Ultrafabrics is proud to present its most dynamic brand campaign yet for 2022. Titled HUSH: The Volume of Color, Ultrafabrics embraces the theme of new beginnings, and has built a campaign of events and installations that celebrates its wide range of whites and neutral hues. Three new white tones have also been added to the Ultrafabrics’ portfolio of over 400 colors.

Barry Silverman, Vice President of Marketing and Branding, says of the campaign, “As we scanned the landscape across the markets we serve and looked at what our brand partners were doing, we were blown away by the innovation and raw creativity of how they were using our product. In recent years we’ve also seen an explosion of interest in our high-performing whites and neutrals. In 2022 we wanted to celebrate the potential of a blank canvas by creating a series of installations and events in New York, London and Chicago that elevate the Ultrafabrics collection of neutrals, and to inspire our customers to continue to innovate."

HUSH: The Volume of Color explores how powerful and impactful neutral colors can be in the built environment, and with the power of Ultrafabrics' durability, cleanability and haptics, designers can trust the product to stay pristine even in high-traffic commercial areas.

The HUSH collection of more than a dozen whites and off-whites offered by Ultrafabrics is functional and easy to maintain, and takes the ‘scare’ factor out of using this shade. Three of these are new whites – Impasto Ice Storm, Lino White Marigold and Montage White – and are a welcome addition to Ultrafabrics’ library of over 400 colors. The collection offers options with enhanced ink and stain resistance, antimicrobial protection, or UV endurance, so designers can confidently add white to any product.

HUSH: The Volume of Color A.R. Swan, Director of Marketing elaborates on the campaign: “The Ultrafabrics Color Lab, our content platform for ideas and innovation, is always looking to create moments that inspire our customers, and HUSH will do just that. We have enlisted the incredible talent of British stylist Despina Curtis, to take a palette of our white fabrics and create installations at our Clerkenwell, London showroom, WantedDesign Manhattan at ICFF in New York and NEOCON in Chicago. She has taken the HUSH collection and layered them in a woven framework to create moments of pause and visual ‘quietness’, while still creating maximum visual impact.”

HUSH: The Volume of an Ultrafabrics Soundtrack Inspired by the Beatles White album, the creative team at Ultrafabrics produced marketing peripherals around HUSH inspired by this classic vinyl album jacket, with a QR code to download a playlist of songs inspired by the campaign. Guests of ICFF + WantedDesign Manhattan can visit the Ultrafabrics booth in the WantedDesign Lounge, sit and listen to the playlist on their smartphone.

HUSH: part of the ICFF + WantedDesign Manhattan talks program May 15, 2022 10:30am Jacob Javits Center, New York Panel talk is free with admission

Ultrafabrics is proud to be partnering with ICFF + WantedDesign Manhattan to present its HUSH campaign as an installation in the WantedDesign Manhattan Lounge, and hosting the show's inaugural panel talk. Titled HUSH: The Volume of Color, notable industry editors, curators and designers will take the stage to discuss how neutral color palettes can elevate, titillate, and excoriate traditional notions of color. Ultrafabrics is proud to welcome:

Matilda McQuaid, Acting Curatorial Director, Cooper Hewitt, Smithsonian Design Museum Saana Baker, Editor in Chief, The Textile Eye Nicole Meier, Director of Branding, Ultrafabrics Inc. Kathianna Rousseau, Director | Senior Associate, Rockwell Group Stacy Shoemaker Rauen, Senior Vice President, Design Group, Emerald | Moderator

A.R Swan elaborates on the guests for this panel, “At every juncture, the Ultrafabrics Color Lab endeavors to bring value to our audience and customers who give us their attention. This diverse panel of thought leaders brings exceptional intelligence to their respective fields in textiles, design and culture. We couldn’t be more pleased to offer this to the ICFF + WantedDesign Manhattan and the Ultrafabrics Color Lab audience.”

HUSH collection samples and marketing peripherals are available to designers upon request.