The ability to showcase and discuss a wide range of styles can be a game-changer, making it easier to pinpoint what a customer is looking for and guide them to the perfect fit for their project. Whether it’s a moisture-wicking cap for athletes, a fashion-forward bucket hat or a structured flat brim for streetwear enthusiasts, having a deep understanding of fabric choices, construction and branding possibilities allows for more meaningful recommendations. By staying informed on design innovations and consumer preferences, businesses can enhance the shopping experience and build long-term customer loyalty. Let’s dive in.

Male/Female/Unisex

While most headwear styles are unisex, some are better suited for specific head sizes. Structured, high-profile hats provide an excellent fit for larger heads, while unstructured and mid-to-low-profile options offer versatility for both large and small head sizes. Small and women’s-fit styles provide the best comfort and proportion for those with smaller head sizes.

Infinity Her Collection
The baseball cap was developed originally for men, but INFINITY Her has perfected it for women. Each cap in the INFINITY Her line is engineered just for women and includes a patented Evolve concealable ponytail opening; a patented Elude makeup-resistant, wicking and breathable sweatband; a smaller, lightweight visor; the perfect size for a woman’s head; and easy, snag-free closures.
Photo courtesy of Infinity Her

Flexfit Delta Snapback with Perforation 180AP
The Flexfit Delta Snapback takes innovation further with laser-cut perforations for maximum breathability and a snapback closure for a customizable fit. Designed for sleek style and performance comfort, it features a three-layer sweatband that manages sweat while providing stain protection with Stain-Block and ActiveGuard technologies.
Photo courtesy of Flexfit

Imperial 5054T The Wrightson Two-Tone – Performance Rope Cap
The Imperial five-panel look that started it all, made with 100-percent recycled polyester performance fabric and moisture-wicking technologies and an anti-microbial sweatband, is perfect for those hot days on the course.
Photo courtesy of Sportsman Cap & Bag

Performance (Athletic & Outdoors)

Performance headwear comes in various shapes, sizes and materials, varying by brand and style. Key features that define “performance” hats include moisture-wicking sweatbands, lightweight polyester fabrics and UPF sun protection. While not all performance styles include every feature, these are essential factors to consider when exploring performance options.

Dri Duck Truman Hat 3205
The 3205 is one of many outdoors-inspired styles from Dri Duck. It features the perfect blend of durability and performance due to its heavy enzyme wash and no sweat moisture-wicking sweatband—a must-have for the outdoors.
Photo courtesy of Sportsman Cap & Bag

Legacy: CUT Above
The Legacy Cut Above lives up to its namesake, crafted with recycled polyester, moisture-wicking technologies and a laser cut/perforated mesh back. This style is perfect for on the course, on the water, and everywhere in between. The five-panel design makes this hat a decorator’s dream, with a wide open space on the front panel for easy decoration with patches, embroidery, screen printing or heat transfer.
Photo courtesy of Sportsman Cap & Bag

THE GAME GB400 Ultralight Boonie
The GAME Ultralight Boonie is made of 100-percent Ultralight polyester with an unstructured 3.5-inch crown. It features a performance sweatband, UPF Ultra-violet protection and a toggle adjuster on self-fabric chin strap making it the ideal hat for a day on the water. It is available in 19 colors for endless customization options.
Photo courtesy of Sportsman Cap & Bag

BEST BLANKS FOR DECORATION

Decoration is paramount when recommending headwear styles, as some constructions are easier to customize than others. Five-panel hats are a top choice for hassle-free decoration, offering a wide, unobstructed front panel that accommodates various design methods without interference from a center seam.

Imperial The Dyno S1505
Part of the Lab Series by Imperial, The Dyno is an experimental new collection crafted with meticulous attention to detail, offering a range of unique trims, high-quality fabrics and innovative features that seamlessly merge style, comfort and functionality.
Photo courtesy of Sportsman Cap & Bag

Otto Cap Seamless Mesh Back Trucker 1120-1
While still a six-panel, the Otto Cap Seamless Mesh Back Trucker 1120-1 front center seam is hidden on the face of the cap and only visible from the inside. This makes it a decorator’s favorite as it has a bigger, smoother surface for multiple decorating methods.
Photo courtesy of OTTO Cap

Flexfit 110 Mesh Cap
Flexfit 110 Mesh Cap combines Flexfit Tech with an adjustable snapback for a personalized fit. Designed for greater customization and superior comfort, it accommodates a wider range of sizes. Its structured hard buckram, silver undervisor and eight-row stitched visor ensure style and durability, while the breathable mesh back enhances all-day comfort.
Photo courtesy of Flexfit

Fashion

Fashion-forward styles are key when working with customers seeking something high-end and unique. Options like knits, patterned designs and streetwear styles offer a more elevated, stylish look—perfect for those wanting a trendier, dressed-up aesthetic.

Legacy: OFA Old Favorite Trucker
The best-selling OFA (Old Favorite Trucker) cap features an unstructured crown, a fully curved visor and an open-back snap closure. Designed and tailored with a classic fit. This style is perfect for men, women and children due to the unstructured construction, youth sizing,
and wide variety of color options.
Photo courtesy of Sportsman Cap & Bag

Infinity Her Maya
Maya is an all-new trendy five-panel with rope design. Small fit, low profile featuring a concealed ponytail opening and makeup-resistant sweatband. The five-panel design makes this hat a decorator’s dream, with wide open space for easy decoration.
Photos courtesy of Sportsman Cap & Bag

KNITS

Knits are a winter essential, offering warmth, versatility and easy customization with patches, especially. Available in a wide range of materials, sizes and price points, the hats are suitable for various occasions—from ski towns to city streets and everywhere in between.

Atlantis Maple Beanie
The Atlantis Maple Beanie is a knitted beanie in Polylana fiber that makes it warm, comfortable and sustainable. Finished with a fully-fashioned top and patterned with an elegant rib-knitted cuff. Perfect for cold winter days, and small enough to fit easily in a pocket when not in use.
Photo courtesy of Sportsman Cap & Bag

Locale GRNDSR Grand Recycle Beanie
Add flair to any winter look with the Locale Grand Small Gauge pom-pom beanie, a fun and festive accessory. With 10 different stock pattern options, this knit offers a custom feel at wholesale pricing. Locale styles are the perfect accessory for the resort industry, built from a true passion for the outdoors.
Photo courtesy of Sportsman Cap & Bag

New Technology

With technology constantly evolving, staying up to date on the latest innovations can be a powerful selling point. Advancements in materials, such as laser-cut perforated mesh and water-resistant or buoyant fabrics, enhance performance and durability. Meanwhile, construction innovations like built-in ponytail openings and makeup-resistant sweatbands add convenience and comfort. Keeping an eye on these developments ensures you’re always offering the best options.

Infinity Her GABY
Gaby is a true women’s fit performance cap. Made from performance materials with a laser cut/perforated mesh back and moisture-wicking technologies. Small fit, low profile, featuring a concealed ponytail opening and makeup-resistant sweatband, this style is perfect for everyday activewear.
Photos courtesy of Sportsman Cap & Bag

Flexfit NU Adjustable Cap 6110NU
Flexfit NU Adjustable Cap combines the original Flexfit Tech with patent-pending Tri-Layer technology. It features a 50-percent thinner front panel with stitchless seams, providing a smoother embellishment experience. ActiveGuard technology offers enhanced sweat management and stain prevention.
Photo courtesy of Flexfit

SUSTAINABLE

Sustainable headwear has become increasingly popular in recent years, with a growing emphasis on eco-friendly practices. Promoting these styles meets customer demand and supports a more sustainable future—benefiting both businesses and the planet.

Atlantis Rio
The RIO beanie is constructed in a 50-percent recycled polyester and 50-percent acrylic blend with cuff and a narrow rib knit, ensuring style, versatility and a fit suitable for everyone. It also features a QR code for product traceability.
Photo courtesy of Sportsman Cap & Bag

Imperial The Hinsen Mesh Back L338M
The small-fit Performance Ponytail Cap is a classic with a twist. Made of 100-percent recycled polyester, it takes the best-selling small-fit performance, Ponytail Cap, with durable elastic cross bands in the back to comfortably allow any ponytail style to fit through, and adds a stylish mesh back look. Allowing the user to wear it high, low or somewhere in between, the Hinsen Mesh Back is one hat that will never ruin a good hair day.
Photo courtesy of Sportsman Cap & Bag

TRENDS

Trends in headwear are constantly evolving, and staying ahead of the latest styles is always an advantage. Some of the hottest trends right now include two-tone designs featuring a colored brim with a natural, khaki or white crown, laser-cut perforated mesh backs, five-panel hats with rope detailing and rugged outdoor camo looks.

Valucap Five-Panel Two-Tone 8869
This Valucap classic five-panel style has been in the lineup since 1969, with this year’s including eight new, trendy two-tone color options. The natural crown two-tone look is a hit. The five-panel design is perfect for decoration with wide open space for patch application, embroidery, screen printing or heat transfer.
Photo courtesy of Sportsman Cap & Bag

OTTO Cap 31-2 and 31-3
OTTO Cap styles 31-2 and 31-3 are your five-panel, mid-profile caps. A popular trend right now, both feature thick ropes across the front. 31-2 is your traditional superior cotton twill, while 31-3 is the beloved, fashionable corduroy.
Photos courtesy of OTTO Cap

Max Leonard is a Senior Brand Manager at Sportsman Cap & Bag, where he partners with leading headwear brands to develop impactful marketing efforts and enhance brand visibility. Throughout his tenure, he has gained hands-on experience in logistics, merchandising, and product education. Max now plays a key role in strategic marketing initiatives, delivering well-rounded campaigns that drive brand growth and success.

The post All About Hats: Headwear Trends appeared first on Impressions.

This season, fleece isn’t just about staying warm—it’s about making a statement. From elevated everyday wear to innovative fabric blends and sustainable manufacturing, fleece has become a canvas for creativity and functionality. Check out the latest trends and innovations in fleecewear, highlighting how this fabric has transitioned from basic to indispensable in today’s wardrobes.

Elevated, Everyday Comfort

The Future Fleece line is made of 100-percent regenerated yarn. Photo courtesy of Lane Seven Apparel

Consumers this season are embracing classic items that offer both comfort and versatility, without compromising on value. “We’re wearing fleece with everything and anything—it’s a wardrobe essential that feels just as right with a cozy pair of sweats as it does dressed up with a woven shirt underneath for the office,” says Taryn Mejia, senior designer, Russell Athletic, JERZEES and Fruit of the Loom.

“Current office culture and work-from-home lifestyles encourage mixing and matching comfy items like fleece with dressier work staples.”

Indeed, fleece pieces have become staples in our wardrobes, offering wearers the flexibility to dress them up or down. “We’re still seeing a strong demand for sets,” says Milissa Gibson, director of sales, Lane Seven Apparel. “The elevated fleece look is versatile and can be worn under suit jackets, paired with slacks or combined with other athleisure wear for a stylish ensemble.”

