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TREND SPOTTER: STATEMENT SOCKS When the five living U.S. presidents recently gathered in Dallas to dedicate the George W. Bush Presidential Library and Museum, they and the crowd were in for a little surprise. As 90-year-old George H.W. Bush entered the ceremony in a wheelchair, he certainly made a statement with a pair of bright pink socks peeking out from under his tailored trousers, giving his otherwise demure suit and tie combination a touch of whimsy. Statement socks have become a new accessory in their own right for both men and women. They come in countless colors, patterns and messages, and fit right in at the office or the soccer field. Vapor Apparel (asi/93396), which specializes in sublimation imprintables, has capitalized on the trend with a variety of options available with full-color dye sublimation. “We see the custom sock market in three main segments,” says Chris Bernat, partner and chief revenue officer. “There are longer-length customized promotional socks, which tend to come up over the calf and are big for holidays, such as St. Patrick’s Day and Valentine’s Day. Then, there are custom athletic socks, driven by team and sneaker color combinations. Finally, there’s the logoed sock for official branding. It’s a natural extension for companies that are already sublimating, but it requires great color and consistency in the production process.” While Vapor Apparel sublimates on 100% polyester for the best color vibrancy, cotton is the most popular fabric for customers looking for a basic style, says Charles Badgett, owner and president of Sports Solutions Inc. (asi/88876). “Customers want good quality and availability in many colors, and cotton allows us to fulfill that need,” he explains. “Meanwhile, when customers need a more performance-oriented sock, we use wicking polyester as the technical body yarn. It provides excellent comfort and feel.” In addition to sublimation, the knit-in, or jacquard, logo technique remains one of the most popular embellishment methods for socks. “Our knit-in method allows customers to request color changes within the sock, beyond just changing it from white to another color,” says Badgett. “Additionally, customers are knitting more patterns throughout the sock. Meanwhile, with sublimation, you can print just about anything you want. We’ve seen everything from a piece of pizza to amazing colorful splashes.” Bernat has seen momentum continue to build for sublimated socks and doesn’t foresee the trend weakening any time soon. “Statement socks are in many ways the ‘casual workplace tie,’ and we see them doing well in specialty retailers, team sports and apparel brands that want to capture new market share,” he says. “The markets are endless, just as they are for custom printing in general.”
HOW TO: DECORATE OVERSIZED JERSEYS Obviously, these are not simply an oversize version of a standard T-shirt. For example, seams are generally found going across the center of the body and farther out on the arms, which leaves a large, roughly 30-inch seam-free imprinting area for lettering to run unobstructed in an arch from shoulder to shoulder. “Print size is dependent on size of the shirt,” warns Darren Amato of New Jersey’s Ambro Manufacturing (asi/35201), a contract screen print and embroidery business specializing in large-format printing. “Normally, you’d just size it for the smallest-size shirt in the run, within reason,” Amato explains, but the need for the lettering to extend over the shoulders just right requires separate screens for each size of oversize jersey in an order. “People are looking to see the arch extend onto the sleeves, and if that doesn’t happen, it doesn’t have that signature look,” Amato says. Heat-printing experts Ted Stahl and Josh Ellsworth of GroupeSTAHL say decorators can achieve the same effect using transfers. “Graphics for different-sized garments can be sized in the software and cut without consideration of burning another screen,” Stahl says. In addition, a 16-by-20-inch heat platen is sufficient for printing on each size of jersey in a simple two-step process involving printing one side of the garment at a time. “Typically, print sizes range from 26 inches wide for an adult extra-large to 16 inches wide for a youth medium, with 6 inches to 9 inches as max height,” says Ellsworth, who also recommends using a threaded heat press. “This allows the front collar to hang beneath the press and not impact pressure across the back shoulder area. It also makes it easy to align the shirt and graphic, sliding the shirt side to side for pressing in two steps.”
BERNINA’S ROCK STAR VISITS U.S. They call him the “rock star of the sewing industry.” Hanspeter Ueltschi, fourth-generation owner of manufacturer BERNINA International, breezed across the U.S. this month, leaving a trail of signatures in his wake. On a stop at Byrne Sewing Connection in the Philadelphia suburbs, Ueltschi joked that the value of any BERNINA machine he signed would automatically increase by $1,000. During his handful of visits to the U.S. each year, Ueltschi estimates that he autographs several hundred sewing machines and books for gushing customers. “Everyone wants to have a signature,” he adds. “I really like this contact with the end-user and our dealers. … It’s so nice to hear the consumers thanking me. They are so enthusiastic.” Debbie Byrne, a BERNINA dealer for 26 years, knows why the machines inspire such loyalty in customers: “They’re easy to use, they’re fun, they’re strong and they last.” Customers at Byrne Sewing Connection also praised the manufacturer’s commitment to training, touting its in-depth webinars and e-books. Ellen Conoscenti, who teaches embroidery and sewing classes at the shop, agreed with her peers’ assessment. “I like BERNINA because they stand behind their product,” she says. During what was an intimate gathering of sewing enthusiasts, Ueltschi discussed the values BERNINA espouses, from family and tradition to quality and innovation. An emphasis on education and a knowledgeable dealer network are also paramount. “A sewing machine is not so easy to learn,” Ueltschi says. “It’s not like buying running shoes.” Both hobbyists and professionals require training before they’re ready for the stitcher’s equivalent of a marathon. “Sewing machines can be sold in our price range only… with a specialized dealer who has a good education.” Ueltschi also mentioned his company’s recent forays into the “prosumer” segment, purchasing commercial embroidery manufacturer Melco two years ago and releasing new commercial-quality embroidery and long-arm quilting systems. The E16 is BERNINA’s first multi-needle embroidery machine, with 16 needles and a patented narrow cylindrical lower arm. Two long-arm quilting machines, the Q24 and Q20, feature a quilting frame and computerized option. “BERNINA has come a long way,” he says. With 60% of sales for the century-old Swiss company generated in the U.S., Ueltschi says his regular visits to the country are important, to keep a finger on the pulse of the thriving American market. Plus, he adds, it gives the company’s 450 U.S. dealers incentive to perform well to earn a stop on his busy nationwide tour. “That’s why I come here,” he says.
