A couple of Counselor Top 40 suppliers are teaming up in a collaboration they believe will be a boon to promo distributors.

Counselor Top 40 firm Blue Generation (asi/40653), an apparel provider with an 80-year history, will begin offering headwear from Cap America (asi/43792), also a Top 40 firm. The move marks Blue Generation’s first venture into the headwear category, with the Long Island City, NY-headquartered company carrying Cap America caps, beanies, trucker hats, performance headgear and more.

Eric Rubin, Blue Generation (asi/40653); Mark Gammon, Cap America (asi/43792)

Distributors will be able to find the Cap America products on Blue Generation’s website starting Jan. 2, 2025, allowing for what executives characterized as convenient complementary ordering of headwear and apparel in one place.

“We are incredibly excited to partner with Cap America and expand our product offerings,” said Eric Rubin, CEO of Blue Generation. “Their dedication to quality, innovation and exceptional service aligns perfectly with our values. By combining forces, we’re enabling customers to create impactful, head-to-toe solutions.”

Distributors ordering Cap America products through Blue Generation will receive free spec samples with a shipper number and no setup fees. Minimums for decorated orders will be as low as 15 pieces on premium styles and 24 pieces on all other styles. Executives said customers will also benefit from Cap America’s infrastructure, including the largest circular knitting operation in North America.

“Teaming up with Blue Generation is a strategic move that allows us to expand our reach and collaborate with a company that shares our commitment to excellence,” said Cap America CEO Mark Gammon. “Blue Generation’s reputation for outstanding apparel is well-known, and we are confident that our headwear will complement their offerings perfectly.”

To be clear, the arrangement is not a merger or acquisition between the companies. It’s what it says: a strategic partnership. Cap America will not be carrying Blue Generation styles.

“This partnership marks a pivotal moment for our business,” said Matt Rubin, director of strategy at Blue Generation. “It’s an opportunity to deliver even greater value to customers seeking customized apparel and headwear solutions. Together, we’re raising the bar for branded merchandise.”

The connection between Cap America and Blue Generation marks another strategic partnership between prominent industry suppliers.

“This partnership marks a pivotal moment for our business. It’s an opportunity to deliver even greater value to customers.” Matt Rubin, Blue Generation (asi/40653)

In August, for instance, Counselor Top 40 suppliers Starline (asi/89320), which specializes in hard goods, and Vantage Apparel (asi/93390), an apparel provider known for its large in-house decoration capabilities, teamed up in a move that expanded the product offerings available through New Jersey-headquartered Vantage’s webstores.

Just last week, Counselor Top 40 firm SanMar (asi/84863), promo’s largest supplier, announced a partnership with A4 (asi/30121), a Vernon, CA-based supplier of performance sports apparel and uniforms that has been in business for about 55 years. The deal will make SanMar the largest nationwide supplier of A4.

Over the summer, Cap America inked a partnership with Counselor Top 40 supplier Polyconcept North America (PCNA, asi/66887). The arrangement has PCNA carrying 10 headwear styles from Cap.

Based on reported 2023 North American promotional product revenue of $61.4 million, Blue Generation ranked 31^st on Counselor’s most recent list of the largest suppliers in the industry. Cap America reported 2023 North American promo revenue of $69.7 million, a performance that ranked the firm 25^th on the annual Counselor Top 40 supplier list. Founded in 1985, Cap America has become one of the largest importers of headwear in the industry. Its products include in-stock, custom overseas, camouflage and USA-made knit styles.

In addition to celebrating its 80^th anniversary in business and forming the Cap America partnership, Blue Generation has been busy adding leadership talent in 2024.

The firm this year named Brett Garran vice president of sales, while Matt Rubin became the fourth generation of the family to take a top role at the company. Meanwhile, Tricia Lyster – a promo pro with marketing experience at multiple Counselor Top 40 companies – joined Blue Generation this year as senior marketing manager.