Fashion details continue to be strong in the fleecewear category as well. “Heavyweight fleece fabrics are trending, reminiscent of ’90s old school favorites, complete with classic rib-knit panels, solid colors and elevated trim details,” Davis says.

New washes and dye production also continue to enter the space as sustainable manufacturing processes drive market opportunity. “The vintage, worn-in look leads the demand for these specialty washes,” says Christina Marcantelli, business development specialist, S&S Activewear.

Fabric Innovation

In terms of fleece production, manufacturers are focused on creating new fabric blends or performance technologies to enhance the comfort and sustainability of fleecewear for buyers. “We’re seeing an increased demand for more recycled and sustainable manufacturing processes,” says Gibson, who notes that Lane Seven is adding more recycled polyester content to its fleece and expanding its usage of 100-percent sustainable options with regenerated yarn.

The JERZEES ECO Premium Blend Fleece provides more loft for added comfort. Photos courtesy of Jerzees

To enhance the comfort and sustainability of fleecewear, Russell Athletic, JERZEES and Fruit of the Loom are similarly focused on eco-friendly, supersoft blends. The company’s JERZEES ECO Premium Blend Fleece is an excellent example of this—it’s made from a mix of 100-percent recycled polyester and sustainably sourced, USA-grown cotton. “It’s a three-end fleece, which adds durability, loftiness and cozy softness,” Mejia says. “This collection launched last year and features a hood and crew designed for everyday layering.”

As in years past, brands are constantly developing new blended fabrics to improve performance, durability, functionality and sustainability, all while prioritizing comfort. “Softer-hand fabrications are increasingly popular among activewear hoodie and jogger categories,” Marcantelli says. “A person’s activity level can impact the fit preference as well, so we’re seeing a wide range of options from fitted moisture-wicking fabrics to looser, oversized fits in this space trending simultaneously.”

By way of another example, Recover is an eco-friendly brand that produces fully recyclable apparel, including a fleece line, using 100-percent upcycled cotton and recycled PET. Recover’s HyperLocal 360-degree closed-loop production minimizes waste and emissions by keeping all manufacturing within a few miles of local communities in the southeastern United States and Central America. The styles’ unique colors come from upcycled cotton scraps, requiring 99-percent less water than conventional dyed shirts.

American Apparel’s ReFlex fleece launch also joins the sustainability effort trend. This collection of reimagined lightweight, ultra-soft combed ring-spun cotton-recycled poly blends is here to stay with comparable quality at value prices. “These styles have an urban streetwear yet collegiate vibe, hoping to tap into these emerging market trends,” Marcantelli says. The crew neck features a customizable back neck patch, while the hoodie offers a drawcord-free design with a rolled-back dropped shoulder seam, adding a unique twist to these practical staple pieces.

Sustainable Styles

When it comes to trends, paying attention to younger buyers’ eco-friendly concerns is an excellent way of guiding your pitch choices. “Gen Z has demanded the shift into making sustainability and ethical manufacturing the standard rather than the exception,” Gibson says. “Finding ways to improve and reduce the environmental impact is at the top of every manufacturer’s mind.”

Along these same lines, Russell Athletic, JERZEES, and Fruit of the Loom are incorporating sustainability into fleecewear production using recycled materials, eco-friendly processes, and supply-chain transparency. JERZEES ECO Premium Blend Fleece, for example, is a sustainable blend of 100 percent recycled polyester and USA-grown cotton. Each garment saves at least six plastic water bottles.

“Our company is committed to having WRAP-certified facilities and is a member of both the Better Cotton Initiative and the U.S. Cotton Protocol,” Mejia says. Sustainability is integral to our styles, practices, and brands.”

Augusta Sportswear also strongly focuses on using sustainable materials in its products. “Our Eco Revive collection uses recycled materials at a minimum level of 50 percent of the garment,” Davis says.

Color Me Neutral

Switching gears to the color palette side of the equation, wear-with-everything neutrals continue to trend in fleece this upcoming season, giving consumers optimal versatility. “Heather grays in light and dark and white, off-white, and natural bone shades are key, along with outdoor-inspired shades,” Davis says.

The DRI-POWER Fleece is all about performance and durability. Photo courtesy of Russell Athletic

Nature lovers, in particular, will vibe with trending greens and blues. You’ll also see micro trends of sage and olive, which bring a calming feel to the neutral palette, Gibson notes. “Blue is always a must-have color, and in the Russell Athletic DRI-POWER Unisex Hoodie, our new Vintage Blue provides a lifestyle alternative to team-forward royal,” Davis says. “It’s the perfect dusty blue to wear year-round!”

Customers are also looking for classic colors with a twist, so expect sophisticated color updates to popular existing hues. “In the JERZEES ECO Premium Blend Fleece, vintage-inspired Sweet Cream Heather provides a neutral alternative to white, and earthy Putty is a great update to heather gray,” Mejia says.

Similarly, bold color blocking is also on trend, bringing retro vibes. Davis points to Holloway’s All-American pullover as a great example, with bold blocking in key neutral colors.

“Brands continue to follow retail trends,” Marcantelli says, “and seasonal color collections will always create a refreshing look to a popular style and category offering. These classic core, soft utilitarian, neutral tones, like gray and slate blues, earthy tans and browns, soft olives and sages and ivory, pair well with pops of colors in accessories or layering pieces. They also work well in creating monochromatic and contemporary looks.”

Trends in Fit and Styling

“For fleecewear, style and fit preferences have evolved toward unisex and genderless sizing,” Mejia says. “Fleeces that can be sized up or down and feel comfortable for customers are taking center stage.” Davis notes that sustainability factors also support the unisex trend, with suppliers looking to carry fewer SKUs, leading to less dead stock and waste.

The Boxercraft Women’s Cuddle Puff Sleeve is fun and cozy. Photo courtesy of S&S Activewear

The wholesale market is also seeing a higher demand for women’s options and companions. “Buyers want these styles more than ever in the last decade,” Gibson says, “with boxy and relaxed fits leading the way.”

For women’s styles, Marcantelli sees a shift toward more relaxed and modest styles that cater to a wide range of sizes and ages. One evolution is in crop fleeces, which have transitioned to more modest lengths in retro jersey styles and raw-edging details. Boxercraft’s Women’s Angel Fleece Crop Hooded Sweatshirt is an excellent example of this trend.

“Fit extension and expansion are also important for varying body types, and inclusivity is key to the growing fleecewear market,” says Mejia, who notes that recent additions include an XS in the JERZEES ECO Premium Blend Fleece styles.

“Another trend to watch for is the retail-inspired look of tops with balloon sleeves and dropped shoulders,” says Marcantelli, who points to Boxercraft’s popular cuddle fleece collection for the looks. Additionally, unique detailing like more oversized ribbed knit cuffs, waistbands and collars, including drawcord waists, is becoming increasingly popular. “Even unisex styles like the new are embracing this trend with larger ribbed cuffs,” she says.

Fleece styles without drawcords have quickly become a fan favorite this season as well. “The lack of drawcords gives these hoodies a cleaner look and allows the front chest decoration to shine now more than ever,” Marcantelli says. As an example, Independent Trading Co. added a drawcord-free fleece hoodie, the 12.5-ounce Main Street style. “Talk about a head turner — this has all the bells and whistles with its durable dry-hand feel, oversized fit, drop shoulders and relaxed modern appearance without the drawcord,” she says.

Buyers also request classic items that stand the test of time and focus on trans-seasonal lifestyles.

“Zip pullovers are increasingly important, blending the functionality of the athletic zip neck with the easygoing comfort of a sweatshirt,” Davis says. Augusta’s 60/40 Pullover, for example, checks all the comfort boxes at a competitive price point.

At the same time, Holloway’s All-American Pullover offers a triblend fabric with elevated details and a retro-inspired color-blocking style. Russell Athletic’s “workhorse” DRI-POWER fleece top styles in crews, hoodies, full-zip hoodies and quarter-zips are all unisex, come in various colors, and can be worn for multiple occasions.

There are many fashion-forward quarter- and half-zip options to choose from. “Wearers will also appreciate the unique styling of lace-up and corduroy circle zip pullovers from fashion-forward brands like MV Sport and Boxercraft,” Marcantelli says.

Worth the Weight

With the approach of fall, fleece is trending in a range of weights, with heavier fleeces most in demand. “We’re seeing a mix of lightweight, midweight and heavyweight fleece styles,” Mejia says. “All three weights remain popular as consumers look for various styles in their closets.”

The Ladies Three-Season Fleece is crafted from Eco-Revive material. Photo courtesy of Augusta Sportswear

The heavyweight streetwear trend, in particular, is driving the demand for tees and fleece. “The loose-fit, oversized, urban heavyweight vibe is especially trending within the music merch category but also in retail across many categories and genres,” Marcantelli says. Many brands are fulfilling this need with 2024-2025 style offerings.

“Heavyweight fabric has been rising recently, especially with the workwear trend driving that influence and already heavily used by musicians and influencers,” Marcantelli says. This lift in the trend allows these brands to expand their heavyweight lines and add fashion-forward features like thicker ribbed collars and garment or pigment washes to give off that worn-in “favorite” hoodie vibe, Marcantelli says.

From durable, hardworking options like JERZEES Super Sweats NuBlend 9.5-ounce fleece (ideal for warmth in colder months,)to heavyweight streetwear-inspired ’90s looks like the Holloway Classic Heavyweight Fleece, these styles offer a variety of options to suit every need.

That said, lighter and midweight fleeces remain laid-back lifestyle pieces that are perfect transitional options all year round. These options provide transitional comfort year-round from soft and versatile midweights like Augusta’s 60/40 fleece to lightweight value styles like the JERZEES Snow Heather 7.2-ounce French Terry.

Overall, it’ll be essential to offer clients a variety of options. “Everything we’re seeing and hearing from clients is ‘how heavy can you go,’ with 10-ounce and above is the new standard for fleece,” Gibson says. “There’s still that strong demand for mid and light weights for more traditional brands and opportunities.”

DTF, DTG and More on Fleece

Direct-to-film (DTF) transfers and direct-to-garment (DTG) printing are hot decoration choices for fleece this season. “Unlike traditional screen printing, such digital methods don’t require stencil setups,” Mejia says. While DTG is best for natural fabrics such as 100-percent cotton, DTF is strong in all fabrics, including synthetics. Both are affordable and sustainable-leaning as they use water-based inks, especially DTG, which doesn’t require transfer paper.”

“Overall, DTF currently leads the way in decoration methods–giving the flexibility of colors, locations, and ease of application,” Gibson says. Marcantelli points out that DTF, which produces a soft hand design in unlimited colors on the fleece, lets decorators take on low-quantity orders.

