The humble sewing machine is a good example of an essential commodity that is essential to everyday life but little appreciated.
Even if, unlike a generation or two before, the sewing machine is no longer a matter of course in every household, it still has a permanent place in the sewing and clothing factories of the world. Because despite industrialization and automation, the textile and clothing industry is an area in which manual labor on the sewing machine is indispensable. In addition, the trend towards self-tailored fashion is coming back, especially among young people!
Singer x Supreme SP68
A cooperation between the New York skateboarding lifestyle brand Supreme and the sewing machine manufacturer Singer wants to draw our attention to this everyday object and put the sewing machine in the spotlight.
The result is the “coolest sewing machine ever” in bright red, which represents a new experience for consumers: inside: The new Singer SP68 offers 548 stitch applications with 300 individual stitch options for basic, stretch and decorative stitches, as well as two fonts. It also bears the Supreme logo in a prominent position as well as the Singer logo.
LCD screen for stitch images and settings
However, key features include an LCD screen that shows stitch images and settings, and a thread cutter button that cuts the upper and bobbin threads to save time. In addition, thanks to a speed control, users can determine the speed themselves and thus retain control.
According to Dean Brindle, chief marketing officer for SVP Worldwide, the maker of home sewing machines under the Singer, Husqvarna Viking and Pfaff brands, the right marketing is key to being technologically successful and staying relevant and modern.
“Even as a 171-year-old company, we continue to work on our identity. We’ve embraced social media through sewing classes, built a digital library of inspiring projects, and launched fashion collaborations with the Amazon Prime Original Making the Cut, Disney’s Cruella and now Supreme. We remain committed to staying on top with our existing and new customers,” Brindle said in a press release.
The Singer x Supreme sewing machine is available from Supreme and is priced at €668 (US$598 or £568).