2022 Style Guide: 5 Trending Fashion Looks (and How to Bring Them to Promo)

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2022

Style

Guide

Photo: Getty Images by onurdongel

Five feel-good fashion looks taking over 2022 — and how to get them for your promo clients

by Cassie Green
May 2022

With 2022 in full swing, many are feeling the relief of being on the other side of the first Omicron wave. Even though effects of the COVID-19 pandemic continue to negatively impact everything from paper supplies to shipping processes, there is one positive that has risen to the top in the form of apparel trends.

Between the need for something good, the ongoing influence of sustainability and the growing power of millennial buyers, apparel trends this year are a combination of re-emerging nostalgia and renewed optimism.

As styles new and old make their way into the promotional products industry, distributors should pay attention to what’s hip if they want their sales to grow. Here are five style trends to watch for 2022.

Style No. 1: Sustainability

The idea of “greener” apparel remains a top priority for consumers. “One of the biggest trends we’re seeing in the industry is eco-friendly,” observed Brian Deissroth, senior key accounts manager for Augusta Sportwear, Augusta, Georgia. “You look at what’s going on in general—people and companies are being more responsible for their eco footprint. There’s more focus on recyclable and sustainable products.”

It’s a trend that has staying power, especially in an industry that isn’t exactly known for being sustainable. But, according to Rachel Hoskins, sales manager at Threadfast Apparel, New York, that is changing.

“Sustainable is a trend continuing to grow and I don’t think it’s going anywhere,” she remarked. “It should be on our radars of how to purchase blanks more mindfully.”

For distributors looking to incorporate eco-friendly styles, it comes down to educating customers. Hoskins said that if a customer comes to you requesting the cheapest product, explain why that might not be a good “green” idea.

“If it’s cheap, it’s worn one time then thrown away,” she said. “You want a T-shirt to be someone’s favorite, so they wear it more than once. If it’s getting worn more than once, it’s less wasteful.” Top that with the fact that more wears mean more exposure, and it’s a sales (and style) win.

That also carries over to the decorating aspect. “Printing or decorating with eco-friendly processes should also be highlighted alongside a sustainable, organic or eco-type offering,” noted Mara Mustola, director of sales, custom programs for Golden Goods USA, San Francisco. “Many of our clients, new and repeat, have become very invested in eco-friendly garments and processes, which includes water-based ink printing.”

Seen here: Unisex Sherpa Lined Denim Jacket by Threadfast Apparel

Style No. 2: Flattering Fits

While boxy, unisex tees have dominated the scene over the last year or so, flattering fits are gaining traction. That said, a relaxed style is still key, and as Deissroth pointed out, this is particularly true for corporate wear.

“Women make up more than 50% of the workplace, so you want a corporate uniform to look good and feel good,” he said. “You don’t want women to cover up something because they don’t feel good in it.”

Mustola agreed, noting that although casual approaches emerged as acceptable workplace looks during the pandemic, that doesn’t mean fit should be compromised. “Clients have been more interested in a flattering fit that celebrates the body versus a baggy unconstructed piece,” she said.

Similar to the desire for sustainable styles, flattering fits fall under the feel-good category. “Many of the popular trends we’re seeing right now are still being brought on by fulfilling certain sentiments that we’re prioritizing,” shared Catherine Tremblay, senior merchandising manager, private brands, for alphabroder, Trevose, Pennsylvania. “Apparel that elicits a positive response, whether from an emotional standpoint or a purposeful one, seems to be at the forefront of consumers’ buying behaviors.”

Seen here: Women’s Relaxed Crew Tee by Golden Goods USA

Style No. 3: Bold, Bright and Filled With Patterns

Anything that stands out has found a place among this year’s style trends. “Bold colors, vivid prints, good joyous mood-boosting pieces are so popular this year since we’ve been down in the dumps,” said Hoskins. (Noticing a theme here?)

