Industry Report


branded fashion is growing in popularity


Branded fashion: B


randed merchandise has come a long way since the days of oversized promotional T shirts and uninspiring corporate giveaways.


Today, printwear isn’t just about slapping a logo on a hoodie, it’s about making a statement and as the lines between fashion and branding blur.


We’re seeing a shift – branded apparel is no longer confi ned to trade shows or staff uniforms. It’s walking the high street, hitting social media feeds and carving out a place in the fashion world. As a company, we’ve been watching this evolution closely. The convergence of fashion-forward design with brand identity is transforming how businesses connect with their audiences, and how people wear those connections with pride.


| 62 | September 2025


How printwear is winning in the style stakes


Fashion relies on trends to keep it current and trendy. But more and more we see branded merchandise filling this space as it evolves from its former promotional position to one of cultural meaning. Samantha Overton, managing director at Zebra Print Group, explains.


Streetwear meets strategy Streetwear’s infl uence on branded merchandise is unmistakable. Rooted in youth culture and powered by drops, exclusivity and infl uencer marketing, streetwear has reshaped how consumers engage with fashion, and brands are taking notes. Branded clothing now echoes the aesthetics of cult fashion labels: minimalist embroidery, oversized silhouettes, muted palettes and heavyweight cotton blends. Today’s consumers, especially Gen Z, demand more from what they wear – while they continue to look for style, they now want more authenticity and meaning from their attire. A well-designed printed hoodie or tee that feels part of a genuine lifestyle can carry as much clout as a designer logo.


www.printwearandpromotion.co.uk


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