Bernhardt Textiles Introduces Winkraft
A New Brand in Collaboration with Tyler Brûlé
New York, New York, January 2004
Double the vision...double the talent...double the options. Jerry Helling, Creative
Director of Bernhardt Design, has joined forces with renowned media entrepreneur and
journalist, Tyler Brûlé, CEO of design agency Winkreative. They have introduced Winkraft,
a new brand of contemporary textiles, accessories and products incorporating fabric.
The new brand serves to expand Bernhardt Design’s presence in the textile arena and
complement the more classically inspired designs of Bernhardt Textiles.
Three years ago, Brûlé, then at the helm of Wallpaper* magazine, and Helling began
formulating their collective vision of a new brand that would bring a global perspective
to the textile market. This international confluence of multi-cultural viewpoints, diverse
creative talent and current fashion trends has provided the inspiration for Winkraft
products and fabrics.
The collaboration with Brûlé to develop a new brand continues the tradition of
Bernhardt Design working with top international design stars. Some of the talent
already tapped for the company by Helling includes leading international designers
Ross Lovegrove, Fabien Baron, Jhane Barnes and Christian Biecher.
"The decision to partner with Winkreative was a easy one. In addition to a long-standing
admiration for Tyler’s vision and talent, who better to develop such a visually rich product
than a firm specializing in graphic design," said Helling. “Winkreative also has a strong
marketing focus which, combined with Bernhardt Design’s furniture industry presence,
places us in an advantageous position and allows us to easily monitor consumer and
"The creation of Winkraft allows us to launch a number of different products in the
textile arena as well as accessories and furniture", explains Brûlé. “Winkraft is the
first ‘Wink’ branded range for us and we’re thrilled to be collaborating with Bernhardt."
The first introduction