Impressions - January/February 2021 - 17

" The move to a more
casual athleisure
lifestyle is only
accelerating. "
- Michael Johnson,
HanesBrands Activewear
crop tops and more traditional silhouettes.
According to Summer Scott-Samuel, senior
manager of merchandising at Gildan Activewear, oversized styles - and even oversized
crops - are important for the comfort element in what she has dubbed the " creative
pragmatist " silhouettes.
" You could pair an oversize shirt in a unique
color like mustard yellow with a high-waisted
jean, " she says. " If you're choosing a T-shirt,
you might select the style with an interesting sleeve detail and a compelling graphical
message. Even more relevant are unisex styles
that work for all genders. Fashion will be
driven by the brand's color assortment, fit, as
well as the storytelling [that] brands convey
in their marketing. "
Zimmerman says comfort will remain
a priority - and may even become a top
priority - in the wholesale market. " While
crop tops and streetwear-inspired items may
show up from time to time, we see the bigger opportunity in unisex styling, " she says.
" We check our fits on both men and women
to make sure we provide a universal fit. For
women specifically, we see them buying tees
and cropping them themselves or choosing
to buy oversized [garments] and wear as a
dress. It's more of a styling preference where
the wearer does the customization. "

Trending Tee-Printing Methods
Direct-to-garment (DTG) printing is growing by leaps and
bounds as consumers become more accustomed to the customization opportunities it offers in DTG printing and
custom dyeing.
" DTG will continue to be the leading edge of technology
with its ability to capture intense color and detail, " says
Michael Johnson, director of marketing for HanesBrands
Activewear. " For printers willing to experiment, hybrid
opportunities are endless and exciting. It's great to see
the creativity taking it to new levels. "
The flexibility that DTG can give a shop to fulfill different custom-order quantities is important, especially
in the current era, where e-commerce is central, explains
Summer Scott-Samuel, senior manager of merchandising,
Gildan Activewear.
" Since softer, ring-spun T-shirts are in demand, softer screen prints that are more malleable and move with
the T-shirts will be on buyers' radar, " she says. " However, there's also a segment of the market that wants
heavier-weight, oversized T-shirts and rougher-hand screen
prints for a more old-school vibe. [But] you'll want to
avoid a heavy screen print that feels like you're wearing
a shield on your shirt. "

Retro styles are becoming a common canvas
for futuristic high-tech fabrications. Photo
courtesy of Gildan Activewear.

Sustainable Outlook
Manufacturing shutdowns and distribution delays made for a challenging 2020
throughout the wholesale supply chain.
Although the pandemic hasn't ended, consumers and manufacturers alike are eager
for a return to normalcy.
" We have prioritized our business to be able
to provide ongoing service to our customers
and are taking the time to plan and develop
what the consumer wants coming out of the
pandemic, " Zimmerman says.
As working from home continues, a shift
toward elevated workwear basics likely will
JAN./FEB. 2021

P.17

Impressions - January/February 2021

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