Trend Watch: New Age Neutrals

When you think of the term neutrals, what comes to mind? Do you think sleek minimalism or calming, natural Zen? Or perhaps a less sophisticated vision…a quiet (boring) lack of color? Whatever your predisposition of this palette is, there’s a wave of neutrals hitting us in 2024 and it’s showing up on the runway, retail, and branded merch. 

When I attended the S&S Activewear Product Preview in September, a big takeaway was the expansion of neutral colorways in apparel, bags, hats and more. Since then, I can’t help but notice a surge across the board as product catalogs for the new year drop. We can’t deny that buyers are leaning in this direction, so let’s give the people what they want.  

To speed things up, here are 5 things to note about this trend: 

What is considered a neutral (and why does this matter)?

Typically, these are colors classified as black, white, cream, beige, taupe, gray, and other variations of muted tones. However, this trend is blossoming into a gorgeous expansion of earthy neutrals, inviting other colors like navy blue, olive green, dusty rose and others into the family. What may seem like simple semantics is actually an important distinction to understand when working with today’s buyer. “Neutral” might simply mean “muted”. 

Neutrals fit into another overarching trend: Quiet Luxury. 

For a refresher, check out my recent article covering the details of this rising trend. Also coined “stealth wealth”, it favors the idea of “investment pieces” that can be worn or used for years. This means products often tend to be understated, neutral colors, and classic silhouettes to blend effortlessly into your lifestyle.

Gemline, Corkcicle

Product categories of focus: apparel, drinkware, bags, tech.  

Considering the above point, buyers who opt for higher-end products often look for longevity rather than a statement piece. Multi-use and practical products tend to fall into these categories. The great news for our industry is that 1.) We have thousands of products to offer clients in these categories and 2.) Almost every stock product has a (if not multiple) neutral option to choose from. 

Bonus tip: try tone-on-tone decoration to lean in further. 

Alphabroder’s recent 2024 Solution Selling Collections guide breaks down a few helpful looks: 

Mass appeal. 

This point isn’t as sexy, but likely the most practical. Plain and simple, neutrals are versatile and appeal to large groups. This makes them the perfect choice for outfitting event attendees or establishing ongoing online programs. More mass appeal = more uses = higher ROI.

A rise in trending neutrals doesn’t mean bright colors are on the outs. 

Thank goodness. In fact, vibrant colors often play beautifully with neutrals when applied properly. There’s a time and place for each, and the more we can help clients navigate that, the more value we add. 

The truth is, neutrals will always be ubiquitous in our products, branding and lives. What makes this resurgence noteworthy is that they become the intentional focus of a product rather than a boring default. Pop culture is changing the definition of a neutral palette and proving that it’s not just about color choice; it’s our ability to communicate messaging and emotion through a non-verbal medium. 

Taylor Borst is Sr. Director of Marketing & Vendor Relations for American Solutions for Business. Joining the print and promo industry in 2015, she specializes in social media, promotional products, and supplier relations. Taylor is currently a Sous Chef with PromoKitchen, board member for UMAPP, on the PSDA Emerging Leaders Committee and is an advocate for education and youth involvement in the industry. Connect with her on Instagram, TikTok and LinkedIn.