Outerwear has long been a standout piece of promotional apparel, but its high perceived value and elevated price point have often pigeonholed it as a gift for special occasions, such as company milestones or employee anniversaries.
That role remains important. But as the corporate space has become both more casual and comfort-forward, branded outerwear have transformed into a versatile everyday staple.
At Counselor Top 40 supplier Edwards Garment (asi/51752), for example, outerwear has become one of the firm’s fastest-growing product categories. Companies increasingly view products like soft-shell jackets, vests or fleece as central to their promotional or uniform programs, rather than just a special occasion add-on.
“It’s one of those pieces that has become a staple,” says Nicolette Dykstra, director of merchandising and technical design at Edwards Garment. “The category has evolved from last-minute thought to a really prominent piece in an overall program offering. It’s become quite the workhorse for us.”
Edwards Garment isn’t the only place where outerwear has been overperforming. ASI’s 2026 Ad Impressions Study found that fleece and jackets are likely to generate nearly 9,000 brand impressions over the course of their lifetime – more than any other category. That’s helped by the fact that outerwear ranks among the top five items consumers would be excited to receive, with 78% of respondents reporting they would wear a piece of promotional outerwear at least once per week.
“When companies give out outerwear, it’s no longer just a cold-weather giveaway,” says Michelle Chen, president of Fossa Apparel (asi/55141). “It’s become more of a visible year-round part of someone’s everyday wardrobe.”
‘Corporate Ready, Weekend Worthy’
For Chen, the key to a successful piece of promotional outerwear is finding that unique combination of retail appeal, versatility and comfort.
“The strongest styles aren’t limited to one activity, one dress code or even one season – it’s really about lifestyle and the versatility,” Chen says. “I always say if any supplier can make its product ‘corporate ready and weekend worthy,’ that’s a win.”
The “corporate ready” portion of that call to action means comfortable, lightweight layers that are easy to move in, breathable and go with any office outfit – while still matching or coordinating with existing uniform programs.
This Summit Sweater Fleece Blocked Vest (3335, 3336) from Vantage Apparel (asi/93390) combines ever-popular sweater fleece styles with trendy colorblocking inspired by retail brands.
“The entire workforce has changed the way they look when they go to work every day,” Dykstra says. “Anything lightweight that you can just throw on and still have a unified or coordinated look is key.”
However, what converts a piece from merely office wear to “weekend worthy” is often a more subtle approach to branding.
Smaller logos are one solution, but the desire for subtlety is a key reason why tonal embroidery has become so popular for decoration. It helps keep the focus on the product itself, rather than the branding, and can make employees feel less like a walking billboard when leaving the office for after-work plans.
Pieces that can be styled into two very different looks are also an ideal example of this versatility, says Chen. Think ’90s workwear-inspired shackets that can be worn buttoned up with dress pants for in-person meetings, or unbuttoned over a tank for a casual happy hour.
“People want something that they can wear multiple places, and that doesn’t just look like an outdoor jacket,” says Chloe Ward, marketing manager at Storm Creek (asi/89879). “It’s a big benefit of a lot of outerwear right now, and what people are coming to expect.”
Quality Over Everything
Above almost all else, though, quality is paramount when it comes to outerwear. The category does tend to carry a heftier price tag, sure, but even more budget-conscious end-buyers who are interested in jackets or pullovers want a fabric they love.
“‘Quality’ is the word all the time now,” says Storm Creek’s founder and Chief Revenue Officer Doug Jackson. “The feel of it is probably more important than the color – almost. They don’t want something that they don’t get excited about.”
“With outerwear, as long as you can make that garment stand out,” he adds, “I think end-buyers are willing to spend on it.”
In some ways, trending silhouettes are the path toward a jacket’s wow factor. The ’90s influence is alive and well within the outerwear category, much like with the popularity of the heavyweight T-shirt. Suppliers have been leaning into versatile shackets and corporate-style bomber jackets to capitalize on the vintage, sporty vibe that’s still all over the retail market, says Lauren Monnier, director of merchandising at Counselor Top 40 supplier Vantage Apparel (asi/93390).
Chen agrees. Fossa’s bomber jackets are performing better and better for the supplier, which Chen attributes to the silhouette having both a gender-neutral appeal and an effortless “cool factor.”
“I don’t think the bomber phenomenon is over, or was just a fashion fad,” Chen says. “It just keeps on evolving.”
Plus, she adds, there’s room to play with fun decoration and patches. Monnier says that Vantage, for example, has been waiting to see the popularity of chenille patches ebb, but requests for the bold textured appliqués have yet to die down since the company first introduced them. Because of outerwear’s heftier fabrics, products like bombers, soft-shell jackets or sweater fleece can handle equally heavyweight forms of decoration like laser tech patches or woven labels, in addition to staples like embroidery.
But, again, knowing the time and place for bolder decoration is essential. Matching a high-quality elevated fabric with an equally sophisticated design can make the recipient feel like they’re being gifted a brand-name product.
“There’s something about finding cool ways to do that subtle decoration, so it reads more like a retail piece,” Monnier says. “On the right garment when it’s all about the fabric, that just really elevates it.”
Taking cues from retail is practically essential for a piece of outerwear to feel elevated, but it’s equally important to keep the final product looking timeless. Those thousands of potential brand impressions don’t come from a jacket that employees wear for one anniversary party, then never pull out of their closets again.
“You want something that’s going to last and last,” Monnier says. “Your employee, or whoever is wearing the product, is going to be able to wear it for a long period of time, so that’s why it’s important to be retail-inspired but not overly trendy.”
HOT TRENDS
Natural Neutrals
Why It’s Hot: Classic corporate black, gray and navy will always be staples in the outerwear category, but earthy shades like olive green or sandy beige are surging in popularity.
Drawstring Cords
Why It’s Hot: Drawstring pulls at the bottom of soft-shell jackets or pullovers are coming back around, helping wearers find the perfect fit. “It’s all about making the garment fit in a way that makes you feel flattered,” says Chloe Ward of Storm Creek (asi/89879).
Semi-Custom
Why It’s Hot: Extra touches like branded zipper pulls or custom woven tag labels on the sleeve can make the end-buyer feel like they’ve created a unique piece that truly features their company.
Color Pop
Why It’s Hot: For companies that want to add a bit of fun without losing the subtlety of tone-on-tone branding, a pop of color on the collar, the inside lining or placket is a great choice. “It’s not loud or flashy, but just gives a little contrast,” says Nicolette Dykstra of Edwards Garment (asi/51752).
Texture & Tone
Why It’s Hot: Texture is having a moment – and that includes anything and everything that doesn’t have the matte, smooth surface typical of a soft-shell or performance material. Think stripes, fleece or even a heather tone in place of a standard flat gray.
Sweater Fleece
Why It’s Hot: Silhouettes inspired by retail brands like The North Face and Patagonia won’t go out of style anytime soon. “They’re not trendy. They’re timeless,” says Lauren Monnier of Vantage Apparel (asi/93390).