In addition, embroidery, chenille, patches and puff prints are trending this season.

“Textured prints and icon patches add value and give fleece items a fun elevated look,” says Marcantelli, who’s seeing designs with varying degrees of minimalism, using small, embroidered decorations on the center chest and the left hip of joggers, all the way to bold repetitive prints on the entire back of a fleece crew or hoodie. “Sometimes these bold prints are coordinated with designs printed down a jogger’s front leg.”

Retro Reimagined

Fleecewear graphics have toned down from previous seasons. “Brands are focused on more simplistic art and type vs. giant graphics of the past,” Mejia says.

Lane Seven’s Urban Collection has a retro throwback. Photo courtesy of Lane Seven Apparel

Logo visibility is still key, just in more understated ways. “Taking inspiration from the ‘low-key luxury’ trend, brands are opting for minimalism over loudness,” Mejia says.

However, the ’90s throwback influence remains in force. “Big, bold graphic all-over prints are back,” Gibson says, as the ’90s print trends roll on, mixed with retro fonts and bold colors on neutral-colored blanks.

Cursive fonts, particularly in embroidery, are still a big trend on the wearer’s left chest. “In tonal and monochromatic colors, this look is stylish and timeless,” Mejia says.

Marcantelli sees delicate and straightforward lines on front chests and large back prints, using the entire space with playful, bold typography and graphics. “Quotes and short messages along the collar, forearm and seams on a raglan shoulder are also in demand,” she says.

The huge comeback last season of vintage sports athletic designs that give off a collegiate feel continues to work for just about any club, school, community, or business with a level of retro sophistication. “Authenticity, inspiration, and expression seem to be leading the design elements for fleece in 2024,” Marcantelli says.

Functional Fashion for Every Wardrobe

Versatile yet essential, fleecewear remains a key component of the modern wardrobe capsule. Fleece’s layering versatility makes it a standout choice for consumers seeking functional yet stylish pieces.

“Continuing the trend of elevated leisure, bold color choices and textures are making statements across various markets,” Marcantelli says. “Decorators are exploring new design possibilities, tailoring their choices to the specific statements clients want to make.”

Nicole Rollender is an award-winning writer and heads up copywriting and content-creation firm STRANDWritingServices.com. For more information or to comment on this article, email Nicole at nicolerollender@strandwritingservices.com.

The post Fleece Evolution: The Future of Fleecewear is Now appeared first on Impressions.

The pandemic also emphasized the focus on wellness and boosted the eco-consciousness of many, younger consumers, factors that play into these trends.

Some of this year’s buzzwords for athletic and teamwear are sublimation (due to demand for customization), sustainability, comfort and performance. “Year to year, team athletic wear doesn’t change much. Over time, the end user demands more comfort in performance with fabrics that move with the athlete, that feel and look good, and decoration, whether sublimation or other techniques that brand the team in a vibrant clean modern way,” says David Goerke, VP of marketing and merchandising at Augusta Sportswear.

Overall, trends are leaning toward a more modern fit and shorter inseams; lighter and softer performance fabrics; bold colors and designs; and, of course, a comfortable fit.

Performance & Style

When it comes to athletic wear, the name of the game is comfort. Fabrics continue to get lighter while

still retaining strength, stretch and durability. Comfortable apparel that keeps the wearer dry and cool is what consumers are seeking.

“Comfort everywhere all the time. It existed before the pandemic, but several months of not going into the office made people realize that comfortable clothes could look good. This has continued to blur the lines between performance wear, training wear and everyday wear,” says Russ Neale, SVP marketing, Founder Sport Group.

“All-in-ones and matching sets are also increasing in popularity, particularly among women,” says Grace Owen, brand manager with TriDri, though one-pieces can produce problems with sizing. “An easy option for the B2B clothing industry is matching sets, giving customers the option to choose their desired fit and look of top and bottom. An easy add-on sale can be offering customers multiple tops and bottoms in the same color in loungewear. For instance, maybe they have a branded hoodie. Give the team the option to purchase both the full-length joggers and jogger shorts,” Owen suggests.

Eco-Friendly Fabrics

Trending, sustainable fabrics in athletic and teamwear include recycled polyester and organic cotton, though polyester, poly blends and spandex will continue to be dominant in the performance space. “These blends will be seen in fabrics such as micro meshes, peached interlocks and tech fleece. Historically, these blends have had a very slick and synthetic hand feel, but people are now looking for softer fabrics that feel closer to cotton blends,” says Marcus Davis, product development manager for HanesBrands. He adds cotton blends are also popular, which goes hand in hand with looser fitting styles.

Similarly, smart fabrics that contain no chemicals and wick sweat naturally are increasingly important for Augusta Sportswear, along with clothes featuring UPF protection.

“Expect to see both blends and newly coning performance in wicking or UV protection. That combination delivers the performance athletes need without sacrificing the comfort they want. You will also continue to see garments that combine multiple fabrics to bring different performance elements to different areas of the garment, whether that is venting, durability, or stretch and compression,” says Adam Waugh, VP of marketing at A4 Sports Apparel.

Athletic Fit

Some manufacturers are reporting that tighter and more form-fitting fits are trending. Others say looser fitting teamwear is having a moment. Certainly, these differences could be sport-dependent. However, a

buzzword they have in common is “tapered”—close to the body, not baggy, but not overly tight.

“The things that connect fit across sports would be potentially ‘looser fitting,’ but not so loose that they don’t flow with the body well, and that is true for men and women,” says Goerke, adding that shorter shorts are in demand, particularly on the basketball court. The ultimate goal is for the athlete to feel comfortable on and off the field or court.

Neale notes that baseball and softball are requesting tapered and form-fitting pants. Overall, he adds, shorter and tighter is trending in football and in basketball, with 5-inch adult shorts becoming popular in soccer and lacrosse as well.

In this same vein, Owen says while the line has become blurred between male and female fits, “oversized” is in demand.

“For low-impact activities, looser or relaxed fits are popular for comfort and can provide warmth and layering opportunities, where high impact activities may still rely on more fitted clothes for wicking and stretch benefits as they conform to the body,” adds Davis.

Patterns/Colors

Thanks to the continued evolution of sublimation, color options are endless, with people mixing and matching all kinds of patterns.

“After a few years of patterns really pushing the boundaries, classic and retro designs are now in style. Truthfully, these never really went away, but teams are going back to the future. Pinstripes, classic braids and the new United collection are a modern twist on classic looks,” says Neale.

That said, many still prefer solid colors. Owen also notes that while pastels have been key over the past years, her company will be launching pieces featuring brighter pops of color.

“Because the range of possible customization is so huge, bolder colors—even neon—and patterns are growing. Some leagues and sports have rules that constrain design, but where they are allowed, people get creative,” Waugh says.

Streetwear Influences

Fashion trends in professional sports almost always have a trickledown effect to college sports and,

ultimately, youth leagues, particularly as many younger people look up to professional athletes as role models. “Teams are always looking for an edge on and off the field. As high-end college and pro teams adopt form-fitting uniforms, it cascades quickly to travel, institutional and rec teams,” Neale says.

Owen agrees, adding, “Amateur teams will look to professional teams for the top technical products and styles with the sporting industry.”

At the same time, Waugh says, on the design side popular looks and styles can also go in both directions. “A lot of the innovation happens at the college or travel ball level that can trickle up. Pro baseball is famously traditional, but even they are finding ways to expand their uniform offerings in more creative ways, which is a reflection of what is happening elsewhere, rather than something they are driving downward.”

Another noteworthy driver is athleisure, says Goerke. “An example is the soccer field with collars. That comes more from heritage than the sport, but necklines, trims, hems, cuts and other product details are coming over from athleisure.”

Apparel Industry & Sustainability

Consumers are becoming more and more eco-conscious in their purchasing decisions and appreciate transparency from companies about how and where materials are sourced as well as manufacturing practices. With this in mind, Hanes and Champion are introducing something called CiCLO technology into many of their products this year. “CiCLO is technology that allows synthetic plastic-based fibers to behave more like natural fibers once they are in a landfill as compared to untreated polyester. It’s conscientious clothing,” explains Davis, adding that the cost will not be passed along to the buyer.

For his part, Waugh predicts that sustainability will move from “nice to have” to “expect to have” in the coming year. Similarly, Goerke says his company has started a line of recycled collections called Eco-Revive for the express purpose of continuing to tap into this market.

Decorated-Apparel Customization/Techniques

Custom sublimation is growing and is here to stay, which jibes well with lightweight fabrics. “In many sports, custom sublimation sales outpace blank stock sales,” says Neale. “Lead times continue to shrink, quality is unmatched, and decorations are all-in. Sideline and performance wear still tends to be dominated by stock that is decorated after production. However, as custom sublimation offers clubs and organizations unique looks like watermarks, distressed designs and edge-to-edge logos, it will continue to make in-roads off field.”

Compression tights are designed to keep muscles in place and aid in recovery. Photo courtesy of A4

Goerke agrees, saying sublimation is on the rise because of the creativity it allows, particularly where youth sports are concerned. At Augusta Sportswear, he notes customization is easy and affordable on their platforms, with quicker turnaround times than ever before.

Davis also says sublimation is key thanks to the way it interacts with the fabrics it’s used with. “Sublimation doesn’t affect the feel of the fabric, because the dyes from the image bond with the fabric without leaving a layer of ink on the surface. This is important for any product that has more than a left or center chest logo, or for any products with wicking or quick dry technologies, in order to prevent the dyes from restricting or changing those features,” he says.

On the downside the original garment needs to be completely white to get the full range of options. It also might be not suitable for larger prints, and it may not work as well with garments with wicking or quick dry technologies.

On the plus side, direct-to-film (DTF) continues to improve in quality and, according to Neale, is a good option in that it allows flexibility in smaller runs, single piece flow and faster ship-outs. “One of the key factors of DTF is the ability to use multiple colors without impacting decoration cost, so teams and clubs don’t need to ‘dumb-down’ their graphics to hit a price point,” he adds

For her part, Owen’s says her company relies heavily on DTF in part because it’s an easy option for customers working with small or large units. “Our styles are created with decoration in mind being suitable to take on heat as well as offering multiple placements for branding,” she says.

The Year Ahead

As the world slowly begins to recover from the life- and business-altering effects of the pandemic, sources are predicting a steady growth in the market for athletic and teamwear.

The country’s continued emphasis on wellbeing is another reason why this category should continue to be a high performing one in the coming year, and youth sports are growing, particularly after they were stalled.

“Team sports and activities will continue to grow as people look for community building and focus on their own mental and physical wellbeing. It’s not just organized team sports, but activities that help build groups and communities that find a common interest in being active together. The products for each market can be completely different, so it’s important to offer a variety of options for your customers, ranging from high tech polyester performance gear to cotton rich tees and sweats,” says Davis.

