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Focus on Hoodies & Sweats


95 years of the sweatshirt A


s the sweatshirt approaches its 100th birthday, Kirsty Macdonald, brand manager at Mantis World says that very much like the slightly older T shirt, it has become a firm favourite both in wardrobe terms and for garment decorators. “We know that the style has evolved from sporting beginnings to collegiate varsity wear to becoming the (oversized) garment of choice for skaters and boarders,” she explains. “Itʼs a perfect mix of functionality and cool; it is easy to throw it on, great to print and embellish and one of those every day, must-have garments that bypasses the murky world of fast, throwaway fashion.” Sharing his view on the evolution of the sweatshirt is director of The Outdoors Company, Mark Dix. “In terms of the premium brands we supply, there has certainly been a shift from the knitted style of sweatshirt popularised in the 1930s to the sportswear- style hooded crew neck, half or full-zipped sweatshirts available to the market today.”


Although known predominantly as an outerwear supplier, The Outdoors Company, has seen premium jacket brands move into the world of sweatshirts and hoodies in recent years. These sentiments are echoed by PenCarrieʼs business development manager, Sarah Evans. “The sweatshirt has survived decades of fashion trends and remains a staple product thatʼs expanded into a wider market such as workwear, promotional and athleisure.”


Growth in popularity


With the growth in popularity of the sweatshirt in recent years has come the arrival of a wider range of menʼs and ladies options. “The raglan sleeve provides a more casual look thanks to the freedom of movement popular in fashion and athleisure markets. The drop shoulder style sweatshirt provides a more formal, tailored look better suited for workwear and office wear. With the demand for well-fitting womenʼs sweatshirts increasing, one size fits all are not all thatʼs on offer,” explains Sarah. But how the sweatshirt next evolves as it


approaches its 100th birthday is something that remains to be seen. Sarah suggests that in 2020 we will see more tear-out labels in sweatshirts. “Sweatshirts are


The North Face Open Gate Hoodie | 28 | October 2019


becoming more popular in fashion, particularly oversized sweatshirts and hoodies. Customers can choose a style to suit their business with a choice of a classic fit,


According to Merriam-Webster’s dictionary, the first use of the word sweatshirt appeared in 1925, while the hooded sweatshirt first materialised in the 1930s. Here the experts explain why as a nation we love the sweatshirt and hoodie so much.


Patagonia Better Sweater


tailored style or by tapping into the oversized trend to offer something retail focused.”


While on the subject of being retail focused, Kirsty adds: “Weʼre now seeing old skool designs reinvented, retro logos and graphics on the front of sweats in every retailer or etailer, a myriad of fits, lengths and colours from the high street up to designer catwalks. And very much like the T shirt, there is no sign or reason that the popularity of the sweat should wane any time soon.”


www.printwearandpromotion.co.uk


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