Apparel | Saturday, May 21, 2011

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SUPIMA IN THE NEWS: The Brooks Brothers Collection

By Greg Wang

NEW YORK—The success of Brooks Brothers’ Supima Collection has already been well-chronicled in the national fashion press.

Now it’s making international news.

Twist, the West Yorkshire-based magazine that chronicles international luxury fibers and textiles, made Brooks Brothers’ Supima Collection the subject of its latest cover story.

Which was, of course, titled “Natural Quality.”

Inside the magazine, editor Jonathan Dyson explained the success of the initial Supima Collection for Brooks Brothers, launched with a 2010 catalog that broke all previous sell-through records, then detailed how the retailer capitalized on last year’s success by expanding its 2011 Supima offerings to include bedding and home furnishings—as well as an even greater range of men’s, women’s, and children’s wear:

“The use of the highest quality raw materials is central to the philosophy of Brooks Brothers, which adopted the maxim ‘To make and deal only in merchandise of the best quality’ when it was established in 1818. For around 20 years, Brooks Brothers has used Supima for many of its most iconic garments.

Claudio Del Vecchio, chairman and CEO of Brooks Brothers, said: ‘Brooks Brothers has a long, rich history of quality craftsmanship using only the finest materials. Supima allows us to create product that is not only extraordinarily luxurious but that is also strong and long wearing—something our customers have come to expect of our merchandise.’ “

For the full story, click here.