Comfort is king and style is queen. This is a great description of today’s performance wear, which can now be worn almost anywhere (except at more formal places and events). This is a category that has evolved quickly and expansively during the past several years.
Overall, compared to this category a few years ago, on-trend performance wear will keep your clients’ end-users not only comfortable, cool or warm, combating any embarrassing odor but also protects from the sun’s rays. The fabrications are soft, smooth, supple, and lightweight, perfect for layering.
Eric Rubin of Blue Generation says he has witnessed tremendous technological breakthroughs in textiles over the past five years; for example, 100 percent polyester moisture wicking has changed dramatically as far as comfort. Polyester used to be somewhat scratchy and unbreathable. “With the advent of hair-thin micro fibers, polyester has become a fabric of choice,” he comments. It is lightweight, comfortable to wear, breathes, retains color and doesn't shrink. This is the perfect recipe for performance apparel.”
But cotton isn’t left out here. Vicki Ostrom of SanMar observes that there has been a shift in consumer preference for cotton or cotton-rich fabrics used in performance styles. The soft, comforting feel of cotton “tends to resonate with customers as nostalgia continues as a big trend in the marketplace,” she says.
To this end, SanMar has added two new jackets to its OGIO Endurance for men and women that are cotton rich and with sporty styling – the Cadmium (LOE502/OE502) and the Origin (OE503/LOE503). She describes, “With the combination of beautifully soft fabrics and a smart balance of sport styling and heritage marls and heather coloring, these pieces are perfect for on-line company stores. They easily transition through many activities during the day and they satisfy style requirements of team members at any age.”
A performance attribute that has evolved and is quite desirable, points out Marcus Davis of Champion and Hanes, is odor protection. Champion has added FreshIQ™ advanced odor-protection technology to its Double Dry collection, and Hanes® Cool DRI® Ts, in addition to moisture-wicking properties, now include odor-control technology.
Another evolutionary point is that now performance wear is everywhere. Davis observes that as far as performance-wear, “where once we looked for activity-specific apparel, today the trend is toward apparel that takes us not only from one activity to another, but also to grab a drink after.”
Adam Waugh of A4 agrees, adding that only a few short years ago, performance apparel was used mostly for athletics. “Now everyone has figured out that the fabrics are more comfortable, stylish, light weight and easy to wear,” he emphasizes. “Performance fabrics have left the gym and become a mainstream item.”
Rubin also concurs, noting that performance apparel has moved from teamwear into mainstream street wear. In fact, he says, moisture-wicking fabrics are now selling in all areas of corporate apparel and service wear. “From polos to T-shirts, performance wear has become one of our top-selling categories,” he remarks.
Layering remains not only popular for style but in climates that have pronounced spring and autumn weather, necessary. According to Ostrom, another factor that continues to be important is the desire for performance fabrics to be light weight so that they can layer easily. “For example, we are seeing short sleeve Ts layered over T-shirt-weight long-sleeve hoodie pullovers as an important style story. The new DM139 and DM139L Perfect Tri Long Sleeve Hoodie addresses this way of dressing. The branding opportunities are abundant on this style as well, with vertical graphic placements on sleeves and center front hood graphics popular placements.
The category is so broad now, Waugh asserts, performance wear can be used in so many applications. For example, he offers, many companies will host participatory events such as fun runs, golf tournaments, fitness challenges, etc. Additionally, “The new world of performance apparel encompasses uniforms, client gifts, company stores, really the scenarios are endless.”
Active women, especially millennials, says Davis, will appreciate coordinating, embellished sports bras. The new Champion® Absolute Sports Bra is especially suitable for sublimation. This bra is ideally suited for the continually growing yoga and fitness industries, as well as teams, and sororities/college market. The SmoothTec™ band prevents irritation and chafe, and Double Dry™ technology wicks moisture, he describes. While minimal seams minimize irritation, the racerback silhouette ensures a free range of motion. This poly/spandex sports bra comes in black and white, sizes XS–XL.
Further, Davis points out, today’s performance wear is no longer just tops; popular styles in bottoms, including joggers and leggings, are creating additional revenue opportunities for distributors when selling performance apparel. Think about teams, gyms, race and walk organizers especially when they order Ts. “Performance bottoms are now used across many sports and activities as a way for women to add warmth and even protection under their uniforms,” he elaborates. “They keep the wearer dry and comfortable – but they also address modesty. And yoga continues its stronghold as a must-do activity, inclusive to all age groups and levels of ability. So, leggings and yoga pants are a great added opportunity for yoga studios and gyms.
Champion® Performance Bottoms with a soft stretch fabric for dryness and comfort, also have a fit that hugs the hips and the legs. It is offered in three silhouettes – Yoga Pant, Legging and Capri – in sizes XS to 2XL. Davis notes these are ideal for teamwear, gym and yoga studios, or even as casualwear – for everyday layering. Performance bottoms provide an additional platform for embellishment to coordinate with shirts and outerwear.
“Performance styles are now designed with women in mind as these pieces are finding a way into everyday wear more and more,” observes Ostrom. For example, SanMar’s Sport-Tek line added the Posicharge Electric Heather Sporty Tee (LST390), a short-sleeve raglan with a scooped front neckline. “These design choices, as well as an expansive color offering, make this T a definite wardrobe value-add. It can layer over racerback tanks for a mid-day workout as well as easily layering under a knit blazer for office-wear, so the ROI of the style is clear,” she comments.
Speaking of office wear, polos remain classic for casual days in the office and for trade show attire. SanMar’s new Port Authority Pinpoint Mesh Polo (L580), Ostrom adds, also addresses this same need. Pinpoint Mesh polo for ladies has a zipper placket that opens to frame the face and has sporty design lines at the shoulder and back yoke with touches of reflective trim. “That enforces the important element of sport that everyone wants to incorporate into each style they buy while remaining distinctly feminine at the same time,” she describes
Blue Generation, says Rubin, has been expanding its performance apparel category for several years. This year, Blue Generation introduced a Teamwear catalog designed to illustrate how performance apparel can be used to outfit an entire team in a color. New this year, in addition to an expanded color card in its men's and ladies’ moisture-wicking Ts (BG7302), there is now a matching youth T-shirt. The new 1/2-zip pullover is “a tremendous value” also in men's and ladies'. Also new is a group of colorful baseball T as well as heather polos and Ts in new colors. Beyond schools, think of all the company softball teams, and local or regional community-charity teams.
Performance wear is also now readily available for uniforms. Blue Generation's Servicewear garments also feature technological advances that provide uniforms that will keep your client’s staff looking clean and crisp. Teflon treated fabrics in both tops and bottoms repel stains and perform on a very high level. “Our moisture-wicking polyester shirts made from our IL-50 fabrics can perform well in industrial laundries, and still have a sort touch feel making them comfortable to wear,” Rubin says.
As you look at garment programs for your wide variety of clients and their end-users, there is likely a garment that has the extra value of some performance property.