“There is an awakening of the senses as the pandemic wanes, a desire to celebrate and enjoy life is translating to purchases of dopamine brights in everything from T-shirts to track suits,” added Vicki Ostrom, trend editor at SanMar, Issaquah, Washington.

This specifically ties back to millennials being the primary buying group, and, for them, nostalgia is another way to elicit positive emotions. “We just want to feel good, and what’s better than nostalgia?” Hoskins asked. “Millennials are decision-makers and are going back to what makes us feel good.”

Younger buyers also want to work with distributors who offer trendy end-products. “Who’s going to pay attention to you if you aren’t on trend?” Deissroth asked. “Remain relevant and offer your clients [ways] to keep their brand relevant and fresh, and ultimately top of mind.”

To do so, distributors have to make the extra effort to get to know their customers’ needs and purchasing habits. “Apparel can [sometimes] be out of sight, out of mind for a buyer, so you need to bring it up,” Deissroth said. “If you’re not offering trendy apparel right now, you won’t bring in the sales. Present the pen, present the T-shirt. Do your homework on the customer and end-user.”

Seen here: Russell Legend Polo by Augusta Sportswear

Style No. 4: Comfy Apparel (With a Message)

Custom apparel done right supports the consumer need to feel good. “The magic is also in the art or design,” Mustola said. “... Creating a product that is so loved that clients don’t want to ever take it off should be the end goal.”

Fully custom PMS color-dyed garments, custom woven tab labels for the hem or sleeve, and private-labeled inside neck prints are a few options currently resonating with clients, she said.

Distributors can take it one step further and offer comfy customized clothing for a winning combo. “We’re seeing strong trends in comfy attire that make people feel warm and safe, but also within workwear and innovative tech apparel categories that fulfill more specific uses and activities,” noted Tremblay. She went on to say that these types of garments elicit an emotional response that affects buying behaviors. “More and more end-users are looking to find solutions in promotional apparel that are on-trend and make them feel good wearing it,” she added. “If they do, they’ll wear their product(s) both in and out of work environments, which translates to more exposure for the brand.”

Customized apparel sends a message about the wearer, and sometimes that message is associated with a certain brand the wearer has personal feelings about. “Brands are seeing outpourings of positive feedback as they begin to include a wider group of customers and customer images in their advertising,” said Ostrom. “Authentically sharing their platforms with gender-inclusive, other-abled, racially diverse customers has naturally brought more voices to the table of many brands.”

Seen here: New Era Coach’s Jacket by SanMar

Style No. 5: Hybrid Gear

With this trend, we’re talking about styles that fit both the corporate and casual world—helping wearers transition from work hours to happy hour.

“Many of our corporate clients have reached out to us for fully branded joggers and matching fleece hoodies or raglans,” Mustola said. “Our corporate branded culture/clientele is very interested in having us ‘cool’ up their whole vibe.”

This again plays back into the emotional response corporate and branded gear can tease out. “Anything that’s cool and different, like denim, drives perceived value, and people love that and are aware of it,” Hoskins said.

She pointed out that employees aren’t likely to wear a boring, improperly fitting corporate polo more than once, which is all the more reason to offer something flexible, comfy and hip that checks all boxes of life. “It’s like the employee saying, ‘Wow, what a nice, thoughtful gift from my company that I actually love.’ People should be proud to wear it, even with corporate apparel,” Hoskins said.

Much of this shift can be attributed to the pandemic. “Staying up to date with fashion-forward ideas, customizations and differentiating styles is very helpful when you work in a world of redundant patterns, stagnant color availability and current supply chain issues,” Mustola said. “Staying ahead of the curve with exciting new and fresh options will open new doors and enlighten clients on something they might not have ever thought of or knew was possible before.”

And, ultimately, keeping on top of apparel styles leads to more business. “The average amount of apparel business is rising, and that’s where the margins are—that’s where the money is in this industry,” Hoskins said. “Let’s push the boundaries of how we make something more sustainable or more unique.”

Seen here: Dri Duck Men’s Craftsman Ripstop Short-Sleeve Woven Shirt by alphabroder

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