Sweating the Details
WHITE LINED PAPER. Vanilla ice cream. Bottled water. Sure, these things are plain, but that doesn’t make them any less great. There are tons of things in life that are beloved by many that are as simple as a good BLT or scrambled egg. Ask the cook who perfectly scrambled that egg, too, and he or she will surely tell you that a ton of thought, planning and skill were required to get that egg exactly right.
Well, a ton may be an exaggeration, but the point is that careful design is required for any great thing, no matter how simple, be it scrambled eggs, or, say, sweatshirts and fleece.
The retail sector may be seeing more diverse and ornate designs in sweatshirts and fleece here and there, but on the promotional side of things, style is still very much sticking to the straight and narrow. “We do not see a lot of unique style treatments for fleece,” said Lori Anderson, marketing manager for River’s End Trading Company, Hopkins, Minn. “Keeping a style basic lends itself better to a colorful, interesting logo and doesn’t compete with it.” Anderson did mention, however, a few design elements currently popping up. “Some minimal style treatments you see today are different colors inside the hood or tipped color on the cuffs. Lace-up hoods are also popular as well as the front muff pockets.”
As for silhouettes, the rule of simple still applies. Christopher Levesque, vice president of marketing for New York-based Anvil Knitwear, was faced with designing three new sweatshirts for a company that has traditionally dealt with T-shirts. “I evaluated the market from a sheer numbers perspective of what sells … 80 percent of the market’s product is a 50/50, classically styled sweatshirt,” said Levesque. This evaluation led Levesque to create the three new sweatshirts in Anvil Knitwear’s sustainable line that, aside from their eco-friendliness, are quite traditional in design.