Menswear 26-42:Layout 1 22/06/2009 09:08 Page 40
MENSWEAR
RSK TECH
Rising to the challenge
company. Jennifer soon twigged to the fact that T Trade online
shirts were not the only thing you could print on Get that website stepped up a gear and don’t just
and when I mentioned that we even had a make a token gesture to a couple of T shirts and a
customer who wanted to print on party balloons, hoodie. Personalise, specialise…and most
her suspicions were confirmed. importantly of all advertise!
“I knew it”, she snapped, "Condoms!" as her Get a state-of-the-art garment designer added to
imagination went into overdrive working out the the site which will allow your customers to
length of message she could fit on a condom personalise their garments with their own unique
using her none too sparse array of previous designs.
boyfriends as mental guineapigs. Her last partner And get a good but manageable selection of
but one could only manage a "Hey" unfortunately. garments into the catalogue that will appeal to a
broad cross section of the market, from the
Microcosmic fashion end to the workwear and leisure end of
Don’t laugh, but in many ways condoms, the the spectrum.
ultimate male accessory, are a microcosm of the Here at RSK Tech we’re amazed by the variety of
menswear industry. What could be more intimate, specialist male sports, hobbies and leisure
personal or closely associated with a man's pride pastimes that generate a requirement for
(and joy) than a condom? personalized leisurewear and equipment – none of
They're gender specific, politically correct, socially which involve donning a condom. It can be
responsible, make a statement, and most anything from football to badminton, or fly fishing
Campbell Cameron, sales and marketing important of all provide pleasure. to yachting. As your business grows and
director with RSK Tech boldly goes where They come in all shapes and your printing and/or embroidery
no man has gone before and takes a sizes, all colours and a capacity grows with it you can
tongue-in-cheek look at the menswear vast array of styles also look at going down the
market and textures, from affiliate route by
ultra-sensitive to propagating links to other
Menswear comes out of the closet extra strong and specialist websites, clubs
Menswear has undergone a quiet revolution in the from plain to or associations and
past 10 years, albeit it at warp factor 8 given just ribbed. They providing all of the
how much ground it had to make up in such a even come in a fulfilment for a
short space of time to catch up with the growing and growing network of
predominantly women’s wear dominated market. ever expanding online retail sites from
Metrosexual Man was the biggest evolutionary variety of flavours, your own print or
change in the history of mankind since Homo but we haven’t quite embroidery shop.
Erectus took his first tentative steps on two limbs figured out how to funnel At RSK Tech we have the
or David Beckham donned his first sarong. that down a broadband technology to let you do all of this.
For the first time in history the thought of a guy connection yet. Which We have versions and editions of
actually going out to shop for his own clothes brings us to the our garment designer suited to
actually became socially acceptable. And men even technological challenges. different garment decoration
found it to be quite a pleasurable experience. Let’s It goes without saying technologies and different sizes of
face it, it beats putting up another bloody shelf! you’re going to have to business.
tread very cautiously We can also do API integration
Something for the weekend? when using an work on your behalf to integrate
Men who grew up wondering why their dad spent embroidery machine if our designer with other shopping
every Saturday morning at the barber’s (until they you want to avoid a host cart or business systems or manage
found out it was the only way he could buy a of lawsuits from full custom projects for enterprise
condom), even started moisturising, going for a unwitting fathers-to-be. If you don’t keep your level solutions for wholesalers and larger garment
manicure or a “back, sack and crack wax”. And heat press turned down to minimum you’re liable decoration companies.
when they started wearing make-up, no one to end up with a gooey mess. And that high res You wouldn't believe some of the things we get
batted a carefully lined eyelid. pic of Pamela Anderson’s achievements is more asked to adapt our online designer to print on.
But that was for the brave few exhibitionists and likely to look like a Modigliani by the time your And never ones to say “no” we're always
narcissists of the pack. The great unwashed little soldier is standing to attention. And as for a prepared to rise to the challenge.
remained firmly ensconced in their closet, until black French tickler, let’s just not go there. I jest,
finally saved by the arrival of online shopping on of course. Try, try and try again
the internet, the modern-day equivalent of their So, to finish my tale. I can’t help but admire
father’s chair at the barber's. A call to arms Jennifer. Having paid for my haircut and left her to
Today of course in the enlightened Noughties we Everyone knows the internet is by far the most her reverie, I was walking home from the salon
no longer go to the barber’s. It’s now called the vibrant part of the consumer retail market. All the when I heard her calling out: “Mr Cameron. I’ve
hairdressing salon and the barber has morphed consumer marketing statistics confirm that men got it. See if you can solve this one. Personalised
into a personal stylist. Mine’s called Jennifer. She’s are steadily making inroads into the personal pessaries!”
5ft, can’t weigh more than seven stone and can grooming, skincare, cosmetics and clothing sector “Scotty, beam me up. My mission's complete”.
pull 20kg more than me on the seated rowing and grabbing an ever bigger share of the pie.
machine at the gym. Jennifer can sniff out smut at Last year in the UK we spent more than £920 For more information on the RSK Tech range of
a hundred yards with a clothes peg on her nose. million on personal grooming alone. So hold your custom decoration designer solutions call 0800 043
Her curiosity was immediately aroused when I first head up high guys and go forth and sow the 8518, email sales@rsktech.com or visit
let slip that I’d recently joined a T shirt designer seeds of your future success. www.rsktech.com
| 40 | July 2009 www.printwearandpromotion.co.uk
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