2020 Trend: Why Tie Dye?

Tie dye is back! What regenerated over the pandemic as a DYI craze is now dominating much of the retail and promo world. Today’s interpretation of this playful aesthetic is so much more than it appears.

Why is it trending?

It’s nostalgic.

Vicki Ostrom, futurist, trend analyst and creator of Trendependent explains, “Tie-dye is a retro moment that feels great to us as we remember times that seem simpler. According to Dr. Clay Routledge, author of Nostalgia, a Psychological Resource, ‘Nostalgia doesn’t just make people feel happier. It makes them feel more connected, energized, and motivated.’ So. our love of tie-dye is actually backed up by science!”

It doesn’t seem like a stretch to suggest that during a period of uncertainty, fear and unrest that we would gravitate to patterns that promised positivity and comfort.

It’s the thing to do (DIY)

The first time I really knew this trend was taking off was when my TikTok “for you page” was taken over by countless videos of people (specifically Gen Z) purchasing inexpensive loungewear to dye in their bathtubs and on their lawns early in the pandemic. I specifically remember the seeming boom happen late March when there was so much uncertainty and confusion – there were a few weeks there where everyone was treating it as a weird vacation. People got crafty in their downtime.

Ostrom also points to the work of Brie Schwartz in article, Seeing Tie Dye Everywhere? There’s a Scientific Explanation for That, declaring tie dye “became the unofficial uniform of the pandemic”. The same article pointed to the fact that the search phrase, “tie dye loungewear” is up 5,000 percent since last year.

Due to this trend, many retail and promo suppliers can relate to the inventory issues that have occurred (and continue).

“Anyone noticed that white hoodies are hard to come by? Just sayin, this is H-O-T-T right now,” points out Jessica Gibbons-Rauch, trend director at company, Trend on Brand. “And, let’s be honest, those classic 6.1 oz or 5.4 oz tees could really use a makeover!”

It’s individual.

Ostrom predicts that the trend is here to stay for many seasons to come, “It is a pattern that we are reinventing each time. Individuality is at an all-time high as people are expressing themselves through the clothing that they wear, putting together vintage and new.”

It’s approachable.

Because tie dye is incredibly nuanced, it can morph into many attitudes from eccentric and wacky to cool and even preppy.

Tsedenia Kiros, director of design at Charles River Apparel explains, “It is seen across multiple categories in both men's and womenswear (activewear, swim, denim, cut-and-sew knits, casual outerwear, accessories, and footwear) which is why this trend has continued its commercial relevance. Because of its evolution, we continue to see iterations, making it fluid and adaptable for all demographics.”

It connects us to nature.

Whether it’s a vibrant, eclectic blend or earthy composition, many dyes have a primal, natural aesthetic that grounds us in the world around us. In addition to actually being sustainable, the feeling it provides is one of sought-after comfort, connectivity and unsophistication. Trend service WGSN predicts, “As concern and awareness around sustainability grows, we will see more patterns inspired by the earth’s surface, offering a raw and elemental update for camouflage.” 

So what does this all mean for the promo industry?

Sell it.

We can and should jump on this trend! Many apparel suppliers are embracing tie dye, understanding its impact and longevity in the market.

“We recently launched tie-dye as part of our Fwd Fashion Collection, where we are committed to bringing current trends to our industry, immediately. We sold out within days!” said Megan Spire, VP Sales, BELLA+CANVAS. “We definitely believe in the trend and think it will stick around for the next 18-24 months. It’s a great way to play with color and texture, acting as a fun and fresh backdrop for branding.”

Kiros’ tip for selling in the promo space? “Due diligence,” remarks the director of design. “For example, a more mature clientele will remember the 70's and every other time this cyclical trend has resurged. They are already familiar with it but need to be reacquainted by showing current iterations of the tie dye techniques as well as more tonal, contemporary colorways. On the other hand, the youth and young adult markets have had very little history with it so they will be drawn to the more classic techniques but with a vast colorway approach.”

In addition to the college and youth markets, she also suggests pitching it to anyone with purchasing power.

Whether it’s due to nostalgia, boredom, individuality, approachability or connectivity, any and all are smart reasons to embrace the tie dye wave. Trends are trends for a reason – they connect us to communities in which we crave to be members.  If you understand why and how it’s important, you can create impactful marketing campaigns that are to dye for (please still be my friend after that stupid pun).