Russell Athletic’s Dri-Power Fleece Crew Sweatshirt and Cotton Performance T-Shirt
are both ideal for any active lifestyle. Photo courtesy of Fruit of the Loom
Though the performancewear category has not undergone sweeping changes, several dominant trends will continue throughout the rest of the year and into 2025, as volume, weight and versatility remain key trends. Comfort is paramount, yes, but durability has taken a front seat when it comes to consumers with active lifestyles. Every detail counts, from a zippered pocket for valuables to a drop tail for layering year-round. Also, per the norm, sustainable practices remain as in-demand as ever.
“Comfort is still No. 1, when it comes to future development, with sustainability being a short follower,” says Kristen Vincent, senior merchandise manager, Fruit of the Loom, JERZEES, & Russell Athletic. “Beyond durability and function, performancewear should have some kind of sustainability aspect to it. Sustainability will become expected, no longer a plus 1.”
Wearers will continue the want for clothing that lasts and performs the way it is intended, agrees Bryan Kiel, director of marketing, Edwards Garment. The company invests in testing fabric to ensure it can withstand 50-plus washes.
“As a uniform supplier, we prioritize testing when looking at bringing a new style to market,” Kiel says. “We do this because we want to launch styles that you can wash and wear again and again. Apparel buyers don’t want to waste their money on a style that is going to snag, fray or lose its color after a couple of washes.”
Staying Current and Trendy
Moisture-wicking fabric also continues as a fast-growing category of the performancewear segment. Generally made from 100-percent polyester with micro-weave yarns, the fabric is breathable and will keep the wearer dry. It is, inherently, an extremely durable fabric that will not fade or shrink.
“Due to the incredible demand for the fabrication, we continue to add new colors and styles,” says Eric Rubin, CEO, Blue Generation. “We recently added a long-sleeve polo version of our top-performing Avenger Polo BG7602, and it was an immediate success. We plan to expand the category even further for 2025 to include a long-sleeve, hooded pullover.”
Blue Generation also has seen success in color-blocked athletic polos and T-shirts equipped with moisture wicking technology.
All-Around Eco-Friendly
The demand for sustainability in the manufacture of apparel and the content of fabrics remains incredibly important. Vincent says sustainability is a necessity within
Don’t sweat the details while wearing the 2-layer bonded fabric of the Performance
Tek Jacket. Photo courtesy
of Edwards Garment
performancewear, with 100-percent of JERZEES’ styles being free of any harmful substances.
“I would say the wholesale channel has caught up when it comes to the transparency of positive manufacturing efforts, such as reduced water usage, energy and product waste,” she says. “At Fruit of the Loom, we achieved zero waste for five consecutive years, which is a significant contribution to turning around the negative impact apparel has on the environment.”
Regarding product makeup, Vincent believes more advancements are on the horizon. Currently, recycled fiber content is the most common attribute. JERZEES, for example, uses sustainably sourced cotton grown in the United States in all internally produced styles. The company also recently launched a 3-End 57 Combed Ring-Spun Cotton/43 Recycled Polyester Fleece collection. Each garment is moisture-wicking and saves more than seven plastic water bottles.
Kiel agrees that sustainability continues as a dominant factor, but does not necessarily believe the channel has caught up to the sustainability trend. Still, eco-friendly styles are a must among offerings.
“So many buyers are taking the sustainability of a product and even a supplier into consideration when making a purchasing decision,” he says, adding that while sustainability isn’t a deciding factor in most purchase decisions it often can be for larger opportunities.
The Decorating Method
Impactful colors moving into 2025 will be natural—colors that have transformed into long-term core colors over the last few years. Often earth-inspired, these colors
JERZEES’ NuBlend Unisex Hooded Sweatshirt is pill resistant and features high stitch density for a smooth printing canvas. Photo courtesy of Fruit of the Loom
reflect consumer desire to continue sustainability efforts. Examples include hues like golden pecan or vintage white. Fabrics must remain versatile as well, with team sports calling for more vibrant hues.
“Our performancewear lineup of styles is versatile for all sports in many designs,” Rubin says. “The three most popular fabrics and textures in moisture wicking are jersey, which is a flat weave finish; micro-pique, which has a bit more ‘pique’ texture; and textured mesh, which has the most textured pattern knitted into the fabric. Team sports usually gravitate to more vibrant colors, and we offer one of the most comprehensive lineups of colors to choose from.”
Direct-to-film (DTF) is the primary printing method that will affect performancewear decoration going forward, and for good reason: it endures without compromising the garment and lends itself to fashion-forward styling. DTF-printed fabric also has superior elasticity, which will in turn allow it to keep its appearance when the garment is stretched and leave functionality intact.
“DTF is going to become a very important tool in decoration,” Rubin says. “The blending of color in DTF is more versatile than screen printing, and the minimums can be lower. It will certainly be important to performancewear.”
Meeting Demand
In terms of price point, sustainable fibers continue to come at a high cost, with limited supply in the Americas, but more availability in Asia.
Ideal for the golf course and other outdoor activities, the short-sleeve raglan polo will keep you cool using BLU-X_DRI moisture-wicking technology with UPF 30 rating. Photo courtesy of Blue Generation
“Less is more as we continue to see inflationary pressures and slower apparel sales, due to customers’ closer lookout on discretionary spend,” Vincent says.
“Because of the higher inventory and yarn supply issues we have endured over the last few years, we have focused our efforts by reducing the number of yarns we manufacture. It has been a balancing act. We had to get innovative with current supply, but also make sure our product is right for the market.”
Along these same lines, Edwards Garment has changed its sourcing model, focusing on multi-sourcing to help minimize the effects of supply chain issues. Turnaround times are quicker, and multiple options exist for supply from a vendor in, for instance, Central America, versus Asia or Africa. The result has been ample inventory in the company’s Kalamazoo, Michigan, warehouse.
“When Edwards Garment purchased Bishop Custom Clothing in November 2019, the company gained resources and forged new relationships with vendors in several countries worldwide,” Kiel says. “This allows the sourcing of sustainable fabrics and gives access to fabrics the company may not have had without that acquisition.”
Kiel notes Bishop has been rebranded as EdwardsX, but retains the necessary resources to achieve an apparel buyer’s sustainability goals. The relationships developed through the acquisition also helped Edwards Garment launch Point Grey, a brand of eco-friendly, ergonomically focused business casual apparel.
“The biggest challenge facing everyone is the shipping lines with vessels being diverted around the world, due to closures of normal routes increasing transit time,” Blue Generation’s Rubin says. “Consequently, we need to plan earlier to compensate for delays and deliver on time.”
Listen to the Consumer
In the end, the voice of the customer is paramount. Merely listening and remaining aware of the direction consumer demand is taking can mean the difference between hitting a homerun and striking out.
“Being a supplier, the voice of the customer can come from our distributor or the end user,” Kiel says. “People buy what they like and what makes them look and feel great. This drives the decisions we make when producing new fabrics or styles. The concept sounds simple, but it’s not always adhered to. If the consumer doesn’t like it, the product won’t sell, and you’ll be removing it from your line quickly.”
Jennifer Morrell is an award-winning writer who has written for a number of national consumer and trade publications. For more information or to comment on this article, email Jennifer at [email protected].
