Marketing Advice Outdoor trend migration
There has been a change of mindset in branded workwear. Gone are the days of boring one-size-fits-all garments, and in come fitted, styled, trending pieces of clothing. It is a market that can really benefit those looking to supply it, as Colin Sinclair McDermott, aka The Online Print Coach, explains.
Local identity and brand trust
Despite the global nature of garment manufacturing, the embroidery and print business remains a local game. When this printer-owner merged his print management firm into a dedicated embroidery business, he had to navigate the reality that clients value physical proximity and local brand identity.
That local trust is what keeps you out of the commodity trap. If a local construction firm or landscaping business trusts your expertise, they will listen when you suggest moving from traditional heavy high- vis to a performance softshell with reflective detailing. You are acting as a consultant, not just a supplier. This requires a total mindset shift – moving from a low-margin operator churning out low-cost heat transfers to a strategic partner providing high-value technical apparel.
T Systems over sweat
he workwear market is shifting toward performance ‘outdoorwear’ brands, replacing traditional heavy high-vis gear with functional, brandable garments used in hiking and athletics. A client walks in who has spent the last five years ordering 50 heavy-duty, boxy cotton polos. Suddenly, they’re asking for breathable, moisture-wicking mid-layers. They aren’t looking for the cheapest gear to throw over a T shirt anymore; they want technical apparel that wouldn’t look out of place on a Munro in the Highlands.
This shift is about more than swapping cotton for polyester; it is a fundamental change in how clients present their brand to the world. A guest on a recent episode of my podcast, who successfully transitioned from print management to garment decoration, noted that the sector is increasingly about providing specific technical solutions rather than just shifting units. The rise of brands like Stormtech in the promotional space represents the professionalisation of the ‘outdoor look’ in the workplace.
The performance pivot
Functionality is now the primary driver for corporate workwear. For years, the industry was stuck in a rut, providing garments that were essentially disposable – cheap, ill-fitting, and uncomfortable. Today, the end-user demands the same performance from their work gear that they expect from their weekend hiking kit.
If you are still selling on the basis of the lowest price per stitch, you are trapped. As my guest mentioned, customers buy on their time, not yours, and right now, they are buying performance. If you are not offering the technical garments they actually want to wear, they will find someone who does. This move toward outdoor brands is how you escape the commodity trap. You are not just selling a jacket; you are selling comfort, durability, and a modern brand image.
| 18 | September 2026
Adopting new trends like the outdoor migration requires more than just a new catalogue; it requires bulletproof systems. I often discuss with the owners I coach the importance of extracting the owner from day-to-day operations to make a business truly scalable and sellable. If you are the only one who knows the settings for these technical fabrics or which specific backing to use, you are not valuing your time correctly. You have a job, not a business. The learning curve for performance fabrics is steep. You need documented Standard Operating Procedures (SOPs) for handling these high-value garments. A £100 Stormtech jacket carries a much higher risk on the embroidery machine than a £3 promotional T shirt. Without a visible MIS or CRM system to track these specifics, you are leaving your margins to chance.
Managing the cultural shift
When you pivot your product offering, your team must pivot with you. If your team is used to ‘the way we have always done it’ with basic cotton, they may struggle with the precision required for technical outdoorwear.
You have to get comfortable with the uncomfortable if you want to stop shifting ink or thread for pennies. To successfully capture the outdoor trend, you need a team that understands why a client is willing to pay a premium for a brandable athletic garment. It is about the marginal gains in quality and perception that these garments provide to the end-user.
The key takeaway
Reset your margins by leaning into the performance wear trend. Stop viewing these garments as expensive alternatives and start viewing them as the new standard for professional brand representation. Success in this landscape is not about working harder; it is about having the discipline to implement the systems that allow you to handle higher-value products with total confidence. The most successful garment decorators are those who are proactive in their consultancy and open about their processes.
www.printwearandpromotion.co.uk
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