“We are expecting a very strong year for the athletic team wear market driven by growing participation,” Waugh says. “Last year, participation in high school athletics, for instance, grew significantly and almost reached its pre-pandemic highs. We expect that trend to continue, especially as newer sports like pickleball and flag football continue to grow at a fast pace.”

All of which is good news for decorators looking to grow their business in these areas.

Hilary Daninhirsch is an award-winning freelance writer based in Pittsburgh. Her work has been featured in a number of lifestyle and trade magazines. She can be reached at hdaninhirsch@gmail.com or hilarydaninhirsch.journoportfolio.com.

The post It’s Game Time: Decorated-Apparel Athletic & Teamwear Trends appeared first on Impressions.

“Athleisure continues to evolve in so many ways, for so many different applications,” says Jennifer Oleksik, director of apparel design and quality, LAT Apparel. “Whether it’s your favorite tee with a pair of joggers and a blazer or an oversized tee with biker shorts, the evolution of comfort in fashion continues. Athleisurewear is versatile, and the options are endless, allowing wearers to style their outfits in ways as unique as they are.”

Not Just for Exercise

Based on the last few years, it’s clear that athleisure is no longer limited to exercise wear. Athleisure continues to integrate into everyday lifestyles, from the gym to the workplace, happy hour and beyond, blending the lines

LAT’s Elevated Crew Neck Pullover (6925) is a true-to-size fit for perfect comfort. Photo courtesy of LAT Apparel

between fitness and fashion. Consumers want versatile apparel options that balance style and comfort, without giving up an ounce of professionalism. “Athleisure is now the standard for every day, with elevated fabrics, fits and construction,” says Milissa Gibson, sales director, Lane Seven.

Today’s athleisure looks to transition even more seamlessly into casual workplaces. “Office wear, especially after 2020, has become more relaxed as more of the workforce has transitioned to hybrid or remote roles,” Oleksik says. “Athleisurewear in the office can look like a quality T-shirt paired with a clean pair of slacks or paired with jeans and a blazer.”

Outside the office, people wear athleisure for both daytime and night-out events, reimagining the way these athletic pieces can be styled. “People are choosing comfort in their style whether it’s running errands or out for brunch,” Oleksik says. “The important thing to note is that even comfort and athleisure wear can be styled and worn in a way that looks put together and appropriate for a vast number of occasions.”

Athleisure manufacturers are listening to what consumers want: garments that work for almost anything that’s on the calendar. “Athleisure at its core means wear-for-occasion versatility,” says David Goerke, vice president of marketing, Augusta Sportswear. “We must design garments for multiple uses and target audiences who want different things, but all demand performance, comfort and style, no matter what.”

Versatile Silhouettes and Styles

Athleisure wear stands out for its adaptability, and the coming year will showcase a variety of silhouettes that effortlessly shift from exercise routines to daily pursuits. These adaptable garments blend style with practicality, ensuring you exude effortless styles regardless of the occasion. “Trends in sports will also continue to influence athleisure, as racquet sports and golf become more popular with consumers, so expect silhouettes from these sports to gain traction,” says Emily Quilter, product design director, Augusta Sportswear.

Relaxed, oversized styles are also poised to be wardrobe staples in 2024, including hoodies with cropped lengths, oversize sleeves or bold branding. Wide-leg pants will also figure largely in athleisure collections, combining the relaxed fit of sweatpants with the workplace appeal of trousers. “Athleisure’s roomier silhouettes continue to be influenced by streetwear,” says Victoria Thomas, director of marketing, BELLA+CANVAS, noting how the brand’s oversized 3010 Boxy Tee and new 6501 Women’s Cropped Long Sleeve Tee and 3787 Women’s Cutoff Sweatshort carry the streetwear vibe.

Functional accessories with fashion flair will complete this year’s athleisure looks. Convertible bags, like go-anywhere backpacks or cross-body styles, that can take you from the gym to the streets, and to the office, will be in high demand, especially with features like multiple pockets or compartments to store essentials. Sporty headwear, from classic baseball caps to 2000s bucket hats, add a cool, athletic vibe for anyone who’s working out or is on the go in the Great Outdoors.

Neutrals and Bold Brigade

This year, popular athleisure color stories run the gamut from neutrals like terracotta and olive to bold red, blue

90s streetwear was a heavy inspiration for BELLA’s new styles. Photo courtesy of BELLA+CANVAS

and green hues, neons and personality-rich abstract or prints –there’s something for everyone. “Earth tones and neutrals like our new Vintage Brown and Thyme colors, along with bold colors, continue to dominate color trends in 2024,” Thomas says.

Since customers want more versatility and a longer lifespan from apparel, they gravitate to neutral colors like bone white, grays, browns and blacks for core items. Nature-inspired hues and softer colors will be key for women’s products. “These neutrals and softer hues are balanced with accent items in prints and pop colors for variety,” Quilter says.

End-users are also embracing bold choices like fluorescent pinks, electric blues, and vibrant yellows, seamlessly integrating neon accents into wardrobes with oversized hoodies, sports bras and leggings. Abstract patterns, featuring geometric shapes, brushstroke prints and bold graphics, add yet more eye-catching flair to leggings, hoodies and jackets. Animal prints, a timeless fashion favorite, are making a statement in athleisure too, bringing a fierce and stylish edge with leopard spots and snakeskin patterns to elevate athletic-inspired looks. “We’re also seeing prints range from soft irregular ombres and total tie-dye effects, to boldly colored abstract and geometric patterns,” Quilter says.

Remember, it’s all about staying on trend and being the leader, not the follower in the athleisure market. “Colors that are versatile, but unique, specifically in the neutrals category, are very high in demand,” Oleksik says. “Patterns continue to do well, especially in the kids’ market, but should be easy to decorate and have a soft hand feel.”

All in the (Sustainable) Fabric

When it comes to athleisure wear this year, quality fabric that’s made sustainably is key. “Softness and quality go a long way,” Oleksik says. “Since people are wearing more basics than ever, they’re more likely to invest in better quality pieces for longevity and ultimate comfort.”

The LAT Crew Neck Short Sleeve (6901) is made of 100-percent combed ringspun cotton fine jersey. Photo courtesy
of LAT Apparel

In 2024, consumers continue to prioritize quality, comfortable fabrics that perform and last the test of time, particularly favoring fabrications crafted from sustainable materials such as organic cotton, recycled polyester or ocean plastics. “We see softer, yet more durable fabrics with built-in performance features, all with a sustainable solution,” Goerke says. “It’s delivering it all in one garment that then provides superior versatility, from the sofa to a workout.” Quilter agrees, pointing out that today’s discerning buyers also expect performance attributes like moisture-wicking, odor control and stretch from everyday apparel.

Lane Seven, for example, continues to prioritize sustainability through ethical manufacturing, using regenerated cotton, Better Cotton and recycled polyester. Similarly, Augusta Sportswear just introduced the Venture Collection, incorporating built-in performance stretch, comfort and a soft-hand feel. This collection features Eco Revive fabric, using recycled materials to make up a minimum of 50 percent of the garment. “We’re focused on increased use of sustainable materials,” Quilter says.

Suppliers are also adopting an innovative approach by converting discarded plastics or other waste into durable and high-quality fabrics for sustainable activewear. BELLA+CANVAS recently launched its 100 percent recycled Unisex EcoMax Short Sleeve Tee, made in part with cotton and recycled PET bottles.

“It’s about repurposing waste into something new, rethinking the way we create garments,” Thomas says. “By combining pre-consumer scraps of 100 percent Airlume combed and ring-spun cotton with dope-dyed polyester from recycled post-consumer PET bottles, we’re able to knit this 100-percent recycled blended tee using about seven water bottles and the equivalent of two cotton tees. T-shirts are used across many athleisure collections, which creates a big opportunity for ethically produced products.”

For its part, LAT Apparel is taking steps to reduce the company’s carbon footprint by using motion-sensor automated lighting in its facilities to reduce electricity consumption by up to 25 percent, along with using a paperless pick/pack system to divert tons of waste from local landfills. The company’s sewing factory in India now runs entirely on wind power, contributing excess electricity to the local community. In Mexico, its sewing facility recycles extensively, diverting over 5,400 tons of waste from landfills to date. “We’re putting a lot of time, research and development into more sustainable fabrics, materials and practices,” Oleksik says.

DTF Decoration Nation

For athleisure buyers, customization and personalization options are important, as they look for unique styles that reflect their favorite brands or personal vibe. That’s why decorators are increasingly embracing direct-to-film (DTF)

The Ventura Hoodie offers performance, softness and sustainability all in one. Photo courtesy of Augusta Sportswear

transfers on athleisure pieces for their versatility in printing vibrant, detailed designs on various fabrics, like polyester, poly blends, triblends, spandex and more, yielding a durable, soft-hand feel on both light and dark garments.

DTF also produces full-color designs with defined edges, gradients, shading, fine lines and free-floating text, which you can heat press on a garment’s most challenging areas, another plus with this kind decorating. “DTF is a great way to incorporate more complex graphics into your athleisure line,” Thomas says. “Since these transfers can be made in any color scheme and any size, we’re seeing these used more, even on blended athleisure fabrics.”

In terms of design, the graphics used for athleisure range from minimal tonal graphics to all-over and oversized prints, with more creative placements. “The range of decoration is vast when it comes to athleisure, from full-front branded pieces to subtle, understated decoration and often, no decoration at all, allowing the garment to speak for itself,” Oleksik says. “Unique placements like a small center front just below the collar or a back placement that’s closer to the side seam under the armhole are examples of understated and more fashion decoration placements. One-color decorations and tonal decorations continue to lead the way in athleisure, making the garments easier to mix and match for different occasions.”

Social Media Success

Social media plays a significant role in shaping fashion trends and bringing together people who share similar

Lane Seven’s Premium Crewneck Sweatshirt (LS14004) is a classic, slimmer fit with room to breathe. Photo courtesy of Lane Seven Apparel

aesthetics and values around how clothing is made and decorated. “Social is a good place to see trends form,” Thomas says. “A question we ask is, ‘Are these influencers and trendsetters looking to a time period, or certain values to shape their content?’ The ’90s nostalgia and our baby tee collection are a great example of this. We see a lot of content creators wearing baby tees, but there are also throwbacks to many trends from that time period like Barbie and band tees.”

For decorators looking to appeal to an audience who’ll purchase athleisure wear, it’s important to showcase in an inspiring and educational way why the athleisure you present are worth a second look. “With so many options in the market, it’s important to give the customer a reason to buy your product,” Oleksik says. “Ensuring each style includes design features that elevate the garment and make it different from others is key – but also educating your customers is key. Highlighting a garment’s key features during scrolling or crafting a captivating color story are some methods we employ to leave a lasting impression through social media.”

