Modern lifestyles are more active than ever. And nobody likes to "sweat" or have their garments stick to them uncomfortably. Powering through one's day and weekend fun should be both a stylish and comfortable endeavor.
Just as digital and electronic technology has evolved dramatically, so too, have performance garments.
Gina Barreca of Vantage Apparel explains, "Today's performance apparel goes beyond typical moisture management capabilities, and uses technology advancements to improve both fit and comfort. Polyester/spandex blends are being used to enhance fabric hand and garment drape while also allowing for a closer-to-the-body fit that does not interfere with ease of movement. Some performance apparel may also have antimicrobial properties to keep garments fresher and odor-free longer and help inhibit the growth of bacteria. This benefit can be extremely valuable when transporting sport garments home in a gym bag after use."
Vantage’s new, Vansport™ Pro, she points out, features premium performance fabric with a luxurious hand and drape, stretch for comfort, superior wicking and rapid dry time, UV and anti-microbial properties. In addition to fabric upgrades, the collection features modern styling details like self-goods collars and trendy sublimation prints.
Rachel Newman of HanesBrands observes that consumer interest in performance apparel continues to grow, with nine out of 10 consumers wearing their athletic apparel for activities other than exercise. More and more, she notes, end-users are looking more for performance features such as wicking and quick drying.
"In terms of fabrication, while polyester has become synonymous with wicking, new entries into the performance category include cotton-poly blends that provide wicking and cooling," Newman adds.
Greg Norman Collection, available from Vantage, has also introduced golf shirts featuring innovative new technology, Weatherknit Heat Protection. As a complement to their leading moisture-management system Play Dry®, these polos also feature an aerated knit texture for better airflow and increased circulation on the body.
The Hanes® X-Temp® collection combines the comfort of blended ring-spun cotton with the wicking performance of polyester. Its patented technology keeps the wearer cool by adapting to temperature, environment and activity for maximum comfort. The beauty of the Hanes X-Temp collection is that it delivers exceptional performance with the ultra-soft hand of ring-spun cotton. The collection includes T-shirts for men, women and youth, as well as men's and women's sportshirts. The line comes in core colors as well as a series of vibrant heathered neons. Because the fabric is a cotton/poly blend, the neon colors take on a unique look that resonates well with end-users.
Champion® Vapor® cotton collection provides a higher level of performance and comfort. The 4.5 ounce cotton-poly blend T-shirt features ADAPTIVE™ Dynamic Moisture Control that responds to body temperature, keeping you cool and dry in virtually any condition.
Cindy Clyde of A4, which specializes in teamwear for adults and children, says that in sports, players "demand fashion and function. Besides wicking, cooling, heating – whatever the attributes are – the garment must fit well and also look good. Teamwear has evolved; baseball uniforms began as 100% wool and race T's were 100% cotton. Now these garments, made from polyesters, wick, keep the player cool, and they wash very well.
A4 recently added a new woven polyester soccer short in men's (N 5343) and boys' (NB 5343) sizes; they are odor resistant, stain release, woven polyester. A4 stocks teamwear all year long, and Clyde suggests that when working with teams, get them to commit as early as they are ready; A4 can ship same day so that you can turnaround with the screen printer or embroiderer on time.
Eric Rubin of Blue Generation explains that "advances in textile technology have grown leaps and bounds in the last few decades. The mention of polyester would bring back memories of John Travolta's suit in 'Saturday Night Fever,' and uniform shirts that could stand on their own and didn't breath. Advances in technology made it possible to procedure micro polyester fibers which changed the entire outlook for polyester. Now, polyester was soft, easy care, stain resistant and held its color. Add moisture wicking properties and you have one of the most sought after fabrics today, even replacing traditional cotton and cotton poly blends as the fabric of choice."
In the past six years, Rubin adds, Blue Generation has expanded its collection of performance knit fabrics to include textured mesh, snag-resistant middle weight, and extra lightweight fabrics. These fabrics are integrated into a collection of over 20 styles for men and women, and in over 20 colors. New to the collection are performance adult crew neck T-shirts in sizes XXS-6XL, and ladies' fitted T-shirts in XS-4XL. Many of the styles are offered in big and tall for men and additionally, in "Blue-X-Dri."
With the category available from a wide range of suppliers, Chris Yoder of alphabroder cautions distributors to really scrutinize garments sold as performance wear. It takes more than polyester fabric to make a true performance garment. "Performance should include a true moisture management weave to the poly or poly/cotton blend that aides in moving sweat away from the body. It should be an easy-care material that reduces or eliminates wrinkling, and should have an anti-microbial or order reducing material infused at the fiber level. In addition, the emergence of nanotechnology particles like Jade increases the performance aspects of the garment by reducing the temperatures of the person wearing the piece by a few degrees.
Increasing Sales
Performancewear, most sources attest, can be sold in multifarious ways and multiple markets. It is no longer about targeting golfers, for example. Says Newman, "Opportunities for performance apparel go beyond sporting events and teamwear. Garments that offer performance features such as wicking and quick drying are ideal for any number of end uses including uniforms, corporate events and schools."
As an example, Newman cites the budget-friendly Hanes® X-Temp® Performance T-shirt with its soft hand and on-trend color selection, which can help attract new customers to performance apparel.
Barreca encourages promotional distributors to position performance wear as lifestyle apparel for all types of occasions and not just as just the moisture-wicking polo that suits perfectly for the summer golf event. "The concept (and current hot retail trend) of layering also plays an important role for year-round use," she says. For example, "A bonded vest with a lightweight pullover or a long-sleeve tee layered under it, will give a wearer more options during the year than a single heavier piece."
Rubin believes that, during your consultation with your client, it is important to educate that buyer about the many virtues of performance fabrics. "The misconceptions of polyester need to be cleared up and explained. The fact that moisture wicking properties offer year round comfort is a huge selling point, too, especially in the warmer climates – Blue Generation offers long sleeve styles for men and women, he points out, adding to the salability of year-round program.
The appeal of performance wear, Yoder observes, is driven by retail looks that consumers follow, but at better pricing levels. In every category, there are opportunities to provide these products, with style, fashion, and the same performance functionality that most customers are seeing in the stores or on the golf course.
"At alphabroder," Yoder emphasizes, "we stress the good-better-best philosophy in selling these category pieces and in every case, we can offer that selling strategy within each price point as well. There isn't an industry where you can’t showcase some type of performance material and fabrication, and with all categories now in play, it is a 12-month selling cycle."