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WHAT'S HOT ON STITCHES.COM In this month’s podcast, Amrou Awaysheh, an assistant professor at Indiana University’s Kelley School of Business, talks about how increasing transparency in the apparel industry could help prevent another tragedy like last year’s Rana Plaza building collapse in Bangladesh. Supply chains, he says, have “been a black box for many years.” But in the last five to 10 years, thanks to the rise of social media, customers are demanding more information about how their goods are made. “It’s just changed how information gets out,” Awaysheh says of social media. Visit the Stitches.com home page for more. |
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| TERMS TO KNOW |
Dobby: A decorative weave, usually geometric, that is woven into the fabric. Pantograph: A holding device for frames, frame sashes and hoops, which controls the movement of embroidery fabric in the X-and-Y directions, to create an embroidery design, while the needle remains in a stationary position.
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| NEWS BRIEFS & PRODUCT NEWS American Apparel (asi/35297) announced its total third-quarter sales were $156 million, a year-over-year decrease of 5%. Comparable retail and online sales fell by 7% and 5%, respectively, while wholesale revenues increased by 2%. AnaJet (asi/16000) now offers factory-pretreated black shirts for digital printing that offer savings in time and more consistent results. For more information, visit www.anajet.com. Bugatti-Sedona Inc. (asi/42394) welcomes Mike Oliver as director of specialty advertising, North America. Hit Promotional Products (asi/61125) welcomes Grace Tejchman as a national account manager. Hotronix has introduced the industry’s first Portable Heat Press Laser Alignment System that can be used with any heat press brand. It allows the user to precisely position and align graphics prior to heat printing. For more information, visit www.stahls.com/portable-laser. Impact Promotionz, previously Impact Promotions, is now under new ownership and can be contacted at: 4978 Lynwood Ave., Blasdell, NY 14219; (716) 649-2128, impactstuff@msn.com, www.impactstuff.com. LAT Apparel (asi/65948) has unveiled a new corporate name and updated branding. Previously L.A. T Sportswear, the company has launched a new long-term growth strategy, including distinctive new logos for all product brands that are also co-branded with the new company name. The LAT Pink and LAT Grey lines have been combined into one LAT brand, while the logo designs for LAT, Rabbit Skins, Code Five, Doggie Skins and Sublivie unify all five brands as part of the LAT Apparel family. For more information, visit www.latapparel.com. Lynka Promotional Solutions has announced that founder and CEO John Lynch received the Golden Cross of Merit, Poland’s highest civilian honor, from Polish President Bronislaw Komorowski at the Presidential Palace in Warsaw on Nov. 3. Penn Emblem Co. (asi/77120) announces that, during the month of October, employees were asked to dress down and make an accompanying donation to breast cancer research. The company successfully raised $2,610 for the Susan G. Komen Foundation. |
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Rymax Marketing Service announced that Paul Gordon, vice president of sales, was to appear on “Corporate Review” on the Fox Business Network to discuss the value of loyalty programs. The segment aired Nov. 16 at 11:30 a.m. EST and can be viewed on YouTube. Sara’s Sewing Shed (asi/540575) has relocated to the following address: 12936 Stonecreek #B, Pickerington, OH 43147. SGIA says the winners of the Golden Image Competition were announced at the Las Vegas show held from Oct. 22-24. Among the awards were People’s Choice, which went to “Shell Storage Tanks” by Mountain Commercial Graphics, and the Best of Show: Garment, won by Midi Print Co. for “Patches.” To view a full list of winners, click here. SnugZ USA Inc. (asi/88060) announced that it appointed RaNell Lefler to the position of CFO. Stahls’ (asi/88984) announces that the Hotronix Fusion Print More Package is on sale from now through Nov. 30. View the demonstration video here, and order the package online at www.stahls.com/promos. Vantage Apparel (asi/93390) has hired Joe Eberz and Associates for representation in Ohio, Michigan, Indiana and Kentucky. The Wild Side has launched a retail section of its website to cater to small decorated apparel shops, boutiques and online retailers. This area allows buyers to purchase by the piece rather than by the dozen required for wholesale orders. Visit the new section here.
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| STITCHES MAGAZINE NOW AVAILABLE ONLINE Visit Stitches.com to experience exciting multimedia features, including the latest Stitch Report video and a slideshow showcasing women’s wear. |
CALENDAR Dec. 7-10, Myrtle Beach, SC Jan. 4-6, Orlando, FL Jan. 13-14, New York City, NY Jan. 17-20, Oaks, PA |
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