Joe Ruggiero’s Newest Fabric Line Draws Inspiration From Newtown

By John Voket

Years before he became a celebrity designer, starring in a daily Home & Garden Television (HGTV) series, Joe Ruggiero used to pass through Newtown on his daily commute between his Fairfield home and his job at Ethan Allen in Danbury. Mr Ruggiero said this week that he fell in love with the classic New England postcard look of Main Street with its patriotic flagpole and stately, set-back homes.

His memories of Newtown recently inspired Mr Ruggiero to name one of his newest fabric collections after this classic New England community. According to the Homes Across America host, his latest Sunbrella® New Classic fabrics, which includes the Newtown collection, should evoke a feeling of “classical New England style, with a twist.”

“My home furnishing designs have always been based on the essence of classic design,” said Mr Ruggiero, who is debuting his largest collection for Norwalk Furniture in several seasons. “Our New Classic fabric collection reflects a design aesthetic founded in the classics, but with cleaner lines for today’s consumers. We call it ‘Trad Modern.’”

The five fabric groupings in Ruggiero’s New Classic collection — Newtown, Town House, Hayden Hall, Exotic Lands, and Country Aire — include several new patterns, along with new colorations for some of Mr Ruggiero’s most successful Sunbrella fabric designs.

“We are building the Sunbrella collection from within, focusing on our most popular designs, while continuing to add new patterns based on lifestyle and fashion trends,” Mr Ruggiero said. “With more than five years of experience, we have a good sense of what it takes to create winning designs that resonate with consumers.”

The closest vendor for the Newtown collection is Homeward Bound, a lifestyle boutique on Bank Street in New Milford. Owner Kathy Walsh said the newest Sunbrella fabrics are among a variety of items she retails, including fine fabrics, clothes, furnishings, and gifts.

Ms Walsh said she is the person responsible for selecting the fabrics and other products being carried in her stores (she has a second location in Great Barrington, Mass.) She admits her choices reflect a more instinctive than tangible process.

“I look at it, and if it has a nice feeling to it, I buy it,” she said. “It has to strike me a particular way, to go with our vibe.”

Ms Walsh said she and her customers appreciate the Sunbrella fabrics “rich, classy” look, with their stain fighting and antifading durability.

“A lot of our clients have kids and pets, so they can’t really upholster in organic linens,” she said. “These fabrics fill a need, and they look and feel great when you handle them or are sitting on them.”

Between The Lines

Mr Ruggiero’s latest offerings include Newtown, reflecting the classic New England style of its namesake town. This grouping begins with Fusion, which features the look of a handwoven plaid in shades of beige and taupe with highlights of mineral blue.

The rich texture of this fabric makes a lasting impression.

His Rivoli line also emphasizes texture but is translated in a chenille fabric that resembles a tweed. It is also presented in a beige and taupe color way but has apricot as its accentuating color.

Vellum Sunbrella Velvet completes the array of textures found in the Newtown fabric introductions.

Mr Ruggiero said according to his company’s extensive and sophisticated research, his clients still gravitate mainly to “about 30 shades of taupe and beige.” He said he injects specific colors and patterns into the line based on a variety of influences from film to art to theater.

He pointed to last year’s Americasia collection, which he designed after the success of the film Memories of a Geisha and the revival of Madame Butterfly on Broadway.

“While we always incorporate these many shades of beige, we love to deliver these little surprises,” he said. “About 60 percent of our annual lines are these little surprises — that’s what makes the buzz, that’s what creates the fashion.”

He said not every “surprise results in a hit,” but Mr Ruggiero said he is often surprised when a “sleeper” pattern or style comes on strong two or three years after its debut.

“Some create an instantaneous buzz and others have a delayed reaction,” he said.

Looking at the suits worn by film legends Cary Grant and Gary Cooper, Mr Ruggiero created his Town House grouping. These patterns are reminiscent of the Hollywood attire of the 1930s and 1940s.

Beginning with Glen, a traditional large windowpane glen plaid popular in men’s jackets from the 1930s, Mr Ruggiero uses custard as the ground color. Deep brown and apricot are used as accent colors, giving this fabric the rich, glamorous appeal of that era.

Courtyard, introduced three years ago, makes a return engagement after a solid performance and continuing popularity. A windowpane pattern, Courtyard is featured this season in the color melon.

To complete this grouping, Mr Ruggiero features his best selling pattern, Trax, in new colors for spring and includes Sunbrella Velvet to add depth and coordination opportunities.

The Hayden Hall line builds on Mr Ruggiero’s past success with the English country look, this time by using a soft color palette. He personally recolored these patterns to create a simpler, more serene and pared down appearance creating a cottage appeal.

Chenillela reappears for spring in vellum, straw, butter and touches of apricot to add a soft, supple look. This textured pattern has been one of Mr Ruggiero’s most popular designs since its debut three years ago.

Travel Inspired Designs

Mr Ruggiero looked to his travels to Morocco for design inspirations for the Exotic Lands grouping. Leading off is a new pattern called “Moroc” in the color canyon. Moroc features earth tones and touches of melon that resemble the architecture and mosaics of Morocco.

Tonga Sepia is another new fabric found in this grouping, inspired by the design of caftans worn by Bedouin tribesmen. This pattern is a very subtle stripe with a ground that looks hand woven.

Mr Ruggiero recolored his Boss Tweed pattern in melon to add depth to the Exotic Lands grouping. This latest version of Boss Tweed resembles a Tibetan monk’s robe in a beautiful shade of orange.

Completing the New Classic collection for spring is Country Aire. A whimsical group of fabrics in bright colors, this line incorporates Fleur, a fanciful display of flowers and vines, is featured in apple, raspberry, and ocean blue.

A coordinating stripe, Lancaster, is available in the color Seaside.

Mr Ruggiero designs furniture for Norwalk Furniture, along with a complementary collection of Sunbrella brand performance fabrics and Phoenix trims for residential interiors, distributed to the trade by Silver State Textiles and offered to consumers through Calico Corners.

He also designs a collection of casual furniture for Terra Furniture, a collection of wood furniture by Caperton Furnitureworks, and a collection of all-weather wicker for Woodard and Viro that will debut this summer.

“This is really a dream come true for me,” Mr Ruggiero confided. “I spent 30 years working to get to this point.”

He said he loves developing and identifying trends that will eventually be incorporated into his designs.

“The joy of designing and producing fabrics, colors, and textures which are then used in my furnishings is unique,” Mr Ruggiero said. “A lot of fabric designers don’t get to see their vision as they may have intended it in the design process. I am truly blessed to be able to integrate my designs this way.”