2021 Style Guide: Six Big Promo Apparel Trends to Know

2021

Style

Guide

Photo: Getty Images by KARRASTOCK

Six big apparel trends you need to know — and how to get each look for your promotional products clients

by Sean Norris
April 2021

The style world is unpredictable. This is evident if you’ve ever been on social media, where the TikTok teens have unironically adopted ’90s fashion as their own and influencers have enormous power to shape trends. Throw in a pandemic changing the way people buy and what people are buying, and all bets are off.

If you’re a promo distributor looking for the most on-trend apparel for your customers, this can make things difficult. Sure, you can stick with the proven winners—T-shirts, hoodies and caps decorated in the traditional methods—and do mostly fine. Those items will always be popular, especially in the promo space. But what if your client wants something different? What if you want to win new business or separate yourself from the pack? You’ll need more than the basics for that.

That’s why we scoured the Style Internet to identify some major apparel trends on the consumer side. And while the familiar ones are represented here (athleisure, for example), we wanted to take it a step further. We picked specific looks within the larger trends and asked industry suppliers for their best advice on how to bring those looks to promo. If you want to be way ahead of the style game and deliver the best apparel for your customers, you’ve come to the right place.

The trend: Eco-friendly apparel (from socially responsible brands)

Why it’s in style: Sustainability has grown steadily as a consumer priority, especially for younger buyers. Lately, though, it’s made the jump from buzzword to must-have, especially in the apparel space. Fast-fashion companies are increasingly transitioning to more sustainable models, best exemplified by Zara—one of the largest clothing producers on the planet—committing to use only sustainable fabrics by 2025. Recycled fabrics have come a long way, too, with apparel makers no longer needing to sacrifice comfort or style in pursuit of more eco-friendly options. That means sustainable apparel in softer materials and more color choices, like the pastel hues dominating spring 2021.

Bring it to promo: “When selling sustainable apparel, be sure you are well-educated on the efforts behind what you are suggesting,” said Carrie Lewis, content and communications manager, marketing, for Koozie Group (formerly BIC Graphic), Clearwater, Fla. “Clients will view you as both a sustainability and product expert, and you may become their go-to for sustainable promos moving forward. For example, Alternative crafts most garments with sustainable materials and processes including organic and recycled materials like Global Organic Textile Standard-certified cotton, low-impact dyes and water conserving washes. By the end of 2021, they have even pledged to replace all virgin polyester with 100% recycled polyester in future fabrics. This focus on sustainability has not sacrificed comfort, as Alternative apparel has an unbelievably soft feel and fashionable look that can elevate any brand message.”

Seen here: Alternative Backstage Tank by Koozie Group (formerly BIC Graphic)

The trend: Personalization

Why it’s in style: On the consumer side, there’s a cottage industry around personalized products, with the trend extending far beyond a name or custom message. Consumers increasingly want personalization all the way down to the fit, or items that are designed with their unique specifications in mind. (The word “bespoke” became a meme poking fun at all the startup fashion brands making custom-fit artisanal small-batch ram’s-wool socks or whatever, but that it became a meme at all tells you how big the trend is.) The biggest sign that personalized apparel is going mainstream may be Amazon’s new “Made For You” program, which lets users fine-tune the size, material and fit of their T-shirt and add a personalized label.

Bring it to promo: While the promo industry is (literally) built on customization, some apparel suppliers are way ahead of the curve here. Redwood Classics Apparel, for example, can take a client’s old denim jeans or retired swag and incorporate it into new branded hoodies, combining sustainability and personalization into one piece of merchandise. “From product recommendations to curated brand solutions, personalization plays a crucial role—even more so now in the digital shift—in creating tailored experiences for clients, who tend to gravitate towards supplier/distributor/brand partners that align with their specific wants and needs,” said Ashley Chan, sustainability specialist for the Toronto-based supplier. “Through a personalized way of branding, we have seen elevated client expectations for relevant, contextual and convenient experiences to unprecedented heights in this digital shift. The sense of personal connection is something that brands are leveraging to foster that relatableness, relevancy and loyalty that ultimately evokes emotions close to their hearts and what their brand stands for/means to them.”

Seen here: Customized Earth Hoody by Redwood Classics Apparel

The trend: Statement apparel

Why it’s in style: Luxury fashion took a major hit during the first half of the pandemic. But in 2021 it’s roaring back to life. Top brands like Prada and Richemont reported sales now at or above pre-pandemic levels, while LVMH (parent of Louis Vuitton, Christian Dior and other luxury brands) posted its second consecutive quarter of solid growth. Consumer spending is returning, which partially explains the bump for these brands. But luxury fashion is also trending thanks to social media, where influencers advertise glamorous lifestyles and influencer-hopefuls look to stand out. That’s contributed to growing popularity for statement apparel that gets noticed without being overly loud.

