Counselor Top 40 supplier SanMar (asi/84863) is looking to Europe for its latest collection of sustainable apparel.

The Issaquah, WA-headquartered company announced an exclusive partnership with Belgian brand Stanley/Stella, with plans to bring 20 premium sustainable tees and fleece to the U.S. market this spring.

Jean Chabert, CEO of Stanley/Stella, said the partnership made sense because SanMar shares common values with his company. “SanMar’s extensive reach and top-tier logistics make them the perfect partner to help us deliver our premium, sustainable garments across the country,” Chabert asserted.

SanMar (asi/84863) is bringing the Stanley/Stella brand to the U.S. promo market, including styles like this women’s hooded sweatshirt (SXW035), which is made of 80% organic combed ringspun cotton and 20% recycled polyester.

Founded in 2012, Stanley/Stella is known for on-trend blank apparel that’s decoration-friendly. In its 2025 spring catalog, SanMar will launch 20 styles – featuring an assortment of Stanley/Stella’s most popular unisex and women’s premium organic cotton tees. There’ll also be organic cotton and recycled polyester fleece in vibrant colors and heathers in a range of core and lifestyle silhouettes redesigned for the U.S. market, according to the supplier.

“We’re always looking for that ‘good, better, best’ in our product assortment to give our customers a range of versatile options,” said Shelley Renning, vice president of merchandising at SanMar. “Stanley/Stella elevates basics in the ‘best’ category because of its level of quality, exceptional hand feel, printability and sustainability, which uniquely positions the offering in our market.”

Stanley/Stella is one of the top global buyers of organic cotton and has active accreditation and memberships with GOTS, Fair Wear Foundation, Textile Exchange and PETA. The brand is also committed to transparency, documenting extensively on its website and in its annual sustainability report how it traces its supply chain from farm to fabric.

That transparency “speaks volumes about their sense of responsibility for worker well-being and a deep care for the environment,” said Emily Gigot, senior manager of sustainability at SanMar. “Through the factories they work with and materials they source, Stanley/Stella provides a fantastic option for the most discerning of sustainability consumers.”

SanMar noted that samples from the collection will be on display at industry trade shows next month, including at ASI Orlando, being held Jan. 4 to 6 at the Orange County Convention Center.

SanMar has been in business for more than 50 years. Based on estimated 2023 North American promotional products revenue of $3.6 billion, SanMar ranked first on Counselor’s most recent list of the largest suppliers in the industry. SanMar CEO Jeremy Lott ranked third on Counselor’s 2024 Power 50 list of the most influential people in the promotional products industry.

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