SURVIVAL OF THE Fittest
THREE STEPS IN THE RIGHT DIRECTION
Among those “incredible, creative designs” are those having to do with the T-shirt fabric itself, its shape and an influx of embellishments. Below, these three advancements are discussed further:
1) Special effects. Next Level Apparel, as well as industry suppliers such as Los Angeles-based People’s Apparel and Alternative Apparel in Norcross, Ga., has been promoting its “burnout” patterns, which happens by way of a chemical process that reduces fabrics to their sheerest point. Next Level Apparel has a poly/cotton burnout
T-shirt as well as a style that features a sheer jersey body with long, burnout sleeves, Shafigi said. While this is a new addition to the Next Level product line, he added, “We are very proud of this design and are getting really great feedback.” As an added bonus, Shafigi commented, the non-burnout body of the jersey style lends more room for imprinting.
The shift to more on-trend detailing (which mimics
a vintage, distressed look), will set promotional
T-shirts up to be noticed on their own stylish merits.
Mindy Anastos, marketing and merchandising
manager at L.A. T Sportswear in Ball Ground, Ga., maintained, “T-shirts are worn for going out and for setting a fashion statement. As this happens,
T-shirts are being adorned with more upscale designs and fashion details.”
2) Flattering fits. Though T-shirts are finally being taken out on the town, distributors would be remiss in neglecting the item as a corporate-wearables mainstay. Consequently, better cuts and silhouettes make the new T-shirt a business-friendly garment. “T-shirts are becoming acceptable wear in business-casual environments,” Anastos said. “This means they need to be tailored with flattering fits and refined finishing details.”
In this vein, promotional apparel suppliers such as Kavio!, Commerce, Calif., and S&S Activewear in Bolingbrook, Ill., are boasting new selections including a Missy line (designed to fit the average woman) and longer T-shirt lengths, respectively.