Loftex Launches New Line, Fresh Logo

Home Textiles Today Staff -- Home Textiles Today, 3/4/2012 2:00:00 AM

The Crafted Texture bath collection includes textured solid fashion coordinates in Loftex’s new beet root colorway.NEW YORK - Loftex is heading into the New York Home Fashions Market with not only a new line of product but also a new logo.
     "The new logo is a testament to the strength, quality and innovation that goes into all Loftex products," said James Booth, vp of marketing and brand development.
     The "x" in the brand name has a slight twist to it, representing the manufacturer's weaving techniques. The visual symbol accompanying the logo is a single loop - a nod to terry towel loops.
     "All together, these elements combine to offer a subtle homage to the hard work and attention to detail that defines what Loftex is," Booth said.
     In terms of product, the key bath introduction is Crafted Texture, which marries artisanal contours with a fashion-forward color palette.
     The line includes 10 styles and 10 solid colors. The lead towel is an allover texture in a piece-dye with a veloured cuff. It merchandises back to a group of textures that range from a three-color jacquard to double-faced jacquards as well as double-faced dobby weaves.
     Colorways evoke autumn and include oak, chestnuts, whitecap and granite accented with indigo, beet root, gingko and seaport.