EXTREMELY INTELLIGENT SUBLIMATION BE SMART ABOUT YOUR PRODUCT OFFERINGS AND ENSURE EXCELLENT QUALITY TO COMPETE IN TODAY'S MARKETPLACE. To view a short video of this process, visit impressionsmag.com/ intelligentsublimation. By Christopher Bernat, Contributing Writer S ublimation is elevating its game and fi nding its way into the mainstream with its own unique space. This decoration method is taking on a more retail-centric approach, while also gaining ground with designers who - until now - resisted synthetics in the cotton-dominant T-shirt market. It now is entering into submarkets; in turn, the world of sublimation is becoming more diverse and sophisticated, and trendsetters are emerging. Polyester has lost its negative reputation as a leisure suit fabric, growing in popularity during the past 10 years as a breathable fabric that wicks moisture away from the body and moderates temperature. These characteristics are valuable in many athletic and active lifestyle 14 § SUMMER 2014 markets. Coupled with the increased popularity of SPF-protection gear for those trying to avoid the sun's harmful rays, these factors are increasing the market for polyester. This fabric has grown in popularity to such a degree that the Cotton Council is directly marketing against it in an attempt to stem its repute. That is a major change from 10 years ago. Some of you may have retail-branded clients, and a select few of you may even have retail brands of your own. However, most of us are slugging it out in the retail custom shirt market. It's you versus the group down the street. The concepts and products in this article can become difference makers as you move through 2014 in search of new revenues and more customers.http://www.impressionsmag.com/intelligentsublimation