The weather in Chicago may have been a bit mild for the summer, but inside the McCormick Place Convention Center, suppliers at the ASI Show Chicago (which took place July 23-25) sent the mercury skyrocketing with white-hot trends for the promo industry and a bevy of new products. Here’s a rundown of what the ASI Media team spied from the show floor.
The Nineties Called, They Want Their Clothes Back
You already know that the ‘90s are having a major fashion revival, and the show was proof that anything from the era is fair game. “The ‘90s are back,” declared Michael Chung, CEO of Startee (asi/89335). The Santa Fe, CA-based supplier was showing off crop tops – “A lot of girls are wearing baggy pants with it,” Chung noted – as well as ringer tees and short-sleeve and long-sleeve Henleys.
Seriously heavyweight fabrics are dominating the T-shirt world. The silhouette of the moment is long and oversized in a variety of neutrals, such as blacks, grays, tans and whites. Shaka Wear (asi/86592) is a streetwear retail company that’s taken off in promo. “We didn’t expect Shaka Wear to blow up like it did [in promo],” says Victoria LeStelle, director of business development. The Los Angeles-based company sells “hood essentials” that take their cue from ‘90s hip-hop culture. For example, its Designer tee is made from a truly heavy-duty 9-oz. American cotton (most fashion tees fall in the 4-oz. range). An added bonus – the sturdy fabric holds up to most decoration techniques. “Lightweight shirts don’t take to all the decorations like ours can,” added LeStelle.
Another big ‘90s trend? Classic collegiate looks. Hanes (asi/59528) was showing off a new polo collar sweatshirt that works for both men and women, while Milissa Gibson, sales director at Lane Seven Apparel (asi/66246), stated that school colors (think traditional reds, etc.) are making a big comeback.
Would You Like ‘Chips’ With That Order?
Suppliers have dabbled with NFC chips in the past decade, but the technology has failed to reach mass popularity. But the tech has always offered potential and intrigue: users simply tap their phone on an embedded chip, which can send over text such as a URL that takes them to a website or video. And with consumers now accustomed to snapping QR codes and NFC-enabled actions like Apple Pay and Google Pay, the time might be right for NFC to take hold in promo.
Fossa Apparel (asi/55141), known for its polished corporate garments, debuted LogoTap at the show. The Fremont, CA-based supplier heat-seals a small chip behind any of its decoration techniques (embroidery, heat transfer or laser), and it can go anywhere besides the inside of a pocket. Regional Sales Manager Edward Timmerman cites verticals such as tech, finance and banking as natural fits, as well as sales meetings and conferences when the agenda can be accessed with a tap of the phone. “People for years have said how can true technology be incorporated into apparel,” he said, “and we feel this bridges that gap.”
Cap Champs, a new brand from Vu Line Direct (asi/94226), is bringing the technology into headwear. The caps are made from recycled material and the chips are embedded into the fabric of the cap. Lawrence Giles, national sales director, mentions golf tournaments that take the players to the sponsor page, or car shows that automobile brands can use to offer more information. The best part? “Those events and destinations can get updated on a regular basis,” said Giles, “so it’s a dynamic tool.”
A ‘Certified’ Trend
The sustainability playbook is out. To compete in the marketplace, upstart companies are leading with sustainable materials and a built-in checklist of certifications that they prominently displayed in their trade show booths.
Nomadix (asi/74068) is an outdoor retail and e-commerce brand that sells vividly patterned towels, blankets and fanny packs made out of recycled plastics. (Impressively, on the retail side the company has the bestselling towel at REI.) Mia Helminiak, the company’s director of community engagement, notes that the San Clemente, CA-based company is Carbon-Neutral certified and participates in 1% for the Planet.
Outpatch (asi/30193) sells unique sticker patches that require no ironing or sewing. “You can literally stick it on anything,” says Co-Founder Rachel Willis. The patches are made from 100% recycled plastic, and the Denver-based company is veteran-owned and carries a low-profit LLC status. The supplier participates in both 1% for the Planet as well as what Willis calls “1% for the People,” where the company gives back to local charities.
Path (asi/76424) sells bottles of water that are made of .44-gauge aluminum – thick enough that they’re certified refillable. The bottles, which are sold in 40,000 retail stores, can be decorated in black or white or full-color wraps at no additional charge, and can even feature texturing across the whole bottle. Still, alkaline and sparkling (the latter in three flavors such as Grapefruit Mango) are available. And, best yet, the bottles themselves are fully recyclable. “We’re about changing the way people buy bottled water,” said Sonia Staab, the company’s promotional distributor sales rep.
Companies are giving back in other ways too. Denik (asi/49264) uses proceeds from the sale of journals to build schools in impoverished areas – the company’s 10th one is currently being built in Malawi. Zach Johnson, account manager, noted that the entire company went to Nicaragua in May to view the fruits of its charitable actions. “To see the school being built was a game changer,” he said. The Logan, UT-based company is expanding its offerings with a new vegan leather notebook with pages that are refillable.
What’s New
It wouldn’t be an ASI Show without new products or products new to the industry, and ASI Media spied numerous innovations on the show floor.
Holiball (asi/61408) was started in 2019 by three cousins from Texas who had an idea for oversized inflatable ornaments. The lightweight balls, now available in promo, come in three sizes and 24 standard colors and can be hung, staked or float. They’re a natural fit for universities, banks and cities says Kimberly Riske, key account manager. “The topper is removable too,” she said, “so you can keep it out and it doesn’t look like an ornament after the holidays.” The ornaments can be inflated with a household air pump and can be folded and stored when deflated.
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Eternally cold in the office? No more with the Snuggleback (asi/88047) chair blanket. The blanket attaches to the back of any office chair and then is draped over the top and bottom of the employee, allowing them to keep their hands free while staying warm. “It fits in right with promo because of office work and corporate gifting,” says owner Josh Lefkowitz. The blanket has gone viral on TikTok and has sold well on Amazon, and comes in both regular and weighted varieties.
Meanwhile, Ron Laikind knows what you’re thinking. “Another water bottle, just what the world needs,” says the CEO of ExtremeMist (asi/53519). “But ours is different than all of them.” The Scottsdale, AZ-based company sells a two-in-one bottle that also features a built-in mister for users to stay cool. The misting top is USB-C chargeable, and Laikind says the company has standardized the threads so the top will also fit 70% of brand-name water bottles, including Hydro Flask, CamelBak and Nalgene. The supplier offers other products, including a misting/hydration backpack, a portable misting system and a hi-vis vest with a built-in mister that’s ideal for construction workers and safety personnel.
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Cameron Clark says the corporate world is in need of a shake-up. “When do people have time to play at work?” laments the head of corporate sales at Business Bricks (asi/98793). The Austin, TX-based supplier is trying to change that with custom LEGO sets; companies so far have sought to create vehicles, buildings and products. With orders of 250 or more, Business Bricks finds existing LEGO-manufactured pieces that are used to build the new creations. With orders of 1,000 or more, the company will manufacture its own LEGO-compatible business bricks.
There were several other new products of note. FlameFanatic (asi/65686) has created color-changing candles that will be a hit with sports fans (think team colors) and work as a wholly unique thank-you gift. True to its name, Joco Innovations (asi/63402) was showing off several new products, including the GOATbook, a notebook that’s completely waterproof and tearproof (think construction and nautical), and Coaster Greetings, a coaster/greeting card that can be draped over a wine bottle and then live on as a dishwasher-safe coaster. And Tossits (asi/91478) offers a multipack of disposable leak- and smell-proof car trash bags that attach to a car headrest; the bags are made from recycled plastic and are a natural fit for car dealers.
