PPB May 2021

sew, but unlike today’s t-shirts, they were marketed as something that couldn’t be worn on their own. In 1913, t-shirts became part of the U.S. Navy’s uniform, and were adopted by the U.S. Army during World War I. From these origins and through the 1930s, t-shirts were called something different—“skivvies” or “jimshirts”—though the term “t-shirt” was added to MerriamWebster Dictionaries in the 1920s referring to the “T” shape of the garment. The first promotional t-shirt was sold in 1939 to promote The Wizard of Oz . Today, promotional t-shirts are used to not only support any cause imaginable, but to also express brand and wearer individuality and showcase one-of-a-kind designs. And when t-shirts are too old to wear, many are recycled and remade into something new. But not everyone wants to get rid of their old tees. In a 2009, nationwide survey of 1,000 adults conducted by Synovate to determine the fate of t-shirts created to promote groups and other activities, nearly eight in 10 (79 percent) of respondents said they were still holding onto an old t-shirt, with the largest percentage (93 percent) among those ages 18-24 and the second largest (70 percent) among those ages 65 and older. James Wallman, author of Stuffocation: Living More With Less and Time and How To Spend It , offered this possible explanation in the digital lifestyle publication Fatherly , “We hold onto old t-shirts because they evoke memories and connect us to earlier versions of ourselves, giving us a sense of enduring identity.” All the charms of a classic tee may be the reason why custom t-shirt printing is projected to nearly double in size by 2027, growing from a $3.64 billion to a $6.9 billion- dollar market, according to market research firm Grand View Research, Inc., noting the marked increase in companies, specifically startups and those in the entertainment space, that are selling promotional tees. Thanks to the entirely customizable aspect of tees, from their cut, color, embroidery, printing options and more, it looks like they’re here to stay, and stay for a while. Read on for populart-shirt styles and fabrics to consider for your clients’ next campaigns. Trendy Tees Made from a blend of 50-percent cotton and 50-percent polyester, the Zen Jersey Short Sleeve T-Shirt is acid-washed with a silicone finish, conveying a unique effect. The lightweight, four- ounce burnout jersey features flatlock stitching throughout, a self-fabric color and a tearaway label. Available in S-3XL in cement, vintage navy, twisted black, twisted royal and dark smoke (shown). J. America / PPAI 351669, S1 www.jamericablanks.com Made for the soccer field and for cheering on the sidelines (or from the comfort of home), the Momentum Tee from Holloway is made from 100-percent polyester and features moisture-wicking and antimicrobial properties, keeping wearers dry and, most importantly, comfortable. Also featuring 30+ SPF, the crew neck tee has a tag-less label and set-in sleeves, is also made with color secure technology to keep colors bold and bright. Available in S-4XL in 23 colors, shown in cardinal. Augusta Sportswear Brands / PPAI 187246, S5 www.augustasportswear.com | MAY 2021 | 29 INNOVATE