Friday, July 03, 2009

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BODAS AND SUPIMA: The admiration is mutual

By Greg Wang

LONDON—Yes, we enjoy their online site too.

And, yes, we love all our licensees.

But when we got this paper catalog in the mail from licensee Bodas last week, it was like getting a love letter to Supima.

First off, there was that big heart shape written around our address (see above). Then, the back of the envelope (see below), with its Cotton USA logo.

To us, that’s better than being sealed with a kiss.

But the best was yet to come.

Inside, almost every page was a valentine to the softness and strength of Supima cotton.

As the inside front cover explained:

“Bodas use U.S. Supima cotton. Supima represents under 1 percent of cotton grown worldwide and is the only mark made from 100 percent extra-long staple cotton. It is 35 to 45 percent stronger than regular cotton and these long, strong, and fine fibres are what gives it its superior softness, strength, and lustre.”

No wonder we featured Bodas in our SoHo pop-up store last year. No wonder so many stateside shoppers flipped when they saw it. And no wonder it’s become a fashion editors’ favorite.

After all, Harper’s Bazaar once described them as “Heavenly Bodas . . . simple, smart, and sexy.”

We completely agree.

Not lucky enough to be on the mailing list?

Try one of the two shops in London (in Notting Hill and Spitalfields). Or catch the selection in Harvey Nichols, Lane Crawford, or Bodas online