Impressions - January 2020 - 25

n 2020, expect the basic tee to be anything but basic. Like last year,
expect trends to reflect both identity and versatility. However, this
year comfort will be king.
"Basic tees are evolving and serve so many more purposes now
than ever before," says Jennifer Oleksik, design and merchandising
manager, LAT Apparel. "The basic tee is now, more than ever, a staple
fashion item while also continuing to serve as a commemorative item
from a concert or a way to represent your favorite team. As trends
evolve and the presence of athleisure continues to grow stronger, the
basic tee is so much more than basic for 2020 and beyond."

By hilary daninhirsch,
Contributing Writer

Identity and Versatility
Even the softest-spoken apparel wearers can say a lot with their embellished clothing, including tees.
"Historically, identity was based on your family or perhaps the town
you grew up in, but with urbanization and frequent relocation, that's
challenging," says Jeanene Edwards, vice president of marketing and
merchandising, Fruit of the Loom/JERZEES. "Wearing a T-shirt
with a clever, funny or inspirational, type-based print is a great way
to instantly tell people something about yourself.
"The other factor for 2020 is that it's an election year," Edwards
adds. "No matter what party you support, it's all positive for decorators, as it means a year with increased sales. Even flubbed sound
bites, 'hot-mic' moments and leaked text messages will end up on
the front of a T-shirt somewhere."
Versatility is another characteristic that will stick around in 2020.
After all, the options for styles, fabrics, styling and colors seem endless. Oleksik says easy-to-wear, transitional pieces that are both casual
and fashionable will be trending.
"Everyone has a favorite tee that they like to wear around the
house or when hanging out with friends," says Marcus Davis, product
development manager, HanesBrands. "If that same tee gives added
benefits, such as [ultraviolet] protection, wicking or anti-odor performance features, then the desire to wear the tee more often or in
additional settings is always a bonus. It's in a screen printer's interest
to offer tees with added benefits because of the likelihood they will
be worn more often and in more settings."

Influx of Influencers
While Millennials still influence T-shirt
design and end use, Davis and Edwards agree
that Generation Z (people born between
1995-2015) also has a strong voice in the
industry.
"Generation Z is young, but they're
connected and rather influential in the
fashion industry," Edwards says. "They
tend to value individuality over conformity. Social media will influence trends
for this generation more so than retail
or manufacturers."

Mashups - think
camo patterns, raglan
and race stripes in
one shirt - will be a
trend in 2020.
Photo courtesy
of LAT Apparel.

Generation Z also is concerned with global
issues and has strong values. "Their voices
can very quickly make or break an apparel
brand or product offering by posting positive or negative reviews," Davis says.

JANUARY 2020

P.25

Impressions - January 2020

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