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Divatex snags a piece of shag

Shag's hipster cool designers will make their debut as home textiles later this week at the Divatex showroom.

Divatex has been licensed to produce bedding, bath and beach featuring Shag designs. Although the main business of Shag — California artist Josh Angle — is artwork, his designs have also been licensed for barware, cocktail napkins, placemats, coasters, books, men's shorts, ties, stationery, watches and accessories.

The artist's sensibility evokes the sort mid-1960s cocktail chic embodied by the Pink Panther. Pattern names are also very much of the era: Monkey Lounge, Oola Boola and Hottie Cat.

"It's fun and funky, with good vibes," said Shay Zamir, vice president of merchandising, Divatex. "It's the kind of design that looks futuristic by taking from the past."

Divatex's beach towel collection will begin shipping in early April, rolling out first in the specialty store channel. Divatex is launching with four designs, all 34-by-64 inches. Two skus are fiber reactive prints and two are double jac velours. Retails will range from $15 to $20, Zamir said.

In bedding, Divatex will debut six patterns, "with more to come," Zamir added. Divatex will offer printed sheets in a variety of thread counts and constructions, including jersey knit and flannel. Shag will also be offered on printed top-of-bed. Product will be packaged as complete ensembles, sets, mini-sets or open stock, according to the retailer's preference, Zamir said.

"The appeal is young, urban. It attracts fashion aficionados. But it's also got strong looks for back to school," he said.

Divatex will debut bath later in the year, he said.

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