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Haywin, FUBU reach for new highs

Marvin Lazaro -- Home Textiles Today, October 14, 2002

At The New York Market — Following the lead of its apparel business, FUBU, along with manufacturer and supplier Haywin Textile Products, has rolled out the final and highest level of its home line.

The step-up is presented as the luxury offering of FUBU Home, offering many apparel details as well as unique fabrications and styling.

"We want to expand on the luxury aspect," Maureen Granger, vp of merchandising for Haywin, told HTT. She added that Haywin was exploring other luxury options, including down comforters and pillows.

Six ensembles represent the luxury line: Glamour, Belle Aire, City Lights, Diva, Tahoe and Premiere. All are offered as open stock only and each ties back to a separate, freestanding line of open-stock sheeting that is a 310-count cotton sateen with an attached contrasting hem.

According to Leslie Short, FUBU's president of marketing, advertising and public relations, FUBU is concentrating on getting the home textiles aspect to retailers and letting them know that "this is a new, bright option" for the home. Short also said that FUBU was going to use a full array of marketing, including TV shows and videos, from the street level to trade, to get the word out to consumers about FUBU Home.

Glamour features a mix of gold and ivory colors with a velvet comforter that reverses to satin. The bedskirt is made of ultrasuede and the decorative pillows feature sequins and beading.

A 70/30 poly/silk woven blend adorns Belle Air, which also offers plenty of texture thanks to its woven construction. The Euro sham is reversible with a hidden closure, while the decorative pillows are made from silk and organza.

City Lights and Diva feature the same look. However, the former has more of a masculine coloring, thanks to its midnight and Carolina blue palette, while the latter is more feminine, with its white and ivory palette. Both feature three bands of sequins running horizontally across the comforter face as well as a silk charmeuse bolster pillow. Diva is also complemented with a faux fur throw.

Tahoe's comforter face is constructed of a mocha and buff-colored ultrasuede and also offers button embellishments and double track stitching.

Premiere, in black or red, is made from quilted silk and features a quilted duvet as well as button embellishments.

Also under the luxury bedding line is a solid-color jacquard sheet. A full range of colors is planned for the line, which features 310-count construction and the FUBU "F" as the jacquard pattern.

And for the first time Haywin is branching into the bathroom, via the FUBU Home license. Two different towels, a velour jacquard and a micro-cotton terry, are being offered. The velour, with more of a bright, fun palette, is sized at 27" x 52" and retails for $14.99, while the terry, with more of a refined palette, is 30" x 52" and priced at $19.99. Fifteen colors are offered between the two lines. A velour bath sheet is rolling out as well and is sized at 36" x 68" with a $29.99 price point.

Finally, under the luxury line is a complete offering of shower curtains. Retailing from $29.99 to $59.99, a crushed organza, a pieced four-quadrant ultrasuede, a twisted pintuck sheer, a sequin and a crushed long pile velvet are all offered with color tying back to the micro-cotton terry towels.

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