When the new 35 DMC threads came out a few years ago, DMC was in a rush to launch a whole series of new threads. From new metallics to their Coloris range, new threads were coming out from every angle. But the first of these was the Étoile Threads, a series of 30 more popular threads, but with a little added sparkle.
But since their release, no one has heard much from these threads. Does this suggest that maybe DMC have another failure on their hands?
This definitely wouldn’t be the first time that DMC has launched threads to eventually end them. The now famous US-only threads are a great example of this, but our recent post on the failed DMC linen threads are probably a better example.
A totally new thread type, which was admittedly well ahead of its time, ending within 6 months due to a lack of buy-in from designers. This appears to be the same with Étoile threads.
We went into detail about the uses of Étoile threads in a previous post when they launched, and we won’t put you through that again, but as a quick reintroduction; a 75% cotton thread with a small metallic thread wound in to give a little sparkle. Essentially, these are metallic threads, but are much easier to work with than metallic threads, but offer less sparkle.
But here lies the issue.
With these lightly sparkling threads, you still have to use thread conditioner to stitch with ease, and the tiny sparkle it adds isn’t strong enough to really notice much. Metallic threads, or even the far superior Diamant threads from DMC, offer a much better sparkle to your project, with only a little extra effort.
So why use Étoile threads?
In a word; Christmas. The only patterns I could see that use Étoile threads are Christmas patterns. And it’s obvious to see why really, but every pattern that I was able to find, came out back when these threads launched. And let me tell you; LOTS of Christmas patterns have been released since then. It’s quite obvious to me that designers really aren’t engaged with these threads.
This is fairly typical of DMC sadly. They launch a new range or product, and there is a big initial interest, with people clamoring to get hold of those tins of the new threads, but then DMC is totally hands-off with the threads after that point.
But the real kicker?
As of the time of writing (which is admittedly in summer), Étoile threads are on discount everywhere. And we’re not talking a like 10-20% here, we’re talking 50-60%.
With discounts like that, a lack of patterns using the threads, a lack of uses for the products, and DMCs new range of metallic printed aida taking some of the uses away even further, I wonder how long these threads have left before we consign them to one of the many DMC thread failures.
So tell us, do you think Étoile threads are on the way out, or have you stitched with them more than once?