Wearing Well!

Following closely behind plastic daffodils, key rings, mugs and pens, (which were among the first promotional items), the t-shirt was probably the first textile promotional product of any note. Like many products in the promotional market, the t-shirt has evolved from its early days when it was created as a throw away item. Today the t-shirt is just one garment in the promotional wardrobe, which also houses fleeces, caps, shirts, ties, trousers, etc., etc.

Unlike its early ancestors, today's promotional clothing is designed to be worn again … and again … and again, to keep reinforcing the brand or product it is promoting. In fact, promotional clothing has come so far that, far from receiving the garments free, there are occasions where the public actually buys branded garments. Garments can be bought for any reason from the wish to show membership of a club, empathy with a cause or ownership of a prestige car.

On the other hand, the ubiquitous t-shirt can be compressed into a variety of shapes and used to endorse a brand. Examples of this were on show on the stand of Publicity World Spain, S.L., www.shrinkfactory.com at the recent Promotional Marketing Exhibition, held at Olympia last week (17-19 April) (See preview elsewhere in this news-mail.) When immersed in water, these t-shirts quickly 'grow' back to their normal size and reveal the logo or slogan chosen by the promoter.

ECO FRIENDLY T-SHIRTS
Eco-friendly t-shirts are another development. T-shirts, manufactured from naturally sustainable bamboo (a light and almost translucent yarn that feels like silk but with the practical advantage of being machine washable), are gaining popularity in the fashion world and again were on show on the Eco Incentives stand at the Promotional Marketing Exhibition. www.ecoincentives.com

Providing all of the usual benefits of normal cotton t-shirts, the use of bamboo provides a number of additional benefits. This natural fibre is hypoallergenic, absorbent, and is naturally anti-bacterial so will not hold odour. Bamboo is a most sustainable natural fibre, reaching a mature height of 75 feet in just 45 to 60 days. And, because of its natural antibacterial properties, it needs no pesticides. It regenerates naturally through an extensive root system that sends out an average of four to six new shoots per year and can be harvested repeatedly. 100% biodegradable, when your bamboo garment finishes its useful life, it can return to nourish the earth, as it is.

THE SPORTY LOOK
On a more sporty note, Designs On U have just introduced custom made cricket, hockey and football shirts, all UK manufactured with a turnaround time of four weeks. The typical cricket shirt design provides for contrast side panels, placket and piping and the design enables customers to place logos on collars, sleeves and front and back to create the most impact.

Designs On U provides a free digitising and print design service for each team shirt order and will supply the garments complete with matching sweaters custom made.

THE FORMAL LOOK
But, promotional clothing can be formal too. Redmark offers Brook Taverner's 'Sophisticated Collection'. Tailored from the finest wool with lycra fabric this collection is high performance, ultra lightweight and washable. The collection comprises 14-pieces, with fashion and classic pieces to suit all wearers.

Choose from 5 jackets, 3 trousers and 2 skirts with matching menswear available in 2 and 3 button jackets with pleated and plain.

But choosing promotional clothing is not for the feint hearted. Forget your own preferences – it's unlikely you will be wearing the garments and anyway, they should be designed to reflect the brand or product being promoted. Take a look at our TOP TIPS on specifying promotional clothing from Liz Karn, MD, Merit Promotional Clothing.

So, the promotional t-shirt, one of the original promotional products, is alive and well today, having evolved in different directions to serve today's demanding brand and consumer objectives.

KEY PROMOTIONAL ITEMS
The same is true of key rings (or key fobs as their posh cousins are known). Once made of the flimsiest plastic, branded key rings are now also made of wood, leather or metal and again, as well as being given away to promote brand awareness, they are also purchased by those who want to show membership or ownership.

Just like the t-shirt has spawned a whole collection of promotional clothing, the success of the key ring has led to the development of a selection of motor accessories to promote car marques or to remind drivers of other brands whilst they are driving.

John Kirk of Big Brand China, which manufactures and supplies a vast range of promotional products, says, "Although key fobs have been around for many years, they are still popular and you can now produce them in a wide variety of materials and finishes.

You can also use them as the 'key' to introducing other related products to your clients, such as the visor CD holders for instance."

Setting a milestone in durability and volume in the world of promotional gifts, Special EFX has announced that over one-million Jumper key rings have been sold since their introduction in 1999.

From its initial launch in natural aluminium and blue, the popular 'little skipping man' is now available in a broad palette of shades to co-ordinate with most corporate colourways.

Standing just 35-mm high and featuring a durable steel-cable key restraint, Jumper can be easily and permanently branded by laser engraving. www.efx.co.uk

Innovation is the name of the game and many of today's most successful promotional products are just new slants on tried and trusted products. However, the same can't be said of hi-tech promotional products, which is the subject of our May feature. We are still constantly being amazed at the hi-tech wizardry that can be created in the name of promotions. So, e-mail me your latest hi-tech product and accessory news if you want to be included in the feature, or with any other company or product news for our news section.

Carole Bull
Editor

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