ASM to debut new silk collections at Showtime Market

16 May '19

3 min read

Pic: American Silk Mills

American Silk Mills (ASM) will debut three new silk collections at Showtime Market. The event, dedicated in bringing together all segments of the textile industry, will be held from June 2-5, 2019, at High Point, North Carolina, US. ASM specialises in designing and distributing innovative textiles across residential, contract, transportation, and specialty markets.

The collections will showcase versatility, a wider range of price points, and distinguish themselves by being the first to benefit from the synergies between ASM and parent company, Sutlej Textiles, according to an ASM press release.

For EnduroSilk, ASM combines the look and feel of silk with the endurance of performance in the inaugural collection of this innovative indoor/outdoor fabrics brand. Bleach cleanable, stain resistant, light fast, and durable in abrasion, the collection reinvents the idea of liveable luxury.

Inspired by the classic and athletic beauty of the great American pastimes of sailing and equestrian sports, EnduroSilk celebrates vibrant colour reminiscent of jockey silks and regatta flags in its Thoroughbred collection. These sophisticated and graphic patterns transform and contemporise exterior or interior living spaces, sunrooms and sun porches with an enduring elegance.

Harkening back to the history and legacy of ASM, EnduroSilk also blends the refined look and feel of silk and linen into innovative designs reminiscent of the classic Italian palazzo, with patterns and colours, designed to stand the test of time. Faint fresco or patina finishes, ethereal stripes and clean, refined patterns combined with a sophisticated palette of tinted neutrals, including mother of pearl, silver leaf, alabaster, mercury glass and 14-carat, create timeless luxury easily embraced by any interior.

Designed around a chameleon-like colour palette showcasing a mélange of complex, comfortable colours, Essentials shape shifts into any context with ease. Developed for everyday liveability, this collection of 16 stocked fabrics work in heavy duty applications with high abrasion resistance and a nod towards social responsibility with a Prop65 compliant Nanotex protective finish. With touchable textures and a warm and cool neutral palette, Essentials offers endless possibilities.

ASM marries a diverse mix of yarns and textures to create signature graphics that are playful, intricate, and colourful, to make Pattern Play collection. Classic with a twist, the condensed collection of four contemporary patterns makes the most of an organic, saturated, and liveable colour palette, featuring colours such as indigo, ochre, sumac, tobacco, henna, aubergine, and bloodroot.

“For ASM, this Showtime Market brings forward beauty, innovation, and performance, and each collection embodies one or more of these elements. We’ve drawn inspiration from our pattern and fabric archives, which are among the most extensive in the world, to create collections with definitive points-of-view, ranging from the heritage and legacy of the company to comfortable, liveable yet innovative fabrics,” Susan Hedgecock, creative director for ASM said.

“These collections are among the most diverse we’ve introduced because they embrace innovation and performance, yet are founded in the design heritage of ASM. We recognise that consumers desire beautiful, luxurious fabrics that are also casual and approachable. We want to create fabrics that speak to people’s aspirations yet fit within their daily lifestyle,” David Corbin, chief executive officer for ASM said. (GK)

Fibre2Fashion News Desk – India

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