Runway Ready

T-shirts have undergone drastic transformations since the heyday of old Hollywood. From runways to the streets, this longtime favorite in promotional apparel currently is showing softer fabrics, exaggerated necklines and bold colors.

FASHION!
According to Margaret Crow, director of marketing at S&S Activewear, Bolingbrook, Ill., fashion T-shirts are more in demand in the promotional products industry than ever before. "It used to be that basic T-shirts were the only ones being screen printed. But now fashion T-shirts―burnouts, combed ring-spun cotton and trendy silhouettes―are being shown printed at retail, so promotional products dealers are asking for and buying more trendy styles," she observed.