Bring it to promo: “Distributors can translate this trend to promo for their customers by showing them that this type of decoration method is perfect for clients who want a more unique promotional item to show off their brand or logo,” said Celil Kes, sales manager for Let’s Support LLC, San Diego. “Embossed apparel has this luxurious look that can stand out from the rest of the promotional apparel in the market. The type of customers who would benefit from this style are the ones who want to make a statement. Embossing will definitely leave an interesting impression.”

Seen here: Embossed Apparel by Let’s Support LLC

The trend: The short-sleeve button-down

Why it’s in style: While consumers embraced pajama pants during the pandemic, the world is slowly reopening, and people need a wardrobe refresh before they get back out there. The comfort-first mentality of the pandemic likely isn’t going anywhere, which means styles that bridge the gap between fashion and leisure are essential. Enter (or re-enter) the short-sleeve button-down. Effortlessly combining comfort and style, the shirts are popular with men and women and work great as classier alternatives to the T-shirt for warm-weather outdoor functions. Plus, if they’re good enough for Rihanna—whose recent trip to the grocery store in an all-over print button-down earned high marks from InStyle (“the sexiest ’90s summer trend,” an “iconic fit”)—they’re good enough for us all.

Bring it to promo: “There are several ways distributors can translate this trend,” said Julienne Martinez, digital merchandising manager for FPS Apparel, Chester, N.Y. “We suggest lightweight fabrications such as cotton, poly twill and viscose. This style would work well with employees in the restaurant and service industry, beverage companies and even tech companies who are looking for relevant new company apparel. In terms of decoration, we have found all-over digital prints work well, but you could easily opt for an embroidery too. The best way to market a custom button down is to recommend it as a fun, unique way to rock branded apparel. Lifestyle photography would work well!"

Seen here: Woven Button Down by FPS Apparel

The trend: Fleece meets athleisure

Why it’s in style: Athleisure dominated pandemic style, which is no surprise considering it dominated pre-pandemic style, too. That’s only going to continue, especially now that athleisure has worked its way into the work-attire conversation like never before. It’s an extension of the “Zoom shirt” phenomenon, with consumers looking for versatile clothing they can wear on video calls and to the office without having to change back into their go-to hoodie afterwards. Fleece-meets-athleisure styles are their go-to hoodies (and pullovers). When comfort is the new No. 1 priority, these styles are hard to beat.

Bring it to promo: “Distributors can market this trend to their customers [by showing how] they can make more profit by expanding options in their top-selling styles, either with more sizes, colors, different fabrics or same-fabric-different-style,” said Eric Simsolo, director of product and business development for Next Level Apparel, Los Angeles. “They can also play with different printing textures to give a different hand feel. Popular methods include plastisol, puff printing and water-based prints on fleece.”

Seen here: 9000 Unisex French Terry L/S Crew and 9303 DTG Fleece Pullover Hoody by Next Level Apparel

The trend: All-over decoration

Why it’s in style: It’s easy to see why all-over decoration is so popular right now. It offers plenty of room for customization (a big hit with consumers and brands) and room to try bright, fun, eye-catching colors and designs (a necessity for the social-media crowd). In the custom apparel space, sublimation is a good way to get these looks, while providing an alternative to the typical screen printed or embroidered decoration on a solid-colored hoodie or shirt. Those apparel items will always be in-demand, but sometimes people want to change things up and wear something flashier.

Bring it to promo: Kelly Yarborough, co-founder of Sock 101, Lee’s Summit, Mo., said the supplier’s sublimated hoodies offer plenty of flexibility, with minimums as low as one piece and fully custom decoration. They’re also available with a gaiter built-in at the collar, adding a timely (and useful) twist to an always-popular item. “Since these hoodies are sublimated, you can do literally anything to them,” Yarborough added. “We can PMS color match the hoodies, and they are fully customizable. Some popular design trends we are seeing lately include colorful wild patterns all over the hoodies and then the logo in the center chest area, and also a solid middle section with a pattern on the arms, pocket and gaiter—so it’s a great mix of solid and a wild print. Think of it as painting your own canvas.”

Seen here: HPG-1 Hoodie/Hoodie Gaiter by Sock 101

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