Sferra Debuts Giza 45

Superfine Egyptian Line for Bed Linens

By Jennifer Marks -- Home Textiles Today, 2/4/2008 12:00:00 AM

New York —

Sferra Brothers is upping the ante on luxury Egyptian cotton constructions with the introduction of Sferra Giza 45, which is constructed of the finest — and rarest — Egyptian cotton.

"It's downright, flat-out the best cotton in the world," asserted Paul Hooker, owner of Sferra Brothers, the luxury Italian linen company.

The collection of Sferra Giza 45 made its initial showing last month in Atlanta and will make its New York debut this week at the New York International Gift Fair/New York Home Textiles Market at the Jacob Javits Center.

Giza is one of regions along the Nile River in which cotton is grown. Giza yarns are sold by number, e.g. Giza 90; the lower numbers representing the finer fabrics. Generally, Giza 70 has been the measure for the finest Egyptian cotton treading for sheets.

Giza 45 — which accounts for just 0.4% of Egypt's total annual cotton production — is the finest Giza thread available, and its entire production is consumed by a consortium of manufacturers who produce fine men's shirting for the luxury market. By leveraging Sferra's manufacturing partners in Italy — and with a lot of concerted wooing — Sferra eventually secured a contract for a portion of the production.

"The coolest thing is we cannot be copied," said Hooker. "You'd have to buy the Giza 45 — and you can't."

The Sferra Giza 45 collection includes sheets and duvets in percale, sateen and jacquard. Colors are white and ivory.

Sferra plans to promote the new collection regionally through co-op ad campaigns with its retail base, Hooker said.