Monday, February 15, 2010

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Supima Launches First of Five Web Episodes From 2010 Design Competition

By Marc Lewkowitz

Why a contest? Why a video series? Why now?

The Whole Thing Started because Supima had something to prove. After more than five decades of successfully supplying the world’s finest cotton to the world’s finest labels, Supima’s status as the “softest” and “strongest” was a given. The fashion world already associated its premium extra-long staple pima with the finest shirtings, the most skin-friendly knits, and the sturdiest and most supple denims. But Supima cotton could also do what other cottons, other natural fibers—and even most artificial fibers—could not. Its yarns could be spun as fine as a cobweb and still stand up to infinite machine washings. Its fabrics could withstand the harshest dyes and the most extreme “distressing” treatments—without losing any of that luxurious Supima feel. Supima, the Phoenix-based marketing association that represents American growers of premium pima, knew that even its devoted customers hardly realized the potential of its product. So, in 2008, Supima decided to hold its first Competition for Emerging Designers. The overnight success of the contest in various print and online publications only confirmed what Supima already knew: The contest should continue annually. “We’re showcasing the next generation of fashion talent,” says Buxton Midyette, VP of marketing for Supima. “At the same time, that talent was also showcasing the possibilities of Supima. And we’ve already been getting calls about the 2011 competition!”

Watch the first episode below!

Watch this space for additional episodes as they are released!

Watch the second episode here.

Watch the third episode here.

Watch the fourth episode here.

Watch the fifth and final episode here.