Ultrafabrics launches HUSH – Furniture World Magazine


Ultrafabrics, the performance fabrics company, recently unveiled its most dynamic brand campaign yet for 2022. Titled HUSH: the volume of the colorUltrafabrics celebrates its benchmark collection of neutrals in performance fabrics, with the number available far exceeding any other competing 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 these options are neutrals, which means a full selection of whites, from off-white to gray and black.

Nicole Meier, Director of Branding, explains: “Our objective is to give our prescribers and designers exactly what they want, and often they don’t just ask for a “white” performance fabric, they ask the perfect white, and of course the perfect white varies depending on their vision. This year, Ultrafabrics is celebrating all of our neutrals and highlighting what is the largest selection of perfect white vegan leather (and everything in between) performance fabrics on the market.

HUSH: the volume of the 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 remain flawless even in commercial areas with high traffic.

Meier goes on to add, “Recently, we’ve been inspired by partners who are using our neutrals in bold ways. Wearable tech leader Fitbit is using our Volar Bio at Silverstone as the first vegan leather watch strap 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 their offices to confirm durability and performance.”

The official HUSH collection of over a dozen whites and off-whites offered by Ultrafabrics is functional and easy to maintain, and eliminates the “fear” factor of using this shade. Three of them 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 improved ink and smudge resistance, antimicrobial protection or UV resistance, so designers can add white to any product with confidence.

Barry Silverman, Vice President of Marketing and Brand, 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 indicates that the reasons are twofold: new technology, performance and quality from Ultrafabrics means the blank can be used commercially and remain pristine. Additionally, with our re-emergence in post-pandemic life, customers want the sense 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’ve curated a Spotify playlist of soothing and inspiring songs that tell the story of white. Customers can follow all content, events and coverage on the Ultrafabrics Colorlab website here.

Samples of the HUSH collection and marketing collateral are available to media upon request.

About Ultrafabrics

Ultrafabrics is a line of premium animal-free materials that are reshaping the world of performance fabrics. Manufactured in its Japanese factory using the proprietary production process, Takumi (meaning artisan) technology, the company’s passion is creating unparalleled sensory experiences.

With high performance functionality and ultimate comfort intertwined, Ultrafabrics helps create a unique sensory and colorful environment. Combining Japanese know-how, advanced technology and innovation focused on sustainable development, the American specialist manufactures 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 for 100% of its entire product portfolio in 11 markets to consist 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 indoor and outdoor use. The brand’s growing list of luxury brand clients 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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