As more and more people become active, join fitness centers, engage in movement, and get back on the golf courses, they now expect that the garments they wear will do double duty – being quite stylish and keeping them comfy as they stretch, swing, stride and more. And then there’s the folks who aren’t quite athletically inclined, but still get out and about, shopping, meandering, gardening and more, and who would appreciate the comfort of value-added benefits such as moisture-wicking (especially in humid climates!), odor control and even sun protection.
Although performance wear is a mature category, there have been some key evolutions in the past several years that have improved functionality of these garments.
Overall, Sion Shaman of Expert Brand agrees, noting that in the last five years as demand has been building for performance apparel, new technologies to offer better attributes have evolved to provide fashionable, functional products. Moisture management and antimicrobial attributes have improved significantly and are now given and necessary for any performance material. Further, she observes, demand for UV protection and thermal regulation are rising and manufacturers are working hard to offer more advanced versions. “Overall, most if not all these attributes contribute to making a more comfortable garment. It is also noteworthy that since most of these attributes would be necessary for garments that are next to skin or the first base layer, there is a demand to make such garments lighter and denser,” she comments.
In the last five years in the athletic industry, says Summer Barry of Bella & Canvas, sublimation has ruled much of the athletic industry, forcing production to move toward mainly polyester fabrications.
“The evolution of 100% polyester with moisture wicking revolutionized performance wear,” states Eric Rubin of Blue Generation. He explains, “Cotton used to be king, it was breathable and comfortable to wear, but didn’t wash well over time. Polyester on the other hand was heavy, stiff and didn’t breathe. Due to advances in textile technology, extremely thin polyester fibers were able to be produced, resulting in lightweight, breathable fabrics that held their color. Add antimicrobial properties, and it seems the entire performance wear market has moved in this direction. Blue Generation now offers five different weights and textures in over 35 styles,” he notes.
And with significant developments, trends ensue. Expert Brand, asserts Shaman, believes that performance apparel is becoming trendier and more popular as everyday active life style apparel, rather than niche apparel. Therefore performance apparel must not only be functional but fashionable. Yoga and running wear for instance are being used more often as a fashion statement for casual lifestyle wear. “And although performance garments are used at races and marathons more than any time before for obvious reasons, they are also used as uniforms for corporate wear," she says. "It is being used as everyday wear.”
In Rubin’s view, the popularity of the category has exploded over the last five years. In fact, he relates, performance wear is Blue Generation’s fastest-growing category in terms of new styles and sales; performance wear customers are seeking a wide variety of styles in the category. “Our collections range from value prices T-shirts and polos, long and short sleeves, color blocked styles, pullovers and our new collection of IL-50 industrial grade polos and tactical shirts. Perhaps the most versatile performance garment is our solid-value polo – men’s (BG7300) and ladies (BG6300) – its lightweight, moisture wicking and antimicrobial.”
For Bella & Canvas, says Barry, camo prints are becoming increasingly popular in performance wear. The company announced the launch of its unique laser camo collection in 2016, which contains five styles and seven colors. “The response has been overwhelming; many of the customers looking for laser camo are crossfit groups, races, gyms, and school teams,” she comments.
New from Expert Brand is garments featuring its tritec™, which Shaman says is a performance tri-blend. It offers moisture management and antimicrobial properties and its superior natural feel and drape adds a fashion element. “It’s function and fashion working together,” she says. “Also heathers have become very popular in performance apparel. Heather colors such as navy, royal, teal and others are perfect seasonal fashionable colors.”
New from Vantage Apparel are Women’s Wicked Woven® (1206), featuring 55% cotton/45% polyester, 3½ oz. Vansport™ moisture-management twill body, UV protection, spread collar, narrow reverse placket, polished buttons, bust darts, single-needle tailoring, back yoke, buttoning sleeve placket and cuff, replacement buttons.
Also, Vantage’s Greg Norman Play Dry® ML75 Micro Lux Solid Polo (GNS6K471) raglan-sleeve polo with super lightweight fabric and tightly knit microfiber yarns. It is 100% polyester, 4 oz. moisture management, and also has UPF 50+, self-goods collar and cuffs, with shark logo printed at back neck.
Vantage’s new Vansport™ Pro Fade Stripe Polo (2440) is versatile “day to night” stripe-print golf shirt made with 95% polyester/5% spandex, 4½ oz., Vansport™ featuring moisture management, UV protection, antimicrobial, micro-stripe with faded stripe sublimation print at front panel, mélange jersey body, self-goods collar with contrasting outer collar band, Vansport™ tagless neck label, three-button placket, hemmed sleeves, single-needle top-stitching, even-hem bottom with tailored side vents.
New from Game Sportswear is its anti-microbial and wrinkle-resistant Short-Sleeve Tactical Polo (8130), made with 6.6oz., 100% snag proof polyester. It features three-button placket with bottom loop for mic or sunglasses, anti-curl knit collar and knit cuffs, mic-clips on both shoulders /raglan sleeves, reinforced pen pocket on sleeve, double needle stitching throughout and dropped tail hemmed bottom with side vents.
Boardroom Eco Apparel has introduced the men's (630183) and ladies' (430169) Bicep Long-sleeve Crew made with Eco®Tec100fabric. They feature accent panels on the bicep and accented seams. Eco®Tec100 is 100% recycled polyester/100% recyclable bluesign®-approved fabric.
Also new are the men’s (610172) and ladies’ (410140) Jared Jones Polo four-button, long-sleeve polo shirt made with breathable Drytech material. Both feature contrast pocket, placket, inner collar, and accent panels on the side and under arm.
There is a range of sales opportunities here beyond anything fitness related. Think company stores, university stores, certain uniform-style programs, and even some fundraisers. As this category continues to become more desirable among end-users, your sales performance should be peak!