American Silk Mills Unveils Updates to Iconic Brussels® Velvet – Company adds new Brussels® Stria and improves quality and durability of Brussels®

HIGH POINT, NC – May 31, 2019 – American Silk Mills is introducing Brussels® Stria at Showtime Market in High Point, N.C., which takes place June 2-5. Combining a textured and nuanced look with the rich, luxurious hand and soft shimmer of its iconic velvet, Brussels® Stria adds a modern feel to any room. Brussels® Stria will be available in ten stock colors, and cut orders will be fulfilled within 48 hours.

Brussels®, American Silk Mills’ iconic and trademarked luxury velvet, has defined the industry’s standard for high-end luxury velvet since its introduction in 1994. Over the years, American Silk Mills has sold more than 2.4 million yards of Brussels® velvet to more than 1,100 different customers. Starting this year, American Silk Mills is partnering with a state-of-the-art mill in India for the exclusive development and production of Brussels® velvet.

“As a result of the collaborative efforts of American Silk Mills and our new mill partner, Brussels® velvet is now better than ever,” said David Corbin, CEO of American Silk Mills. “We’ve taken the quality, safety and durability of Brussels® to the next level, and have raised the bar for high-end luxury velvet. The improvements we’ve made demonstrate our commitment to developing textiles that look beautiful and exceed our customers’ expectations for quality and performance.”

Improvements to Brussels® include the following:
• Increased the weight per square yard by more than 50% compared to previous Brussels®, resulting in an even more luxurious hand.
• With more than twice as many double rubs compared to previous Brussels®, the fabric can be specified for any end use, including high-durability end uses such as residential, hospitality and contract.
• With 100% vertical manufacturing and increased production capacities, lead times are significantly improved for full-piece Brussels® orders.

All Brussels® fabrics exceed the requirements for the most critical flammability tests (CAL Technical Bulletin 117-2013; NPFA 260; UFAC), eliminating any safety concerns that prohibit sales into any U.S. state.

American Silk Mills will also announce a substantial price reduction on Brussels®, to be effective June 2, 2019.

“The new pricing will reflect the greater efficiencies and quality delivered by our exclusive mill partner, and we’re excited to offer our customers better quality luxury velvet at better prices,” added Corbin.

About American Silk Mills:
American Silk Mills was acquired by Sutlej Textiles and Industries Limited in November 2017. ASM was founded in 1896 and remains among the oldest and most established of the American textile brands. The Company specializes in designing, weaving and distributing innovative textiles to customers across residential, contract, transportation and specialty markets. ASM products include fine jacquard textiles, high quality silks, a variety of luxurious velvets and Sensuede®, an eco-friendly synthetic suede.