Sprout Social data reveals that 91 percent of consumers trust social media’s power to connect people, emphasizing the importance for brands to engage in authentically building these connections. By uniting enthusiasts, apparel brands and decorators can build emotional connections, cultivating a more loyal audience. “Influencers and brand collaborations are also must-haves now and must be authentic to your brand and products,” says Goerke, who notes that Augusta Sportswear started using influencers in a targeted way to promote its six brands.

Looking Forward

As the global athleisure wear market continues to grow, especially in the United States, where consumers are increasingly focused on health, fitness and sustainability, manufacturers are reacting to customer preferences. “As the industry evolves, sustainability in both product and practices is going to become more important year after year,” Oleksik says.

The comfort and performance attributes of athleisure will continue to migrate into every aspect of apparel as consumers expect performance attributes in all apparel. “Expect the combination of sustainability and performance will continue to increase in importance, with increased development of sustainable fabrics with performance attributes,” Quilter says.

Ultimately, quality apparel is what will win over customers. “Since athleisure wear is becoming more acceptable in everyday fashion, customers are willing to invest in pieces with fabrics that feel amazing and wear well, wash well, and last them for months or even years,” Oleksik says. “Pair these qualities, along with on-trend colors, with a shirt that fits well and feels great, and you have the perfect athleisure story.

Nicole Rollender is an award-winning writer and head of the content-creation firm strandwritingservices.com. For more information or to comment on this article, email Nicole at nicolerollender@strandwritingservices.com.

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“Women are loving a shirt with a story,” says Laurel Hudson, communications director, Allmade Apparel. “Education over the past few years has really hit home, and ladies want to know where and how their shirts are made. Better for the planet is also better for people. It is important to be transparent about your supply chain, and we love that we can do that.”

Athleisure is a staple for womenswear. Photo courtesy of SanMar

At first glance, trends in womenswear may seem to be more of the same, from preppy varsity and quiet luxury to core basics and tried-and-true classics. As we examine the details, however, we see the importance of colors, the influence of past decades, the need for functionality and, of course, a demand for sustainability.

“In 2024, fashion is about redefining style concepts more than reinventing them,” says Vicki Ostrom, futurist and trend analyst, Sanmar. “That doesn’t mean that fashion is going to be boring, in fact it’s the exact opposite.”

Creativity allows more control of the style each wearer wants to achieve. Ostrom points to an outfit worn by Billie Eilish at the Golden Globes recently, which was part designer fashion, part thrifted and part something she had at home in her own closet.

“There was incredible creativity in how she put her own unique stamp on that look,” Ostrom says. “I think that the idea of ‘refreshed’ style is really where a lot of women will be finding newness in 2024.”

What might we not see as much of this year? The crop top may finally be fizzling, giving way to oversized, flowy styles and muscle tees. Even crewneck and v-neck T-shirts are oversized—the “tomboy” look.

Sustainability and Blank Apparel

Without a doubt, the sustainability movement is a force in apparel design. Consumers are putting the importance of sustainable manufacturing before instant gratification.

“As customers gain greater awareness of the drawbacks associated with fast fashion, there is a growing demand for sustainability from the entire life cycle of the garment,” says Andi Goeing, product marketing specialist, S&S Activewear. “There is an increasing preference for brands that prioritize sustainable materials, adopt eco-friendly practices, and maintain transparency.”

Goeing cites botanical dyed T-shirts as an example of a newer sustainable trend in the wholesale market. Botanical dye, she says, is a cleaner, more sustainable dying process using natural dyes derived from fruits, flowers and leaves.

Allmade’s Hudson agrees. “Clearly, the movement of a sustainable garment is taking over,” she says. “Here at Allmade, we couldn’t be happier that suppliers are getting on board. However, we believe that creating one or two sustainable garments in your line isn’t hitting the mark. We are proud that our processes and ingredients in our apparel are better for our planet and people. When we think about bringing a new product to market, we analyze everything from dirt to shirt.”

The LAT Relaxed Vintage Washed Tee can be dressed up or down. Photo courtesy of S&S Activewear

Hudson adds that Allmade’s entire line is carbon neutral. The company’s cut-and-sew factory in Honduras features rooftop solar panels, and carbonfund.org offsets any emissions created.

“To wear a brand that is known to incorporate sustainable practices carries a lot of credit with people of all ages, not just young consumers,” Ostrom says. “Another part of that sustainability story has to do with wearing the clothing we have in our wardrobes [instead of] buying a lot of new things each season. The ‘doing good’ in their world is in not over-consuming.”

From a retail perspective, the big hitters always will affect the wholesale channel, and this year, the emphasis is on quality, style and fit.

“Retail brands are still very much on trend and in demand for 2024,” Goeing says. “The rising trend of using retail brands for branded merchandise benefits from the appeal and trust associated with name brands. This strategy improves product value, boosts brand recognition, and promotes customer loyalty.”

Companies using retail brands for promotional merchandise can tap into the existing customer base of those brands, creating a competitive advantage, Goeing adds.

Top priorities for these manufacturer are fabrics, textures and colors. The hand of a garment can also be a game changer. Garments need to be soft, but not too thin or transparent.

Texture is rising in popularity as well, not only at a fabrication level, but as a driver of decoration trends and techniques, such as embossing and embroidery. Leather, florals, knits, and garment-dyed and vintage-washed fabrics and textures will dominate, with retro apparel and accessories continuing in popularity, the heavier the weight of the garment, the better.

Apparel Decorators Consider Color

In 2024, “neutral” is being defined in a classic, traditional way. Black, grey and white are back in full force.

The Port Authority Micro-Mesh Sleeveless Polo in coral splash is light and breezy. Photo courtesy of SanMar

“It makes sense, because we are dressing up more again,” Ostrom says. “We are going into the office and engaging in in-person meetings more often. We feel the need to look sharp and elegant in a way that these classic neutrals do.”

Pops of color seem to find a way in each year, and 2024 colors of the year include peaches, pinks, reds, blues, lilac and lemon yellow. Where a “refresh” comes into play is with the prominence of ivory.

“Off-white, cream, soft beige, ivory chiffon, warm quartz, Sahara and birch are refreshing the classic concept of white,” Ostrom says. “What’s great is that it still has a minimal-style vibe while being a very approachable color.”

Ostrom adds that bags are a surprising product category where ivory hues have a presence. Cross-body bags, backpacks and overnight bags are becoming important components of a well-styled outfit—a perfect example of the “quiet luxury.”

Marketing Blank Apparel

Marketing has many faces in 2024, and manufacturers are taking advantage of all methodologies.

“Allmade is made by printers, for printers, so it’s extremely important to us to make great garments that give you the best print,” Hudson says. “Our approach for 2024 is to share that love for decoration on social media with an avenue of education. A high-quality decoration on a high-quality garment is the most sustainable T-shirt.”

Similarly, this year, the marketing and sales teams from S&S Activewear says it will be aligned more than ever.

“What better way to get the message out than word-of-mouth that goes straight to our customers?” Goeing says. “With a firsthand view and direct line to our customers and their needs, our sales team is the strongest marketing channel! Of course, we will continue to home in on social media channels and brand stories that resonate with our customer base.”

Jennifer Morrell is an award-winning writer who has written for a number of national consumer and trade publications. For more information or to comment on this article, email Jennifer at jennmorrell@hotmail.com.

The post Womenswear Outlook 2024 appeared first on Impressions.

“In the foreseeable future, the hybrid nature of life and work will continue to mandate a wardrobe full of comfort-driven clothing that also performs well,” says Vicki Ostrom, trend analyst/futurist with SanMar Corp. “Knits definitely check that box. Particularly when it comes to polos, the popularity of finds from the vintage and resale market has introduced the unique beauty of polos designed in the ’60s and ’70s. Woven shirting is not dead as a category, though. The world is not entirely made of knit clothing, even though it may seem like it since the pandemic made all of our clothing ‘weekend wear’ no matter the day. One vestige is the comfort factor, though, and that extends to wovens as well as knits. There is a more relaxed vibe to wovens of late.”

Taking Comfort

Some manufacturers are noticing that the popularity of this category of apparel is generationally dependent, with older generations sticking to traditional plackets and fabrics. “Workwear has been changing, more so in the last five years, and during COVID it was accepted as a new normal,” says Jose Botello, executive manager of YazbekUSA.

“Younger people tend to wear comfortable fabrics and appreciate a less formal dress code versus older generations.”

Who says plackets and wovens can’t have flair? Photo courtesy of SanMar

Even before the pandemic, the country was leaning toward a dressy-casual style fusion for the office, and that includes seeing more polos being worn in the workplace. “Polos continue to be very popular as a comfortable workwear option, particularly when done in comfortable performance fabrics. Performance polos also continue to be a go-to sideline option for athletic coaches and staff,” says Emily Quilter, product design director with Augusta Sportswear. For example, the company has a Coolcore Performance Polo, which offers advanced wicking technology and four-way stretch fabric in a modern design, with upgraded color construction that keeps its shape.

Although there is still a demand for a classic dress shirt for the workplace, some are reporting that the untucked trend is also strong, with people unapologetically wearing untucked polos and other wovens to the office. In fact, And Collar, for example, is a company that started with comfort in mind, which resulted in a wrinkle-resistant, stretchy dress shirt specifically designed to be worn untucked.

“Normal dress shirts have a long hem and can’t be worn untucked, so we make the hem shorter so that it looks good untucked,” says Cody Nielsen, vice president of sales, And Collar. Nielsen adds he views the shirts at And Collar as shirts for every occasion, which can be dressed up or down, wearing it to work, then out to dinner or directly to your child’s soccer game. “Versatility is a big thing in the industry,” he says, noting that the company’s main demographic is under the age of 35.

Influences

Fashion drives changes in everything from fabric choice, fit and silhouette, design detail decisions regarding collar shape and size, and placket length, says Quilter. “Polos tend to follow fashion trends, so we can expect to see a few different looks. Modern minimal looks with visual fabric texture, smaller collars are strong, particularly in performance fabrics. There is also a return to more classic retro-preppy looks inspired by the popularity of racquet sports.”

She adds that the influence of athleisure is strong in the polo segment as well. “As consumers embrace the comfort, versatility and functionality of athleisure, it’s natural that they would seek the same characteristics in their work apparel. We see textured fabrics with performance attributes as key in this category,” Quilter says, highlighting the company’s Electrify Coolcore Polo, which offers advanced wicking technology and four-way stretch fabric.

For his part, Botello says he has not seen much movement in this particular category of athleisure wear. However, he did say that tunic style tops and oversized denim shirts are some of the looks that are trending. “Regarding this style, people are looking for comfort at the end of the day. They want to look good and cool but feel very comfortable, which for us manufacturers is making us think, design and create new proposals in fabrics to satisfy the market,” he says.

