A new look and feel for the Sunbrella® brand that showcases the design appeal of the legendary performance fabric will launch globally, across all markets, this year. Hal Hunnicutt, vice president of marketing, says, “Textiles are an important ingredient in great product design. Sunbrella has evolved to combine our advanced performance features with globally inspired designs that are quite surprising, if you’re still thinking of us as strictly solid and striped canvas.”

Sunbrella began in 1961 as a trusted brand for the awning industry, with unmatched fading and mildew resistance and easy cleanability, and it quickly extended into the marine and outdoorfurniture markets. Advances in technology and design-centered product development in recent years have resulted in an inspired palette of colors, styles, and textures—allowing consumers, designers, and architects to create extraordinary environments, indoors and outside.

“A fabric’s appearance and feel are becoming more important in our traditional outdoor markets, and they are critical requirements for interior furnishings,” Hunnicutt says. “Our investments in design, research/development, and manufacturing capabilities have made tremendous advances over the past 15 years. Our design team travels extensively to understand market and color trends, and it has been instrumental in how this story reflects the romance, beauty, comfort, and performance achievable with Sunbrella.”

The Sunbrella brand evolution features inspirational photography that communicates how the brand’s design capabilities are now on par with its reputation for durability. The photography showcases how the fabric’s proven performance marries with an elevated design story to transform settings. The new look will be integrated into all touchpoints, including print and digital advertising, trade shows and events, and new marketing materials introduced this fall. The materials, as well as a new global website, will feature Sunbrella fabrics in inspiring designs and environments.