PPB November 2018

| NOVEMBER 2018 | 15 INNOVATE Sweet Street Apparel Ideas Unlike many retail trends that find their way onto the fashion catwalk, streetwear focuses on apparel basics. “The aesthetic has an overall casual influence that is a bit sporty and athletic,” says Dana Fried, managing director for Delphic Group, an apparel industry consulting group with ties to Tommy John, Nasty Gal and Taryn Rose. Many of the popular promotional categories—including sportswear, t-shirts, performance apparel, rugged outerwear and even some Tommy Hilfiger-style polos—have all found their way under streetwear’s umbrella. As Fried says, streetwear aficionados are “offering a new definition to the idea of what’s ‘classic.’” Speaking of classic, streetwear places a lot of emphasis on authenticity, which is why the 99-year-old Champion brand has become such a staple in the market. “A new generation of consumers has discovered Champion, and they share their love for the brand with each other and on social media,” says John Spivey, marketing manager for Champion, part of HanesBrands, Inc. in Winston-Salem, North Carolina. “Throwback vintage and heritage styles are driving a lot of what you see at retail today,” Spivey adds. “Look at the archives to what was popular 30 years ago, and then look around at today’s styles. The differences are fabrications. Zippers may be bigger to where the zipper becomes a highlight. Oversized pockets are key for both function and fashion. And wider cuffs add to the retro look.” Fried believes today’s suppliers are in a better position than ever to stay ahead of this growing market. “The advantage manufacturers have is the ability to produce goods at exceptional margins, plus the barrier to market has never been easier or more cost-effective,” he says. “By finding the right people on the design, branding and marketing side, it has become easier to create and distribute their own brands without taking abnormal risks in inventory positions as they learn how to adapt their product offering and branding message based on market feedback.” While streetwear looks to continue its reign of popularity for years to come, smart companies will start marketing their products that way now before it becomes ubiquitous. To get started, look to clients in adjacent industries, like gyms, sports clubs, fan wear and specialty stores. They’re already buying promotional workout gear and jerseys, and many will have a young audience primed for the more modern styles. Work with your clients to create bigger logos and bolder designs on their garments and encourage them to spread the Instagram-worthy looks on social media. When Pharrell is spotted wearing that t-shirt at a red- carpet event, they’ll thank you. Fleece vests continue to be popular in business and fashion circles alike. The Women’s Newport Vest enhances the basic style with a bold contrasting chest pocket. The full-zip fleece has a stand-up collar and faux-leather zipper pulls. It is 100 percent polyester and comes in four colors, including sand/ gray (pictured), and is also available in a coordinating men’s style. Charles River Apparel PPAI 111644 www.charlesriverapparel.com Neon continues to make fashion waves with tops like the Performance Heather t-shirt . The 100 percent polyester shirt features a heather gray body and contrasting raglan sleeves in seven colors including optic yellow (pictured). The easy care, wrinkle- resistant shirt is available in XS-4XL. Blue Generation PPAI 174655 www.bluegeneration.com