PPB December 2018

produced by luxury brands like Gucci, Chanel and Fendi, taking them to new heights in the consumer market and putting them in the sweet spot for sales. For example, in May, The Guardian ran a story about fashion house Balenciaga’s “T-shirt Shirt,” picturing a t-shirt with a button-down shirt draped on top of it. Part of the luxury retailer’s fall 2018 collection, the two-for-one tee carried a price tag of $1,290. It’s the latest proof that the adaptable tee has emerged as the ultimate fashion statement yet remains the classic go-to wardrobe staple for casual chic. “The importance of tees in our wardrobes is not diminishing,” says Kevin Miles, director of sales operations for Norcross, Georgia-based supplier Alternative Apparel. “Our customers want higher-end fashion basics that work alone or as great layering pieces.” From Retail To Showroom Rack What’s hot in promotional t-shirts is typically rooted in the latest consumer fashion trends. “Patterns are a growing trend in this market that is starting to catch up to retail,” Miles says. “Camo, stars and stripes are some of our best-selling retail styles, and they are hot in printwear now, too.” Marcus Davis, product development manager for Winston-Salem, North Carolina-based supplier HanesBrands, sees fabric weights starting to diversify. “After years of trending toward lightweight fabrics, mid-weights and even heavyweights are growing in popularity,” Davis says. “This also goes hand in hand with the rise of unisex tees, particularly with younger consumers.” Miles predicts the t-shirt market will trend in the coming months toward rich colors such as bright reds, deep yellows and intense blues. “Also, look for pinks in all shades—for both men and women,” he adds. “We’ve doubled down on our pink hues to meet the demand.” Davis says the biggest macro trends influencing the apparel market are elevated fabrics, sustainability, and styles with a vintage look and feel. “Customers want heritage styles but with modern fabrics,” he says. “Champion, for example, is adding a ring-spun option to its ringer tee and a three-quarter-sleeve baseball tee—two classic, retro styles that are as popular today as they were decades ago.” Given its colorful heritage and heady future, the t-shirt is both timely and timeless, making it not just an essential wardrobe staple, but an all-time favorite marketing tool. Get your groove on wearing the Hi-Def T-Shirt , a lightweight cotton jersey tee with multi-color, high- definition graphic prints. The designs are digitally printed with eco-friendly, water-based inks and there is no limit to the number of colors that can be used. This tee can be ordered starting with just one piece, making it great for drop-ships and small order customization. Available in a range of colors and in sizes S-3XL. Vantage Apparel / PPAI 113235 / www.vantageapparel.com Made of a unique tri-blend fabric containing polyester, ring-spun combed cotton and rayon, the District ® Women’s Fitted Perfect Tri ® Tee hugs the body for a figure-flattering silhouette. This form-fitting women’s tee features a rib-knit neck, tear-away label and shoulder-to-shoulder taping. SanMar / PPAI 110788 / www.sanmar.com | DECEMBER 2018 | 15 INNOVATE In Style