NEW YORK – This week, Trident Group is unveiling its own brand inspired by the remarkable shifts in how consumers are redefining luxury.
“The movement, often referred to as ‘quiet luxury’, signals a growing preference for understated elegance over bold, flashy displays,” the company said.
Gen Z and millennials are leading the movement, he added, “as they increasingly align their purchases with their values. As their purchasing power grows, these shifts in priorities will reshape the future of the luxury market across all categories.”
The new Ecru Collective interprets home trends and redefines luxury as ultimate comfort and everyday ease. The brand’s carefully curated collection of bed and bath linens emphasizes authenticity, quality and timeless appeal.
“Named after the French word meaning ‘raw’ or ‘unbleached,’ Ecru Collective embodies our commitment to natural materials and harmony with nature,” the company explained.
Primary fibers include cotton, linen, and bamboo, often blended for durability and softness. Earthy color hues include soft pinks, warm whites, gentle taupes, and muted greens and blues.
The bedding line uses innovative washing techniques to achieve a worn-in look with enhanced softness, while the bath collection incorporates Trident’s patented air-enriched technology resulting in towels that get softer with every wash. Ecru fashion towels reinterpret traditional motifs and nature-inspired designs into minimalist, modern textures and patterns.
“The introduction of Ecru Collective marks a pivotal moment for Trident as it expands its brand development to better serve the U.S. market,” the company said. “Leveraging its extensive manufacturing expertise and deep understanding of consumer trends, Trident is well-positioned to create brands that meet the evolving demands of retailers and consumers.”
Trident’s New York showroom is located at 320 5th Ave., 8th floor.
reference:
Trident’s Triple Play: Technology, Plant-Based Fabrics and Sustainable Manufacturing
Sun on the Beach. Trident utilizes the expanded power of Jacquard.