Sustainability as a Value

Eco-conscious consumers—of which there is a growing number—demand not only transparency in their commerce but the knowledge that their purchases support sustainable practices. Many companies have these offerings, such as sustainable fabrics that incorporate recycled content.

Yazbek, for example, is not only promoting natural fibers and sustainability but sustainable processes at its manufacturing facilities, such as the attention to water consumption, recycling, solar power electricity, and a company culture focused on volunteering.

For apparel in particular, “sustainability” is a catch-all term for the many methods being explored to find Earth-friendly ways to not create waste, to re-use offcuts, to reduce water consumption and to grow fiber crops in the least impactful way. “The biggest trend in production, for every industry, is the concept of ‘doing better’ in a multi-pronged approach that includes impactful, innovative, sustainable solutions from the manufacturing floor to the finished product,” says Ostrom.

Also being explored, Ostrom says, is manufacturing with carbon neutrality as the goal or simply creating an item that is so valuable to the consumer or so well made, that it (almost) never wears out and is continually recirculated to others, thus staying out of the landfill. “The bottom line is, there is not just one answer to doing better when it comes to creating new products, but it is the most important conversation taking place in manufacturing today,” Ostrom says.

Nielsen confirmed a push toward sustainability is a major corporate value for And Collar and for countless other companies. For example, one polyester shirt at And Collar contains 15 recycled plastic water bottles. “If you have an option to have a sustainable product versus not, nine out of 10 times, people will choose a sustainable product,” he says.

Fabrics

There is no longer a need to compromise comfort or function to be fashionable, as fabric or fabric blends that are soft and luxe but still functional are sought out by consumers. These types of fabrics lend themselves well to business travel. “Even though we want to wear comfortable, casual clothing, it’s still important to look pulled together and work appropriate,” says Ostrom. “Because of this, fabrics that have added functionality are of high value.”

Go from the office to the golf course in fashionable performance polos. Photo courtesy of Augusta Sportswear

Botello adds that the most common blend will continue to be polyester cotton, but that there will be more experimentation with synthetic fibers seeking to replicate greater elasticity in garments. Another fabric that will be incorporated into shirts is ring-spun cotton, which relates to the garment’s comfort factor, as desired by consumers.

Flowing naturally from the demand for performance and versatility, today’s fabrics have such performance attributes as wicking, odor control, stretch and softness.

Per Nielsen, companies are getting away from strict cotton, as it wrinkles and stains more easily. By contrast, his company’s poly-spandex fabric stretches, breathes well, moves well, and features water and stain-repellent features. Nielsen adds, though, that this trend can be demographic-dependent, as the under-35 crowd, which is his company’s primary market, is gravitating toward these kinds of fabrics because they reflect the fabrics with which they grew up. The older generations, on the other hand, still wear cotton dress shirts.

Looking ahead, Ostrom predicts there will be a continuing emphasis on the concept of climate-adaptive materials and design, such as heat protection, a feature that polos and wovens are well suited to address. Other features Ostrom says consumers will be seeking, include long sleeves, collars that flip up and protect the neck, venting that is built into back or side panels, UV protective fabrications, and moisture-wicking fabric.

Patterns, White Collars and Other Neutrals

Because people seek versatility in their clothing choices, core neutral colors are going to dominate the market: bone white, grey, brown and black. “These neutrals are balanced, nature-inspired hues, and easygoing mid-tones will [remain] popular, with a focus on versatility and wearability,” says Quilter. To look “put together,” consumers will also want to find “statement pieces,” including items that layer well and even mix and match, another reason that neutrals remain central—from core neutrals to enhanced neutrals, with such colors influenced by the natural world.

There’s also still a place for pastels, which dominate spring and summer, and non-classic shirts continue to be offered in a variety of colors and patterns: case in point, And Color’s tropical series, with beachy colors and those that are brighter on the color palette.

Big picture, Nielsen says that when it comes to style in this apparel category, the market goes through cycles, where sleek and simple gives way to flashy. Currently, Nielsen says that the patterns trend toward the flashy and the bold, which could be a post-pandemic effect.

Ostrom adds there is continued interest in creating “well-edited capsule wardrobes” as well. “Prints, patterns and the energy of bright, joyous colors are peppered into this capsule for the sake of seasonal variety and personalization of our looks,” Ostrom says. “The choice of pattern is individual and varied. Small prints add the subtle energy of visual texture to work outfits, and traditional plaids add a satisfying and grounding heritage vibe to elevated basics.”

Botello notes that while the continue advance of technology has led to the creation of new patterns, classic patterns will continue to be in constant demand, while busy designs are waning in popularity.

“The trend for plackets is to improve their look and feel, make the necks less rigid and much softer in their finishes, along with styles and fabrics that can be comfortable for casual or more formal wear preferences,” Botello says. “There will be an expansion in colors and combinations, but most of all the focus is on the touch of the finished piece.”

Social Media and Marketing

Social media undoubtedly plays a huge role in these days, as consumers garner much of their information this way. Companies that want to stay competitive need to have an active presence, with continual updating with relevant messages that recognize consumers’ needs and want to help them solve their problems. Simply put, Botello says. “Brands have to capture the potential client’s attention and keep them engaged with content that brings value to their end customer.”

“If you’re placing advertisements on social media platforms, it’s easier to hit specific target markets and demographics. These platforms are big. That is where consumers are spending their time,” Nielsen agrees.

When thinking about markets, however, it is important to keep in mind that office workers are not the only potential customers for plackets and wovens, as the market has the potential to expand to other niches, including religious organizations, clubs, schools, sporting events or any organization that wants to display its company name.

“These niches have been growing and have relevance because they are our client’s customers. As a brand we limit ourselves to provide information, show what colors we offer, the fabric and the blends and to listen the feedback we get from our customers—they are the ones who get the information firsthand,” Botello says.

“Polo shirts are the ideal step-up from a T-shirt and offer greater flexibility of wearing occasion and offer a more polished look than a basic tee,” agrees Quilter. “Thus, polos are the perfect option for a variety of end-use customers including corporate events, clubs, teams – any customer looking for an elevated look.”

In this same vein, And Collar’s Nielsen says that even though dress shirt are its bread and butter, the company is able to upsell to ties, polos and pants once consumers gain trust in the brand. Similarly, Nielsen says that with his company’s poly-spandex blend, there are many markets still waiting to be tapped.

“We had a funeral home reach out,” Nielsen says by way of an example. “They needed dress shirts for folks who didn’t have dress apparel for the deceased.” Other markets he says his company has reached are golf shops and staff at a water park, where they outfitted 250 people in their polos. Additionally, And Collar recently launched an effort to increase its share of the kids’ market, including such organizations as private schools and summer camps.

As part of its commitment to inclusivity, the company has also started entering plus sizes and big and tall. “The biggest thing is, there are thousands of different industries you can tap into that all need decorated apparel,” Nielsen says.

Hilary Daninhirsch is an award-winning freelance writer based in Pittsburgh. Her work has been featured in a number of lifestyle and trade magazines. She can be reached at hdaninhirsch@gmail.com or hilarydaninhirsch.journoportfolio.com.

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Designs by Bobnevv,VRTX – stock.adobe.com

How do you define, “basic?” In 2024, a basic T-shirt only lacks decoration. Once decorated, it can take on many forms, with fit and comfort sitting front and center. The T-shirt must be comfy, while fitting the body, lifestyle and personality of the consumer. Offering consumers a choice regarding the exact type of shirt in the best-suited style is paramount.

“Our basic line at Toasty Hemp Co. currently has four distinct fits: Trim, Sport, Relaxed and ‘Cali’ Relaxed, our take on an oversized fit,” says Ryan Zaczynski, co-founder of Toasty Hemp Co. “We wanted to provide our customers with the widest range of choices possible across our designs, along with suggestions on how each fits into their lives.”

As for Kelly Skinner, brand executive for Threadfast Apparel, she says she has seen a notable shift toward environmentally conscious attire as consumers steer from fast fashion and lean toward well-crafted, timeless designs.

“It’s about acquiring apparel that not only looks and feels good, but also comes with sustainability,” Skinner says. “Consumers are expressing preference for wearables that blend quality, longevity and a commitment to ecofriendly sustainable attributes.”

Consumers are also becoming increasingly aware of their own impact on the environment, which may indicate a rise in demand for T-shirts made from better materials, sourced from responsible and ethical suppliers.

Photo courtesy of Toasty Hemp Co.

“Accepting a T-shirt without looking at a label or at material contents is something we see fewer consumers doing as things progress,” says Suzy Zaczynski, co-founder of Toasty Hemp Co. “It’s very similar to how shoppers are more conscious of the ingredients in the food they buy.”

Jennifer Oleksik, director of apparel design and quality, LAT Apparel, agrees. “I believe cost is becoming less of a factor, and people are willing to pay more for a good-quality shirt that fits well and feels nice,” she says. “With the athleisure trend continuing, people are more willing to invest in a higher price item that wears well and will last more than a few washes.”

T-shirts with a negative environmental effect, subpar quality or poorly crafted designs that contribute to disposability are declining in significance. Consumers want items with a more positive vibe, so brands associated with questionable sourcing or ethical lapses are experiencing a decrease in importance as well.

Keeping it Sustainable

Sustainability is no longer an industry buzz word, but an expectation from today’s T-shirt consumer.

Consumers are steering away from fast fashion and leaning toward well-crafted, timeless designs. Photo courtesy of Threadfast Apparel

“Sustainability has become increasingly crucial, and to us it’s become the baseline,” Skinner says. “Manufacturers need to meet the demand, especially from Millennials, for planet friendly materials, ethical practices and longevity in apparel. Threadfast is committed to sustainability. Since 2019, we’ve been Better Cotton members, ensuring our cotton sourcing is environmentally friendly and benefits farmers and their communities.”

Threadfast also has shifted to recycled polyester across all collections and launched a program, “Plant with Threadfast,” in 2021, whereby the company plants a tree with One Tree Planted for every garment case sold to support reforestation. This focus on sustainability resonates with Millennials and eco-conscious consumers.

The demand for sustainability is only increasing, and companies are working hard to make the shift, says Oleksik. “There’s so much that goes into creating more sustainable products, and it’s important to understand that it’s much more than just manufacturing. It’s about materials, production, daily practices, waste, consumption and beyond.”

Oleksik explains that a full understanding of sustainability cannot be gained overnight. It’s important to continue self-education, and the education of customers, regarding the steps to take for the continuance of improvement.

“It’s about exploring alternative options, sustainable materials, paperless processes, eco-friendly manufacturing, energy savings, efficiencies and beyond,” she says.

Game Changers

The impact of various technologies—old and new—on the T-shirt market has been undeniably positive. Improved communication, more efficient decorating techniques and elevated fabrics are strong examples of the benefit of ever-evolving technology.

