Ultrafabrics, the global leader for performance fabrics, 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 highperforming
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 15-17th, 2022 Jacob Javits Center, New York

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 the media upon
request.