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Inaugurating “The New Future of Luxury” is Loftex.

Published: September 13, 2024
Author: HFT

Loftex has no need of a crystal ball to predict the future of the towel business.

Loftex has nearly ten years of experience developing its sustainable processes, goods, and performance, and it is reaching new heights in terms of quality and target market.

The phrase “sustainable is the new future of luxury” was coined by Gretchen Dale, EVP of strategic business planning, and she spoke with HTT about it. For the industry as a whole and for us, this is huge news. We’ve developed brand-new luxury lines that are more useful and sustainable than before.

There are four towel outfit collections in the range, and they will all be debuting at the New York Home Fashions Market.

ReVisco and cotton are blended recycled textiles used to make Velvet Touch. “We have previously employed this, but never for luxury. “These are large, luxurious towels,” clarified Dale. The fact that these fibers don’t need to be as heavyweight at the same bulk is what makes them so fascinating. These can weigh 20 pounds, have the same appearance, and behave similarly to a standard 28-pound towel—they are very absorbent, dry in the dryer in approximately 30 minutes, and have no linting.

She mentioned that Loftex soft-launched a comparable towel during the epidemic, and it gained momentum in retail. However, the business increased its engineering for this season to highlight Velvet Touch’s sustainable features. The fashion element also uses color and pattern to create a statement. The offering is anchored by the modern Waves design, which includes a variety of solid shapes.

Prelux offers Lyocell made from green bamboo, cotton, and graycell—the latter since it doesn’t contaminate the air. Nothing leaves the confined green system into the sky, she explained.

Dale clarified that there is “no viscose here” in the materials used to make Newlux, stating that its design is another unique aspect of the line. “We designed a stunning, modern flower that is unique and unlike anything else in the market.”

In order to create the new Eco Lux line, Loftex redesigned recycled polyester such that the core is a filament polyester that is reinforced with Ciclo and encircled by cotton. Dale stated that as a result, “Eco Lux towels are more sustainable, dry faster, and absorb water better.”

Dale went on to say, “Ciclo is added during the extrusion and, when it breaks down, acts like a natural fiber.” As a further advancement in our sustainability efforts, we include it here.

In China, Loftex’s vertical operations produce all four collections. These collections are further united by common rich-hued neutral palettes that defy convention and include deep red, mahogany brown, and titanium gray, as well as by consistently dense loop constructions.

Dale stated, “Our towels feel amazingly great, are highly functional, and are not just sustainable.” Ten years ago, who would have imagined that we would be using used clothes to manufacture towels? Our first things on our voyage were decent, but they weren’t always very soft to the touch. However, little by little, step by step, we’ve made great progress and are now at a stage where we have all the necessary resources. And there’s still a lot more to come.

Loftex designed unique packaging with gold accents to draw attention to the series’ opulent features.

Today’s affluent consumers want sustainability. She stated, “They will pay extra for something that is not only pleasing to the eye and the senses, but also environmentally friendly. Retailers are coming to us since they know we’re fully committed to providing these kinds of products, as they are requesting from them.

Between Fifth and Sixth Avenues, at 24 West 40th St., is where you can find the Loftex showroom. [Editor’s note: Since the original publishing, the address has changed.]

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