“Technology has made it infinitely easier to share and communicate information with consumers,” Ryan Zaczynski says. “We’ve partnered with a garment authentication company, Certilogo, based in Milan, that provides individual QR codes on tags included with all of our tees. By scanning the QR code, the wearer can gain access to product authenticity, and we have the ability to track our product along the entire supply chain.”

Technology such as direct-to-garment (DTG) is increasingly affecting the T-shirt market, according to Oleksik. DTG allows printers to decorate more efficiently. The method also has become much more accessible and affordable, so the importance of DTG-friendly fabrics has increased.

The integration of technology in clothing, not only in print but also in functionality and features, has provided apparel companies with an advantage as they focus on agility and faster delivery times.

The Tap Tee features an NFC chip on the left sleeve, allowing customers to connect to a personalized digital experience with a simple tap of their phone. Photo courtesy of Threadfast Apparel

“Threadfast’s TAP tee has an NFC chip inside a woven label on the left sleeve,” Skinner says. “One TAPs the label with a smartphone to launch a website, app, video or social media post programmed for a unique experience. This is a way to continue engagement with the targeted audience and extend the lifecycle of the decorated T-shirt.”

The science and art of T-shirt fabrication continue to flourish, keeping the category vibrant and giving manufacturers options. Manufacturers seek to offer a range of choices, catering to different consumer preferences.

A strong prediction is of a heavyweight, oversized, cotton T-shirt, which has gained traction in streetwear, high fashion, youth culture and even the music and entertainment industry. Another is a softer, smoother hand-and-feel in fabrics, with a focus on printability. The hemp and recycled poly-blend fabric is a unique offering for manufactures.

“Our hemp tees have a very soft and smooth hand when compared to other blends, such as hemp and cotton,” says Suzy Zaczynski. “It’s something we are proud to have set us apart from the pack. We are also working with new manufacturers on new types of hemp blends, but working with a material such as hemp takes a lot of trial and error.”

Fabric choice is important when it comes to the method of decoration that can be performed on the garment. Some fabrics provide an ideal surface for various decoration methods, while others may cause limitations.

“Our latest T-shirt, the 180A, is crafted from 100 percent sustainably sourced, combed, ring-spun cotton, and it has received praise for its ease of decoration,” Skinner says. “Screen printing, DTG, direct-to-film and specialty inks will discharge print on this fabric. Certainly, there are limitations to the decoration methods applicable to specific garments. However, those experienced in T-shirt decoration understand these constraints and technicalities.”

Some fabrics are not DTG friendly, says Oleksik, some don’t sublimate or discharge well. New fabric development should be as decoration friendly as possible. LAT Apparel is committed to print testing fabrics as well as providing print tips and guides for our customers.

“We understand that each customer is different and has different needs,” she says. “By offering a variety of fabrics, we can cater to every customer’s needs in one way or another.”

What to Expect

Silhouettes need to be flattering, comfortable and versatile. An emerging trend for T-shirts is inclusive sizing, important for all age groups and genders. Brands offering a range of sizes are receiving positive feedback, says Skinner.

“Classic fits, known for versatility and longevity, appeal to a wide audience,” she says. “In the men’s category, there is a growing preference for oversized or boxy fits. The oversized fit provides comfort and a laid-back vibe, while boxy with a straight cut offers a more structured, yet casual style. For women, boxier fits are gaining popularity for those seeking a more casual look. In athleisurewear, you will see sporty elements, such as raglan sleeves.”

Both youths and adults are showing an increased interest in an oversized fit, signaling a continued shift toward a more relaxed style, says Suzy Zaczynski. “We believe that every fit of T-shirt has a fan behind it, and one size rarely fits all. That belief inspired us to create four distinct cuts of tees, so that we could reach the widest audience possible. Toasty Hemp Co. prioritizes promoting confidence in clothing regardless of age or gender.”

LAT Apparel paired its Vintage Wash process with a super soft fleece blend to create the Unisex Vintage Wash Crew Fleece. Photo courtesy of
LAT Apparel

Predicting designs and styles for the coming year can involve a great deal of speculation, with so many factors that influence the fashion industry. That being said, the ongoing trend of nostalgia-inspired styles is noteworthy, says Skinner.

“Nostalgia-inspired styles are likely to persist in popularity through 2024,” she says. “With T-shirts, this may be seen through decorative elements, such as retro colors, vintage graphics and appliqué. We are also seeing this in fleece and outerwear.”

Colors will not radically change. Neutral, earthy and pastel hues have been in demand, and will continue to be influential in 2024. Neutrals are extremely versatile, earthy hues embody the growing demand in sustainability and the outdoors, and pastels provide a sense of freshness, especially in the spring and summer. A pop of color will hold steady in the T-shirt category to keep looks interesting and energized.

Product Push

It seems each company has a unique mix of ingredients regarding an approach to marketing. One way or another, the message must get out to customers.

Suzy Zaczynski says social media and email marketing have helped Toasty Hemp Co. increase reach and maintain communication with potential customers.

“Hemp is a material that most customers haven’t yet worn, and there are a plethora of misconceptions out there about it as a material,” she says. “The biggest misconception is that hemp is scratchy and uncomfortable to wear. Our unique blend of hemp and recycled poly is extremely soft and only gets better with age. Educating the consumer about that fact is a huge part of what we do at Toasty Hemp Co.”

Zaczynski adds that one of the most impactful approaches to marketing is getting the material into the hands of screen printers and customers, for them to feel, understand and appreciate it.

“Our marketing approach is multifaceted and designed to meet our audiences where they are,” says Oleksik. “We leverage both social media and traditional marketing channels to disseminate our messages effectively. On social media, we engage with our followers on platforms such as Facebook, Instagram and LinkedIn, to share updates, offer insights and create an interactive community.”

In tandem with LAT Apparel’s social media efforts are email marketing, content marketing and SEO strategies to reach a broader audience. The company strives to create a customer experience worth discussing, and the ultimate goal is to connect with their audience in a meaningful way, driving engagement, and fostering lasting relationships. A broad range of marketing methods helps them do that.

Jennifer Morrell is an award-winning writer who has written for a number of national consumer and trade publications. For more information or to comment on this article, email Jennifer at jennmorrell@hotmail.com.

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Yes, I know, the business press can’t stop spouting gloom and doom about things like inflation. But while challenges remain, a funny thing seems to be happening in the world of decorated apparel—decorators just keep decorating! As I write this, all I hear is how busy everyone is. This includes not just decorators filling orders in time for the 2022 holiday season, but equipment suppliers who say they are already running as fast as they can as orders continue rolling in.

Then there’s the buzz surrounding the upcoming 2023 Impressions Expo Long Beach trade show. Following up on a strong Impressions Expo this past fall in Fort Worth, Texas, booth space has been flying off the shelves, so to speak, promising a return to pre-Covid levels and then some.

The reason, I think, is decorators, especially those running smaller shops, are in direct contact with their fellow human beings, i.e., customers, in a way the supposed “experts” on Wall Street can’t imagine. They are also motivated by a very different set of incentives. They decorate not just to beat, say, the “spread” vis-à-vis inflation, but because decorating is in their blood.

Same thing with their customers. The public buys fun, funny, personalized shirts, hats and bags, because it represents who they are, and they’re not going to stop being who they are just because it costs them a bit more. As things continue returning to “normal,” people are going to continue expressing themselves because that’s what people do. For this reason alone, I say 2023 is not only going to be a great year, but a fun one as well!

Article updated Dec. 18, 2023

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“In our case, we have expanded our line into the performance styles for this year and ventured into the youth market, which we didn’t cover before,” says Jose Garcia Botello, executive manager, YazbekUSA. “Performance apparel had been a constant demand from our customers since the wash-and-wear fabric is very easy to care for, it is soft, and kids use it constantly for leisure or athletic activities.”

Along these same lines, expect to see more fabrics with a super-soft hand, offering stretch and recovery, says Marcus Davis, product development manager, Hanesbrands Inc.

“Surface textures are, again, becoming a way to draw interest to the product and to update the fabrics that have traditionally been sleek and shiny,” Davis says. “Performancewear needs to be comfortable and have the expected features, such as moisture-wicking, odor control and UV protection, but it also needs to be stylish enough to wear for multiple occasions—not just the gym.”

Meanwhile, the idea of sustainability is only gaining momentum among consumers. “We have been seeing a fairly rapid movement toward sustainable and ecofriendly materials in garments,” says Shawn LaFave, president, North Georgia Promotions. “This means that with every new garment fabric, testing should be done to make sure the fabric reacts as desired when printing and curing or pressing the decorations on them.”

Bouncing Back

As we exit year No. 3 of the onset and destruction from COVID-19, the industry can now both examine the lasting effects of the pandemic in an informed and measured manner and analyze how they will continue to affect the market in the months to come.

The line between performancewear and lesiure apparel continues to blur. Photo courtesy of HanesBrands

“Undoubtedly, there are still effects from COVID-19 and from the inventory shortage everyone experienced, because most supplies come from Asia,” Botello says. “Now the contrary has happened. The effect has turned to an overstock. We are seeing a lot of inventory and merchandise coming in from overseas, and some of it is very cheap and of low quality.”

With this in mind, Botello says YazbekUSA now has a goal of continuing to promote garments manufactured in North America to get customers excited with new styles and offerings in performancewear.
Stock issues aside, COVID-19 has seemingly changed the way people look at their clothing choices year-round. If comfort has become the most important feature for any garment, fashion is right on its heels.

“Performancewear is evolving from a basic 100 percent polyester tee or short to blends that include some spandex for stretch and recovery, and fibers that have a super-soft hand that mimics ring spun cotton,” Davis says. “If the product is designed right, it can be worn to work, while running errands, and for going out and the gym, eliminating the need for multiple outfits or changes throughout the day.”

Staying Sustainable

What was once an industry buzzword is now an absolute must: sustainability. Since most garments are constructed from synthetic fibers, the manufacturing process becomes the difference maker. The reuse of resources and the cleanliness of the process can render a product more sustainable. Mixing a percentage of organic fibers, such as cotton, with the synthetics can also help create a more sustainable product.

“Performancewear tends to lean heavily into synthetic fabrics,” Davis says. “There is a lot of attention on the sustainability around the manufacturing of the materials and the end-of-life impact the product has on the environment, once it is in a landfill.”

Currently, numerous developmental innovations incorporate recycled materials, low-impact dyes and bio-based synthetics. The expected performance characteristics are an eco-focused way to be as carbon neutral as possible.

“The biggest issue is the increased cost of the sustainable garments or the increased cost for decorating them,” LaFave says. “The public does not seem ready for the increased cost related to them.”
Botello says manufacturers must also explore alternative regions for their supplies. Many times, the merchandise coming from overseas has undergone no quality control, with no audits on the processes.

“Other countries’ standards can be laxed regarding their production of synthetic fibers, like polyester,” LaFave says. “This is why it is imperative to strengthen North America-based manufacturing, to be able to care for sustainability thanks to the agreements between North American countries.”

