Welcome to the 2018 Power 50 list, which ranks the most influential people in the industry.

#46 Joe Simsolo, Next Level Apparel (asi/73867)

2017 Rank: N/A
Title: Founder/CEO
Industry Experience: 20 years

Another newcomer to the Power 50, Simsolo has grown Next Level into one of the largest suppliers in the market. The firm’s 2017 promo sales increased by 33.2%, reaching $201.2 million. Known for diverse fabrics and youthful styles, NL also has a burgeoning national distribution network that includes over 28 locations. In this Q&A, Simsolo discusses apparel trends, market opportunities and what he learned from his biggest mistake in business.

Q: How did you get into the promo industry?
A: About two decades ago, my father and I ran a successful sublimation printing business in LA. I discovered a very soft fabric that had 35% cotton in it. My customers would buy the fabric, cut and sew it, then return it to my facilities for printing. Eventually, they asked me to deliver them the printed garment as a full package. Later on, I started to inquire more about the ready-to-print blanks market. My surf and skate brands showed me what they were using and what other products they needed. That’s when I decided to start my own brand.

Q: How has Next Level grown so rapidly in recent years?
A:We’ve invested in product, in people and in service. The dominoes have fallen from there.

Q: What sets Next Level apart from other apparel firms?
A:Innovation is a part of our origin story. We were the first brand to offer the 65 poly/35 cotton fabric for sublimation. Then, we were the first to use the CVC blend in place of what was the standard 50/50 blend. Today, we offer signature items like sueded fabric – truly the softest fabric your hand has ever touched, and the Mock Twist which is a unique rendition on an athleisure piece. Even with these, we’re constantly looking for the next big thing.

Q: How would you describe your leadership style?
A:My leadership style is that of a coach. I feel like I have lots of experience and knowledge to impart to my team. More importantly, it’s vital that my employees are given the tools and knowledge to better themselves. If I can give them this, they’ll be able to solve problems on their own. Otherwise, I’d never be able to take a day off.

Q: What will be the top markets for promo apparel sales in 2019?
A:I’ll say college merchandise and online-custom products. College merch has never been hotter. More and more people want to align with some sort of identity, and your alma mater is an identity that works for the whole family. Online, custom shops also fulfill the constant search for consumer identity. People like to find unique items, graphics, and so on to call their own.

Q: What advice would you give to your younger self?
A:Take risks. Changing times aren’t a threat, they’re an opportunity to get ahead of the competition.

Q: What’s the biggest business mistake you’ve made and what did you learn from it?
A:Not listening. Having been the boss for so long, you end up having many younger people come in and out of your company. At the time they might’ve lacked experience, but their foresight into market trends is a somewhat self-fulfilling prophecy. The young people in the rooms will be the decision-makers once we retire. So, eventually their decisions become the market trends.