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It's California Dreamin' for Alok

Dallas - Alok International's Alok Brands is adding its first designer name to its portfolio with via its recent partnership with California fashion and lifestyle brand Trina Turk.

The two entities collaborated to create a line of vibrantly colored bath and beach towels that are launching at the New York Home Fashions Market.

Designs include solid colored, sculptured, and yarn-dyed jacquard towels, all inspired by West Coast living.

The beach towel collection features iconic prints and jacquards to tie in with Turk's swimwear line.

Bath towels are set to retail for about $23, and the beach towels about $60. The collection targets better department and specialty stores.

"We feel Trina Turk will push the category to new limits in fashion and trends," said Arun Agarwaal, president of Alok International "The brand represents a contemporary American point of view and we are delighted to have partnered with such a creative team."

Added Turk: "We are excited to bring our optimistic color and print to this brand new beach and bath collection. The hues and patterns reflect the natural beauty and vibrancy of California."

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