In the promotional products arena, the coup of the T-shirt might have, true to form, happened slightly later, yet in the past few years especially, its evolution has been exponentially catching up. The metamorphosis has been chronicled annually in the pages of this very publication. Two years ago, in PM’s February 2006 T-shirt overview, “Go Sheer and Light-weight,” erstwhile editor Jennifer Hans reported changes in fabric weight were replacing
the heavier choices of the past. And just last year, Cynthia Graham identified
customization as the current trend. Today, there are three distinct categories that are
giving T-shirts more visibility than ever. It’s important to note the new developments are only building on past years’ progress, and as Alon Shafigi, CEO of Rancho Dominguez, California-based Next Level Apparel noted, the best is yet to come. “The market is tired of seeing the regular, boring 18 single tee,” he said. “It has taken a huge step forward into fashionable tees with incredible, creative designs.”
SURVIVAL OF THE Fittest
T-shirts adapt to a new, more stylish environment