Happy Holidays 2016
By Marc Lewkowitz
Happy Holidays! As the month of December brings 2016 to a close, we find ourselves reflecting on the past year and what it has meant for the SUPIMA® brand and our business community. There are many highlights from 2016 and we wanted to recap all the positive developments that have contributed to a banner year for the Supima family.
SUPIMA® branding is at an all time high across all categories with retailers, both existing and new, making Supima cotton a core part of their story. Best of all, pricing reflects this increased demand, bringing healthier returns for our growers.
Some highlights from 2016:
- Brooks Brothers featured SUPIMA® in the successful relaunch of their iconic Oxford Polo® button down shirt and coming this spring, Brooks Brothers will convert the men’s polo to SUPIMA®.
- Levi’s launched their first SUPIMA® cotton jeans in their classic 511 style. Levi’s packaged the jeans in a unique cotton bag, that told the story of both Supima cotton and the history of the product.
- Banana Republic launched their 120/2 SUPIMA® woven shirts in classic and slim fit styles to great success and have recently added some SUPIMA® women’s knits. In 2017 the retailer will expand SUPIMA® offerings in their men’s knit line collection, as well as expand the women’s knits program.
- Uniqlo, the international retail brand, continues to offer high quality SUPIMA® basic knit tees and sweaters at attainable prices to bringing a whole new customer base to experience the benefits of Supima cotton.
- Casper, Everlane and Stance, trending millennial brands, have been quick to integrate SUPIMA® into their core product offerings and make it a key selling point to their younger customers.
- Supima Design Competition continues to build recognition in the fashion industry on a global level. In addition to showcasing the competition during Paris Fashion Week, SUPIMA® was invited by the Department of State to feature our collections at the 2016 Diplomacy by Design event held at Blair House in Washington, DC.
In the home fashion market, the labeling challenges of Egyptian cotton coupled with a sharp drop-off in its production have added to increased interest in SUPIMA® as many brands look for ways to add quality and dependability back into their offerings.
- Macy’s, one of the U.S. largest home fashion retailers, will be switching from Egyptian cotton to SUPIMA® for its top two selling sheeting programs, Hotel Collection and Charter Club.
- QVC the top selling shopping channel will once again offer SUPIMA® in its Northern Nights Sheeting program.
- Target just launched a SUPIMA® sheeting program this fall and is planning to add towels in 2017.
Ours is a small and intimate business built upon a small but dedicated team that is driven to connect and share the story of a remarkable fiber. At the end of 2015 Supima sold the office and land of the existing office that had served as the headquarters for almost 40 years. Having relocated to a temporary office this year Supima looks forward to moving into a new permanent location at some time in 2018.
The demand for authenticity, quality and differentiation are stronger than ever which creates an ideal environment for SUPIMA®. With more and more consumers shopping online, our partner brands have new and engaging ways to tell the SUPIMA® story.
SUPIMA® is fortunate to work with the world’s top brands and is poised and ready to take full advantage of this opportunity to advance American-grown Pima cotton.
All your support is greatly appreciated. On behalf of the Supima organization, we wish you and your family a happy holiday season and a prosperous 2017.