Fashionable Function

Consumers continue to drive the design and development of performance apparel, and manufacturers have their fingers on the pulse of that demand.

“At the end of the day, performance apparel has become a niche market,” Botello says. “The diversity of sport activities and the rise of specialized sports has generated the demand for more specific exercising garments. Consumers are looking for clean designs, heathers, comfort and softness, ad hoc with each activity. Let’s not forget that, as a result of COVID at-home time, a lot of people turned to performance and leisure apparel for everyday wear in their search for comfort.”

Game Changers

Direct-to-film (DTF) printing and hybrid printing are predicted to affect sportswear decoration in the future. The technologies that emerge and change will shape the future, and the benefits deem profitable once existing hurdles are overcome.

Athletic fleece hoodies are ideal for warming up. Photo courtesy of Augusta Sportswear

“Performancewear has always been a challenging product to embellish, due to the many different fabric blends and the high percentage of synthetic materials,” Davis says. “These are heat-sensitive and pose the threat of ghosting and dye migration when printing. As fabrics continue to evolve and introduce more textures, printing will only become more complicated for many printers.”

Davis adds that direct-to-garment (DTG) printing has created a considerable solution for these printers, because it’s so versatile on the different fabrics and blend types. DTF printing is expected to adapt and grow in this market as performancewear remains popular.

“Those technologies, especially DTF, are progressing in leaps and bounds,” LaFave says. “There are options for DTF transfer that are claiming to last 80 washes.”

Jennifer Morrell is an award-winning writer who has written for a number of national consumer and trade publications. For more information or to comment on this article, email Jennifer at jennmorrell@hotmail.com.

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The Buzz on Fuzz: The Comfort Zone with a Side of Sustainability

Buzzwords for fleece styles in the fall of 2023, for both men and women, include: classic looks; softness; comfortable fit; relaxed; cotton rich; cotton face; versatility; breathable fabrics; and sustainability.

Hane’s super soft EcoSmart sweats get their comfort from the company’s special blend of U.S. grown cotton and polyester. Photo courtesy of Hanesbrands

Marcus Davis, product development manager for HanesBrands Printwear, succinctly describes the 2023 fleecewear trend as “casual comfort.”

“Casualization of apparel is expected to continue with consumers not wanting to give up apparel that makes them feel good. Comfortable clothes are a priority, but so are versatility and value, especially during tough economic times. As budgets tighten, consumers need every purchase to work harder for them,” he says.

Caius Olowu, director, design and pre-production with Next Level Apparel, pointing to fleece’s versatility, adds, “Fleece is now an everyday wear item, accepted as a day or night item, casual or dressed up,” also noting that fleece is an ideal layering substitute for outerwear, depending on the climate.

“Eco-friendly and sustainable products are huge right now—garments made with recycled cotton, and polyester as well as colors,” says Courtney Karam, general manager with Citadel Brands.

Milissa Gibson, sales director with Lane Seven Apparel, agrees, noting that traceability is important for consumers who are seeking sustainable clothing. “You’re seeing customers demand certifications and knowing where and how the product was made and demanding a higher level of sustainability throughout the manufacturing process.”

Additionally, Davis suggests consumers are looking for breathable fabrics that help the wearer maintain a comfortable temperature.

How Fitting

In terms of fit, unisex silhouettes are becoming more prevalent, such as women’s oversize “boyfriend” looks. This ties directly into sustainability trends, “…with suppliers looking to carry fewer SKUs, leading to less dead stock and waste,” says Emily Quilter, product design director with Augusta Sportswear. She adds that boxy crop styles for women are also trending as a strong activewear look paired with high waisted joggers or tights.

That said, according to Gibson, women are also “seeking a fitted or relaxed pant with a more oversized hoodie or sweatshirt,” though she notes consumers want a relaxed fit, no matter the demographic.

Similarly, as fleece is now an everyday wear item, Olowu says women are also looking for fashion-forward styles that are tailored specifically for her, not just a smaller sized men’s sweatshirt. “Tops are anything from modest crops to a more oversized silhouette,” he says.

Quilter adds that trends for men include crew neck styles, as well as fits becoming looser and more oversized, circa a 1990s-inspired sweatshirt look.

Weight For It

With respect to fabrics, consumers are embracing the comfort of fleece in a variety of weights, although some experts believe that lightweight comfort is still the “go to,” especially when the weather is a bit warmer, as lightweight fleeces serve as transitional pieces. “Lighter weight fleece is expected to continue to trend as the weight allows it to become a seasonless wardrobe item. It’s incredibly versatile,” says Davis.

Citadel Brands’ original (promotional) hoodie is available in an industry-leading rainbow of colors; from timeless shades to the latest on trend hues, this classic hoodie is the first choice for all. Photo courtesy of Citadel Brands

That doesn’t mean there is a not a place for heavier garments, especially in colder areas. “People always will have a favorite hoodie, and that is usually one of the heavier materials. It screams, ‘movie night in on a rainy Saturday night’ or ‘working around the house.’ Or one that is from their college days and has a feeling of nostalgia when they wear it,” says Karam.

Gibson adds that heavier weight products are in many cases associated with fashion pieces. “In weights is where you see the most dramatic generational disparity. The younger generations are seeking out heavier garments whereas older generations, elder millennials and Gen X are seeking out mid- to lightweight garments,” she says.

Olowu agrees, observing that there is a demand for both, as consumers want something for all occasions and all climate conditions.

“Heavyweight currently is trending now with the younger consumer, with more of a streetwear vibe,” says Kristen Vincent, merchandising manager, Fruit of the Loom, JERZEES & Russell Athletic, noting many people use their hooded fleeces wherever they go as jackets. Nonetheless, she believes lightweight/mid-weight fleeces—7.2 to 8.0 ounces—continue to be the mainstay. “The lighter the garment, the less seasonality to it,” Vincent says.

As for feel, Vincent says, there is only so much you can do to amplify an already very soft fabric, with yarn being the biggest contributor. “Combed Ring-Spun is the softest yarn you can get. Along with the yarn type some fabrics have softeners added to the surface or an enzyme that fluffs up the fibers,” says Vincent.

Back in Time

Fashion is cyclical, with the general rule of thumb that styles circle back every 20 or so years. No matter the decade’s focus, retro and throwback styles are inevitably a part of the mix, with the 1990s being the headliner this season.

“It’s human nature to feel nostalgic about the past. We naturally derive comfort from familiar styles that remind us of our youth. We see this evident in fashion trends—the various looks will evolve year to year, but throwback or retro styles will always have a place in fashion,” says Quilter.

Karam agrees, noting streetwear fashion for 2023 includes such 1990s era standards as “baggier sweatpants with a more fitted cropped top” for women, or for men, “cargo pants and a baggy hoodie or crew neck.”

“Consumers love for fleece with a retro feel seems well rooted at this point. Innovative washes can give fleece a unique, vintage look and create incredible softness,” adds Davis.

True Colors

Versatility is key when it comes to color choices, since consumers want to be able to wear their fleece with everything. Black is ever popular in fleece and isn’t going anywhere. Other traditional core colors like navy and gray heathers will also always be popular.

Today’s offerings have more of a streetwear vibe, which is more appealing to younger consumers. Photo courtesy of Fruit of the Loom

That said, according to Vincent, there is a new core palette in town, specifically, colors that cross over for multiple usage occasions, such as workwear, retail and souvenir. One example from her company includes cream heather, an off-white neutral shade. “Customers are also raving about our Golden Pecan, Putty, Cloud Heather, and Blush Pink. All are neutral, earth-inspired shades that are popular in retail and the wholesale channel,” Vincent says.

Neutrals are also growing in popularity, like grays and natural bone, as it allows consumers versatility and the ability to wear their clothes with everything.

Gibson adds that the market will also see more pops of color as 2024 approaches. “You will see more men in today’s market wearing brighter colors, and not just the neutral black, greys and navies,” agrees Karam. Other trendy colors include lavenders, oranges, Kelly greens, hot pinks, toffees and dusty greens.

Quilter also points to outdoor-inspired shades of olive green, maroon and storm blue as something the market will see this year.

Similarly, Next Level is offering what Olowu calls “deep saturated core colors with a pop of fashion flair and also muted, understated colors.” Examples are Shiitake, Stonewash Denim and Stonewash Green.

The Fine Print

Direct to garment—DTG—remains a big part of the fleecewear market and is not expected to slow down.

“Printers are looking for products that are cotton rich or have a 100 percent cotton face, which helps with DTG print quality,” says Davis, adding that innovation around fleece will continue to focus on fabrics that are cotton rich. “This is partially driven by consumers looking for more comfortable products but also the connection to the DTG-print market looking for cotton rich fabrics for better prints.”

Vincent agrees, noting, “Direct-to-garment printing is driving the buzz around the need for cotton rich fleece.” However, Vincent adds that “[Something] many customers in the print wear industry don’t understand is that the stitch density of a fabric is impactful when it comes to printing via DTG. There is a misconception that only cotton rich fleece provides the ideal DTG canvas. However, our NuBlend fleece collection is a great print surface for DTG printing.”

That said Olowu notes that screen printing remains the leading technology when decorating fleece, as the process is easy and highly effective.

Design Placement

On the decorating side of the equation the consensus is that this season will see a mix of design placements,

Support your favorite team in the Adult Momentum Team Hoodie from Holloway featuring Dry-Excel that wicks away moisture while color secure technology prevents dye migration. Photo courtesy of Augusta Sportswear

from traditional to unique. “Traditional placements such as wearers’ left chest and center front are always classic, timeless and perfect for branded and sports-inspired heritage apparel,” says Taryn Mejia, senior designer, Fruit of the Loom, JERZEES & Russell Athletic.

“Graphics and placements are returning to traditional locations and styling,” agrees Davis. “Retro fonts and retro inspired graphics in one color and in locations like center front, center back, and left chest are really making a statement in the market. Some of this is due to designs and inspiration coming from the 80’s and 90’s, but there may also be some influence coming from tighter budgets.”

Defying tradition a bit, manufacturers are getting creative with design placement, with Olowu pointing to down the leg at the cuff or the shoulder as the newest trends and Gibson mentioning kangaroo pockets, branding inside the arm, along the shoulder and around the collar.

Mejia agrees, adding that off-kilter placements attract consumers’ attention, such as embroidered logos around the collar, splashy back-of-garment screen prints, and over-seam appliques. “Unique placements, like embroidered logos around the collar, splashy back of garment screen prints, and over-seam appliques are on the rise, most notably in fashion-forward markets,” Mejia says.

Hilary Daninhirsch is an award-winning freelance writer based in Pittsburgh. Her work has been featured in a number of lifestyle and trade magazines. She can be reached at hdaninhirsch@gmail.com or hilarydaninhirsch.journoportfolio.com.

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