Super soft pima cotton is considered to be the world’s “finest cotton” (the “cashmere of cotton” according to those in the know). Supima was founded in 1954 as the promotional organization for the American Pima Cotton Industry but it’s not exactly a household name. That’s about to change.
On Thursday, April 3rd, Supima opened the doors to its first retail store, a 10 day pop up store in Soho, (72 Greene Street, www.supimastore.com) which showcases designs from 15 “successful contemporary brands that make Supima a “core part of their collections”. (Wamsutta, Majestic, Three Dots, Chopak Mills, Agave are among them)
Buxton Midyette, Supima’s Vice President of Marketing and Promotions came up with a brilliant and very timely idea to fete the launch, a “Paint Your T Shirt” event. Capitalizing on the painterly moment in fashion, and the Soho location (which is all about art, photography, and fashion), he was able to merge the worlds of art, photography, and fashion. Each guest who walked through the doors was offered a complimentary Three Dots white t shirt (a boat neck tunic style for the girls and a short sleeved polo for the guys, each made from that wonderful cotton), and invited to visit the art bar set up in the front of the store which was outfitted with a serious assortment of brushes, paints, and easels. This enabled everyone to personalize his/her t shirt and become their own, well, Picasso (everyone I saw really got into it and took their time creating their own ‘masterpiece’).
The finished product was then put on a hanger with a number for later pick up (the paint has to dry over night). As a frustrated artist myself, I couldn’t wait to tap into my creative side and the result was something colorful and graphic. I even signed it. It was the most fun I’ve had in a long time. Well, okay, maybe not the most fun, but pretty close.
While the “Paint Your T Shirt” was one day only, there will be interactive art events, and other special treats (cocktails, Sunday Brunch, etc.) planned for the next 10 days.
For more information contact Julie Beynon, THINK PR, 212 343 3920, jbeynon@thinkpublicrelations.com
-Marilyn Kirschner
