability and haptics, designers can trust the product to stay pristine even in high-traffic commercial areas.
Meier goes on to add, “Recently we’ve been inspired by partners who are using our neutrals in bold new ways. Tech wearables leader Fitbit uses our Volar Bio in Silverstone as its first vegan leather watchband option for customers; Jaguar Land Rover continues to introduce lighter vegan interior options with Ultrafabrics. Leading furniture brand Allsteel uses many of our whites, including Ultraleather Pro in White Wash, even testing the materials in- application in their offices to confirm durability and performance.”
The official HUSH collection of more than a dozen whites and off-whites offered by Ultrafabrics is functional and easy to maintain, and takes the ‘scare’ factor out of using this shade. Three of these are new whites – Impasto Ice Storm, Lino White Marigold and Montage White – and are a welcome addition to Ultrafabrics’ library. The collection offers options with enhanced ink and stain resistance, antimicrobial protection, or UV endurance, so designers can confidently add white to any product.
Barry Silverman, Vice President of Marketing and Branding, says of the HUSH campaign, “In recent years we’ve also seen an explosion of interest in our high-performing whites and neutrals. Our intelligence says the reasons are twofold: Ultrafabrics’ new technology, performance and quality means white can be used commercially and stay pristine. Also, with our re-emergence in post pandemic life, clients want the feeling of serenity that white environments can bring.”
Ultrafabrics is creating a series of HUSH installations and events at ICFF in New York, Clerkenwell Design Week in London and NeoCON in Chicago that accompany the launch. Taking the immersive experience even further, they have curated a Spotify playlist of soothing and inspiration songs that tell the story of white. Customers can follow all of the content, events and coverage on the Ultrafabrics Colorlab website here.
HUSH collection samples and marketing peripherals are available to the media upon request.
About Ultrafabrics
Ultrafabrics is a range of premium, animal-free materials that are reshaping the world of performance fabrics. Crafted in its Japanese mill using the proprietary production process, Takumi (meaning artisan) Technology, the company’s passion is the creation of unrivalled sensorial experiences.
With high-performance functionality and ultimate comfort intertwined, Ultrafabrics helps create uniquely sensorial and colourful surroundings. Uniting Japanese craftsmanship, state- of-the-art technology and sustainably focused innovation, the US-based specialist makes intelligent, animal free fabrics designed to do more. Meanwhile, Ultrafabrics is on a mission towards sustainability in all aspects of its business. By 2030, it aims to have 100% of its entire product portfolio across 11 markets made of 50% rapidly renewable and/or recycled materials. This is to support the brand’s larger goal of creating materials for the future through a more circular design process.
Ultrafabrics’ continuous investment in innovation, research and development has resulted in a range of polyurethanes suitable for both indoor and outdoor use. The brand’s growing client list of luxury brands spans many industries, from residential and contract furniture, to upholstery for cars, yachts, airlines and private jets.For more information, visit www.ultrafabricsinc.com.
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