by John Russel Jones

As sustainability and thrifting grow in popularity, it makes perfect sense that a whole new generation of home sewers would be up for learning how to make at least rudimentary repairs and customizations to their clothes or latest flea-market treasures. To make sure that budding fashionistos tools are as up-do-date as their gaming consoles, SVP Worldwide — the world’s largest consumer sewing machine company — has announced a partnership between Singer and Supreme.

Dean Brindle, SVP Worldwide CMO, says what the company has successfully accomplished technologically for almost two centuries will carry it into the future, but managing to keep the Singer brand modern is all about marketing. “Even as a 171-year-old company, we continue to carve our identity.  We’ve embraced social media through sewing education, built a digital library of inspirational projects, and created fashion collaborations with Amazon Prime Original Making the Cut, Disney’s Cruella, and now Supreme. We remain committed to staying top of mind with our existing and new consumers.”

Combining the iconic performance of Singer with the Supreme design provides a new consumer experience. The new Singer SP68 offers 548 stitch applications with 300 individual stitch options for basic, stretch, and decorative stitches, including two lettering fonts. Some key features on this machine include an LCD screen displaying stitch images and settings and a thread cutter button which saves time by trimming the top and bottom threads. The speed control option allows sewists to go at their own speed for ultimate control.

At press time the machine, retailing for $598, was already sold out.