Home / Knowledge / News / Silk / ASM to debut new silk collections at Showtime Market

ASM to debut new silk collections at Showtime Market

May '19
Pic: American Silk Mills
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

Must ReadView All

Germany to promote Bangladesh's RMG industry

Apparel/Garments | On 25th May 2019

Germany to promote Bangladesh's RMG industry

The German embassy in Bangladesh will work closely to promote...

Pic: Mintel

Textiles | On 25th May 2019

UK courier, express delivery market hit £12.6 bn in 2018

British customers' love of online shopping is pushing the courier and ...

Pic: Target Corporation

Retail | On 25th May 2019

Comparable digital sales at Target soar 42% in Q1FY19

First quarter comparable digital channel sales of Target Corporation...

Interviews View All

Headhonchos, Indian fashion industry

Indian fashion industry

Organic the first choice of any environment-conscious person

Shawn Honeycutt, Bolger & O'Hearn

Shawn Honeycutt
Bolger & O'Hearn

‘The Indian market is interesting and rather persistent in seeking new...

Karan Suratwala, Key Textile Accessories Private Limited

Karan Suratwala
Key Textile Accessories Private Limited

Chinese imports are destroying the supply chain

Mala Alwani,

Mala Alwani

<div>Delhi-based fast fashion womenswear brand, Besiva, aims to bridge the ...

Ravi Kant Prakash,

Ravi Kant Prakash

A crucial role in the process of fabric manufacturing is played by the...

Carolin Russ,

Carolin Russ

Weko, Weitmann &amp; Konrad GmbH &amp; Co KG, based in south Germany, is...

Mr Hartmann Huth, Trevira GmbH

Mr Hartmann Huth
Trevira GmbH

Trevira GmbH is an innovative European manufacturer of high-value branded...

Dr. Rene Wollert, Freudenberg Nonwovens

Dr. Rene Wollert
Freudenberg Nonwovens

Dr. Rene Wollert discusses the current scenario of the global nonwovens...

Mark Brill, Birmingham City University (BCU)

Mark Brill
Birmingham City University (BCU)

<div>A technological breakthrough could see people getting messages about...

Divvya and Nidhhi Gambhir, Walnut

Divvya and Nidhhi Gambhir

<b>Divvya and Nidhhi Gambhir</b> started their career with the launch of...

Mike Hoffman, Gildan Activewear SRL

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Sneha Arora, Label Sneha Arora

Sneha Arora
Label Sneha Arora

Sneha Arora, an alumnus of National Institute of Fashion Technology,...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

June 2019

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search