Printwear & Promotion The Total Promotional Package
In this article, Clare Dwyer, product manager at Kustom Kit, takes a look at the cyclical nature of fashion and how this relates to the printwear industry.
The cyclical nature of fashion means that we’re used to seeing fashion inspiration from past decades popping up in our current trends.
Trends repeat themselves on average every 20 to 30 years so it makes sense that right now, fashion is obsessed with all things Y2K.
Most fashions are quite short lived, however this retro trend has been big news for a few seasons now and is showing little sign of waning, so what makes this different and how can you ensure you have this covered in your product offer?
While it may be a not so-distant memory for some of us, for those of you young enough not to remember first time round, here’s a brush up of Y2K fashion and the key styles for 2023.
For menswear, take inspiration from the hip hop super stars of the day. The key look is oversized styling, baggy tees and sweats with a strong American sportwear influence accessorised with beanies and trucker hats. You also can’t ignore the strong grunge influence; shirts are worn looser, the bigger the better over long sleeve tees adorned with band artwork. Logos should be big and showy. For ladieswear, look at extremes of silhouette, tees and sweats should either be super oversized or shrunken and cropped. This was the era of bling so expect crystal and stud effect prints and hot seals to make a comeback. Gender neutral dressing is a key theme. And after a few seasons of neutrals, expect colour to make a comeback (bolder pinks and purples will be especially important by summer).
So why is this trend enjoying such longevity?
A lot of it is down to timing, the pandemic and global financial uncertainty has touched all aspects of our lives. In times of uncertainty, it is natural to be nostalgic and look back at the early 2000s as a simpler time.
While we were all forced into our homes due to social distancing, digital platforms such as streaming services and social media became the main source of entertainment, a source of comfort to many was retreating to nostalgic TV series and movies from their youth. The late 1990s and early 2000s became an easily accessible cultural reference point. This coincided with the huge rise in the platform TikTok where style savvy gen Zers inspired by the past created viral content which in turn influenced what we buy and wear. Such is the era’s popularity searches for Y2K fashion on social platforms are currently topping over half a billion!
The pandemic has also allowed for a time of reflection, with most people purchasing less clothing than before the lockdown, consumers have become more conscious and aware of the environmental implications of buying fast fashion that will very quickly end up in land fill. This has led to a popularity in vintage clothing and people choosing styles that will last rather than a fad fashion trend.
Back in the early 2000s fashion moved slower, we still had two fashion seasons a year rather than brands dropping new items everyday online. Clothing was more considered and designed to last longer; this is an ethos that is appealing to a growing number of consumers not just for the environmental credentials but for its simplicity. Buying a classic garment that looks good and wears well feels more ‘now’ than the extreme choice and micro trends we had pre-pandemic.
More and more people are choosing a curated approach to dressing, spending a little more on classic basics for example, the perfect fitting shirt, the perfect cotton tee, items that can be worn together and for years rather than weeks.
All about the classics
So how does this all translate into the printwear and uniform market?
The great thing about this trend is that timeless pieces are at its core. Making it easy to wear for all ages, body types and end uses. The key styles such as a classic tee, polo, hoodie and oxford shirt are already fundamental items in any decorators offer.
We are an industry that prides itself on continuity, brands such as Kustom Kit have a rich heritage so are able to delve into our back catalogue to offer some authentic Y2K styles. There is a nostalgia and trust wrapped up in long running styles that post pandemic has gained extra importance, it seems our mantra of Buy Less Buy Better is resonating with our customers too.
This year our core quality basics have been more popular than ever. Styles such as our KK403 Klassic Superwash 60 Polo which has been in the range for over 20 years and our classic fit shirts which are known for their generous cut and premium quality have held ever wider appeal, no doubt driven by the influence of the Y2K trend.
As we all step tentatively into 2023, it seems it that that the fundamentals of Y2K dressing, timeless design, quality garments, mindful manufacturing and a slower pace of fashion consumption may linger long after the TikTok influencers have moved on to the next big thing!
