Invention stitches up at International Hotel Show

Cape Town – A simple clothing repair kit invented and manufactured in South Africa has been recognised as a “must-have new product of the year” at the world’s largest hotel industry trade show. The Sewno Instant Tailorä was chosen from 150 entries to make the finals in the prestigious Editors’ Choice Awards at the International Hotel / Motel and Restaurant Show in New York on Monday.With Sewno Instant Tailorä guests can fix a button or hem in seconds, without using a needle and thread. This compact kit contains two innovative products – Instant Buttonâ, a peel and stick replacement button, and Instant Hemä a peel and stick repair tape for loose hems.

“In today’s fast-paced lifestyle people seek convenience,” said Monique Robinson, Marketing Director of Cape Town based Instant Solutions, manufacturers of the Sewno Instant Tailorä. “Sewing kits invented in the 16th century are outdated – with Sewno Instant Tailorä even people who can’t sew can quickly repair their clothes with confidence. The products work effectively, and will survive several machine washes and even tumble drying, depending on the fabric.”

Craig Dunlop, Instant Solutions’ Production Director, who was in the USA to attend the show, says the response was phenomenal. “Sewno Instant Tailorä fits into existing packaging so hotels can introduce this innovative new product without making huge changes. Orders have been pouring in from around the world and we are already in our second production run!”

The Sewno Instant Tailorä was inspired by Maggie Rentos, an American woman who invented the original Instant Buttonâ. Instant Solutions bought the rights to the US patent, made some refinements and incorporated the Instant Hemä to create the Sewno Instant Tailorä kit. Rentos earns royalties from every button sold.

“It is our intention for Sewno Instant Tailorä to replace the old fashioned sewing kits found in hotel rooms around the globe. Being included in these prominent awards is certainly a step in the right direction; we are absolutely thrilled,” said Robinson.

For more information contact Monique Robinson at Instant Solutions on (021) 790 8032, email monique@instant-solutions.co.za or log onto www.instanttailor.com.

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