T Time!

Although it was Marlon Brando who was credited for being the one who introduced the T-shirt as outerwear in “A Streetcar Named Desire,” the first T-shirt dates to the Spanish-American War between 1908 and 1913, when it was issued as an undergarment for the US Navy. The style was the traditional crewneck, short-sleeve white cotton shirt.

That traditional shirt is still heavily in evidence today for those who like a minimalist and/or vintage look (nod to Brando and James Dean who also donned the iconic white T in “Rebel without a Cause”).

According to T-shirt screen printers OO Shirts, the T-shirt has an interesting history. For example, perhaps the first major printed T-shirt was a presidential campaign promo:  despite his at-the-time innovative use of the T-shirt with the printed slogan, “Dew-IT with Dewey,” Governor Thomas E. Dewey lost the election in 1948 to Harry S. Truman. One of these shirts is now on display at the Smithsonian.

Tie-dye became the rage for T-shirts in the 1960s, and rock bands saw them as a great vehicle for promotion, such as Janis Joplin and the Holding Company, Grateful Dead and more. The 1970s and 1980s boomed in self-expression Ts with an explosion of transfers to heat-press one’s favorite slogan, band logo or other popular motif or saying.

And, according to OO Shirts, when malls became a hive of activity selling customized Ts (along with the “swag” offered by touring rock bands), companies began to see “how powerful T-shirts were in terms of sales and branding.”

Modern Trends
Print-wise, according to the graphics team at Bonfire, the T-shirt print design company, there are key trends in prints for Ts this year.

Abstract drawings – “a rise in quirky and geometric drawings borrowing styles and color schemes from the ‘90s.”

Pocket print – for T’s without pockets, a faux pocket can be printed complete with logo.

Sketchbook drawings – a “textural, hand-drawn look.” Good for larger designs and a single ink color.

Side-aligned type – big type aligned to the left or right is bold and yet keeps “a minimal aesthetic.”

Repeating text – this is an intensifying design trend even in home décor (sayings on pillows, for example). A client’s logo or key phrase can be repeated on the front of the shirt for a dynamic presentation.

More ideas come from Printsome.com whose team is seeing other trends in print, such as “art school projects,” that look like collages or an experimental portrait; and Chinese dragons “drawn in an Ed Hardy style.”

Other trends in T-shirts, according to Printsome.com is layering complex designs with flat colors, printing on all-over camo Ts, and logos/designs done in foil.

There are several trends in style that are gaining more consumer demand (and thus from your customers). For example, Genevieve Lopez of Next Level Apparel, says that for this summer, the top trending pieces being ordered from her company are items from The Festival Collection, specifically the Women’s Festival Crop Top. “You can’t go to Coachella, or any other music festival, without seeing a crop top! Sun-kissed colors are trending and setting the tone for those summer vibes,” she describes, adding that men have the option to dive into some comfort colors with the Inspired Dye Collection.

Two popular styles that Lopez expects to trend this year for Next Level are the ultra-soft Women’s Ideal Flow Tee, featuring dropped tail and relaxed crew neckline; and the Boyfriend Tee, a lightweight fitted T.

New Options
Citadel Brands offers the Ladies Cool T which is “cut to a feminine fit and made from a lightweight Neoteric™ smooth fabric to wick sweat away from the skin,” according to the company. It features a self-fabric crewneck and cap sleeves and is non-restrictive. Available in bright colors (such as yellow, red, pink, blue) and more hues, not only can it be worn as activewear, it can be layered for a sleek look in an office or for day wear.

Similarly, it’s men’s Cool T, made with the same fabric and crew neck, has a relaxed fit and is available in 30 colors. For men and women, Citadel Brands Contrast Cool T is for team sports. It features raglan sleeves for full range of motion, and a classic self-fabric crewneck. Available in four color combinations.

S&S Activewear has numerous new T-shirts for men and women: Bella+Canvas’ Unisex Short-Sleeve Heather Jersey Tee, Alstyle’s Classic Short-Sleeve Tee, Alstyle’s Ultimate Tee, Alstyle’s Heavyweight Short-Sleeve Tee, Alstyle’s Premium Short-Sleeve Tee, JERZEES’ Premium-Blend Ringspun Crewneck T, Alstyle’s Classic Long-Sleeve Tee, Boxercraft’s Women’s At Ease Scoopneck Tee, and American Apparel’s Women’s 50/50 Poly/Cotton T.

This year Next Level launched five new T-shirt styles and new colors options, according to Lopez. The company also expanded size options for women, and more relaxed fit Ts to fit more body types. The three styles are the Women’s Festival Cali Crop, Ideal Flow Tee, and the Women’s Relaxed V. “We also launched two unisex styles, the Power Crew and the Mock Twist Short Sleeve,” she adds.

T-shirts are truly an easy garment sell because everyone loves to wear them, and when given for free, makes it even more special. Now they may not be “dressy” but they are comfortable and fashionable, and with hundreds to choose from, your client can find the perfect mix of Ts for any campaign whether limited time or all-year, for purchase, or gift with purchase, or “thanks for just being here, remember us!” giveaways.