Corduroy, essentially, rewritten as a furnishing velvet. The rib runs at 1.1 cm, wide enough to read as a stripe rather than as a nap, and the surface is matt where velvet usually is not. The reference is to the 1970s, when this was a cloth people sat on rather than admired.
The specification is what sets it apart: 100,000 Martindale rubs, exceptional for a cotton velvet, on a cloth of 520 g. That is a family sofa, in daily use, for years, and it is why Rubelli treat it as a contemporary upholstery velvet rather than a traditional one. Eighteen colourways, 140 cm wide, made in Italy.