Impressions - April 2023 - 13

T
oday's athletic teamwear is a fusion of fashion and function. Comfort
reigned supreme at the height of the pandemic, and there
are carryovers from that lifestyle for today's brands. People are,
of course, also demanding performance out of their athleticwear,
especially when it comes to outfitting sports teams.
Industry experts agree several concepts will continue to shape 2023's
athleticwear trends: versatility, sustainability and comfort, along with
fashion, sublimation and customization. Feeling good and looking good
will go hand-in-hand.
Sustainability
The idea of sustainability may have started as a " trend of the month "
but has since transitioned into a concept valued by both consumers and
brands. Customers are demanding sustainable products in many clothing
categories, and athleticwear is no exception.
Importantly, this call for sustainability goes beyond just the product
level. " [Customers] want to know that suppliers are committed to responsible,
transparent manufacturing, from sourcing to delivery, " says
Marcus Davis, product development manager for HanesBrands Printwear.
" A printer tells a shirt's story with embellishment. But it's also
important that printers know the story behind the shirt. "
Augusta Sportswear is also noticing a continued consumer shift to
sustainable products. To illustrate, the company produces a collection
called Eco Revive with at least 50 percent recycled content in each item.
Similarly, Grace Owen, brand manager with TriDri, has noticed this
trend in Europe, as well as in the United States, with brand transparency
being especially important. " It is not enough anymore to use the words
'sustainable' and 'recycled.' Customers want proof, with certifications to
back up the buzzwords, " Owen explains.
That said, while Roget Chavez, vice-president of Domestic Manufacturing
and Embellishment with Game Sportswear, says he has noticed
an increased demand for sustainability and recycled apparel, his
opinion is that it is still not a major driving force in decisions for most
team wear, nor does he see this changing in the near future.
Materials: Comfort and Eco-Friendly
Comfort is key in many clothing categories, but with athleticwear making
sure a garment is suitable for dealing with perspiration is equally
important. That is why synthetic fabrics, including poly blends, continue
to be popular, because of their stretch and wicking properties.
Recycled polyester and organic cottons are becoming more popular as
well, as they provide this kind of performance while also satisfying the
increasingly important eco-conscious consumer demographic. Along
these same lines, chemical-free cooling and UPF ratings remain critical
in consumers' minds.
Although fashion is becoming more important in team wear, function
and performance should never be discounted, says Russ Neale, senior
vice-president of marketing, Founder Sport Group. " Whether it's a
wicking-antimicrobial jersey that keeps the player dry or a dura-light
micro-mesh that helps keeps the player cool, a great uniform helps athletes
perform at their peak, " Neale says.
Chavez agrees. " Lightweight, wicking and high-performance micro-mesh
fabrics give the athlete tangible benefits on the field or the
court. High-tech fabrics are often introduced in professional or college
sports and then make their way to other levels of play. " By way of example,
Chavez says four-way stretch fabrics are especially popular at
the moment, as they serve to blend function and style.
Style: Fashion-Forward
Fashion, of course, also plays a major role in team sports, with amateur
teams aligning their choices with those of professional teams. However,
it's important to keep in that that the degree to which fashion influences
athletic wear depends on the sport. Some sports, like football,
for example, tend to stick with a more traditional look, with pro soccer,
perhaps, going a little bolder.
The Ventura Soft Knit
Hoodie from Holloway
features moisture wicking
and side vents for cooling.
Photo courtesy of
Augusta Sportswear
Impressions - April 2023

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