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July 19, 2021

Apparel Trends From ASI Show Chicago

Dye-sublimation and sustainability dominated the trade show floor.

By  John Corrigan

Yajaira Beltran didn’t know what to expect at ASI Show Chicago – her first promotional products trade show.

Only three months into her customer service role at Katy, TX-based BAW Athletic Wear (asi/37689), she entered the industry at such a unique time. As sales of personal protective equipment (PPE) have tapered off while the market emerges from the COVID-19 pandemic, distributors are eager to present their clients with the latest products. “I definitely didn’t expect such a huge turnout,” Beltran said.

colorful shirts

Charlotte, NC-based Paragon showcased shirts with UPF50+ for protection from the sun. 

Suppliers returned to the show floor for the first time in nearly 16 months, unveiling their new collections in front of 2,400 distributors. Apparel companies had some of the busiest booths, which is no surprise considering T-shirts are the top product category, accounting for 12.8% of the industry’s total sales in 2020, according to ASI data. Hats and caps ranked fourth, followed by polos and sport shirts.

“Everybody has been asking about inventory,” said Lake Tankersley, sales manager at Garland, TX-based T-Shirt Tycoon Solutions (asi/87000). Aside from rejoicing over finally seeing familiar faces in person, the ongoing supply chain issues plaguing the industry dominated the conversation on the show floor. “We have an advantage because our full-custom solution allows you to make garments to order,” Tankersley said. “You have a longer lead time, but you’re guaranteed to get your product exactly as you want.”

Sustainability was the hottest trend at the ASI Show Chicago, influencing products in seemingly every category. SanMar (asi/84863), the largest supplier in the industry by revenue, showcased many new products made with 100% recycled materials, such as the Port Authority Recycled Performance Polo, Sport-Tek Re-Compete Tee and District Re-Blanket.

red and blue shirts

SanMar has added new products made with 100% recycled materials.

Meanwhile, Top 40 supplier Charles River Apparel (asi/44620) has added another design to its recycled water bottle jacket and an animal print to the New Englander, its signature raincoat.

leopard print rain coat

The leopard print New Englander is quite popular for Charles River Apparel.

Dye-sublimation was another trend with apparel companies boasting about their equipment, processes and product selection. Augusta Sportswear Brands (asi/37461) displayed its cotton-touch tees and hoodies, designed with a polyester/spandex wicking knit that has a soft feel. Plus, with tie-dye all the rage again, the Augusta, GA-based supplier allows you to choose whichever colors you want splashed together onto a stock design.

Tie-dye t-shirt

Retro or timeless? Augusta Sportswear Brands has gone all in on tie-dye.

Charlotte, NC-based Paragon (asi/85988) has also incorporated dye-sublimation, providing shirts with UPF50+ for protection from the sun. “It’s a hot trend in the outdoor lifestyle market right now,” said associate Stan Blair.

Socks were ubiquitous at ASI Show Chicago. Every aisle had a supplier presenting differing lengths, colors, designs and textures. For example, Dunbridge, OH-based Principle Business Enterprises, Inc. (asi/79568, dba PromoTreds) specializes in custom printed slipper socks.

“All of our products are printed with non-slip puff ink on the bottom, so they’re really good for trampoline parks, hospitals and schools,” said Sara Mellott, account executive at PromoTreds. “We recommend pitching them to party planners for weddings, mitzvahs, school dances, anywhere you’re taking your shoes off. Soon, we’ll be coming out with socks for yoga mats.”

customized socks

Atlanta-based Sock Fancy (asi/88073) celebrated ASI Show Chicago with these custom socks.

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