If you’ve been keeping up with TikTok trendsetters – an impossible task, to be sure – it might seem as though fashion trends over the last few years have been spiraling out of control, moving from one inexplicably specific aesthetic to the next. One minute, everyone is gushing about “goblincore” and “tomato girls,” before the zeitgeist moves on to “tenniscore” and “coastal cowgirls.”
It’s exhausting, but luckily, the frenetic pace of social media doesn’t necessarily affect the macro trends at play in retail and in promo. “What we’re seeing right now is that fashion is moving at a slower pace,” says Sara Thompson, brand director at Counselor Top 40 supplier SanMar (asi/84863). “People are looking to buy pieces that will last and be versatile too. I think the throwaway aspect of fast fashion is definitely out.”
The silhouettes, styles and shades that will dominate 2025 aren’t likely to shock the sartorially savvy, but it’s worth taking note of the nuances behind how corporate clients and other end-users will be dressing in the new year. Here are seven trends to keep top of mind.
Sustainable Storytelling
Conscious consumerism is on the rise. “People are increasingly looking for brands that aren’t just eco-friendly in name but in action,” says Lisa Hu, founder and CEO of Lux and Nyx (asi/88973), a supplier of luxury bags. “This means using sustainable materials, reducing waste and ensuring ethical production practices. It’s not just about making a statement anymore; it’s about making a real impact.”
Sharing that sustainability journey – whether by including eco-certifications on hangtags or adding a QR code to labels that directs end-users to follow a particular garment’s supply chain – is becoming more prevalent, according to Taylor Borst, senior director of marketing and vendor relations at Counselor Top 40 distributor American Solutions for Business (asi/120075). “We can’t just say, ‘Hey, this is sustainable,’ and hope everybody trusts us,” Borst asserts. “It’s about how we’re teaching people about it and telling the story of that specific company or product.”
Tip: Distributors should work with apparel suppliers to understand the sustainable aspects of their offerings so they, in turn, can educate their end-clients about the benefits of things like recycled fabrics or outwear that’s free from per- and polyfluoroalkyl substances (PFAS), also known as “forever chemicals.”
Form With Function
It’s not enough just to be stylish. Consumers are looking for functional pieces offering something extra, such as garments that include UPF sun protection or other performance properties, or even integrated technology.
“Wearable tech is on the rise, including apparel with integrated LED lights, fitness tracking and other technology,” says Michelle Chen, president of Fossa Apparel (asi/55141), a Fremont, CA-based supplier that offers LogoTap, which uses NFC technology so users can touch a logo with a smartphone and receive customized messaging on their device.
“Transitional pieces” that you can wear whether you’re in the office, on the road or out on the town are a part of this trend, says AJ Dickson, senior category director at Counselor Top 40 supplier PCNA (asi/66887).
“The goal is to merge smart design with everyday usability, which resonates deeply with modern consumers who value both aesthetics and practicality,” Hu adds.
Tip: Look beyond outdoor markets – like landscaping – when pitching sun-protective clothing. UPF garments are becoming more in demand across markets and demographics, according to Thompson. “People want to know what their products do for them,” she adds.
Material Mixing & Dimensional Decoration
Fashion is taking a turn toward texture. Whether it’s a windbreaker with a polyurethane shoulder patch or studs on a hoodie, or other combinations of decoration and textile, Terrence Henderson, technical director at Counselor Top 40 distributor Kotis Design (asi/244898), says that designers’ impulse to mix materials is only getting stronger. “Quilting and decorative top stitching are also becoming more prominent,” he says.
That playfulness is crossing over into promo, where textured decoration techniques like chenille patches, 3D emblems, and puff embroidery and screen prints are gaining traction. “We introduced HXD [3D emblems] a few years ago, and we’re seeing a resurgence,” Dickson says. “It has that multi-dimensional look that has some texture to it, but you can kind of put it anywhere on a garment.”
Tip: Encourage clients to experiment with logo placement and decoration technique. “A really well-placed woven label or subtle logo on the sleeve might be more fun and have more impact than a really big graphic in the middle of a garment,” Dickson says.
Retro With a Twist
Vintage and throwback silhouettes updated with modern fabrications are huge, particularly when it comes to outerwear like bomber and letterman jackets. Unlike old-school letterman jackets with a stiff construction “where you can hear the fabric coming before you see it,” many of the updated takes on the classic look are breathable and “very quiet and soft,” Borst says.
Distressed decoration, mineral washes and pigment dye are also having a moment as consumers seek out garments with a lived-in look. “Pigment dyes come and go, but we’re seeing a really big resurgence, going back to that old-school, maybe ’70s or ’80s look,” Thompson says. “You’re going to see a lot more heavyweight fabrics washed and distressed, too.”
Tip: Oversized heavyweight tees with a mineral wash and distressed feel are often best suited to the youth market and concert merch.
True Blue
When it comes to color, earth tones and new neutrals – “your tans, sands and even chocolate brown” – have been trending, according to Dickson. And, in some markets, neons are also enjoying renewed relevance. But for 2025, expect blues – from deep navy to brighter royals and electric blue – to reign supreme, especially in the corporate space.
“Navy has always been a big color, but it’s becoming increasingly popular,” Thompson says. “It’s not as harsh as black and has a lighter, softer feel to it.”
Meanwhile, Hu attributes the shift toward brighter, more saturated colors to “a desire for positivity and happiness amid the current political and economic climate.”
Tip: “Colors are dependent on the customer’s branding, but we’re seeing that they aren’t afraid of putting their most vibrant hues in the spotlight,” Henderson says. Distributors should get creative, advising clients on how to use their brand colors to maximum effect to help convey a desired message to audiences.
Elevated Comfort
Dickson believes 2025 will be a sort of transition year for apparel. “During the pandemic and the recovery, we kind of retreated back into our cozy places,” he says. “But with more people figuring out what the workplace is going to look like long term, many don’t want to completely give up that comfort and coziness.”
That translates to collar stands and other tailored details, as well as woven fabrics that provide a more structured silhouette – but comfortably. “The fabrication is what’s important here,” Thompson says. “The fabrics aren’t your old-school, stiff button-up fabric. Stretch wovens allow you to have some freedom of movement and feel comfortable, but you’re getting that crisp, polished look from it.”
Tip: Don’t overlook gender-neutral and unisex pieces, Hu advises. “Products that break away from traditional gender norms and offer sleek, universal designs can attract a diverse customer base,” she adds.
Subtle Patterns
Micro-stripes, muted florals and tropical prints add visual interest to polo shirts and other garments. The move away from solid colors is a nod to fashion’s influence on the golf market.
“A lot of professional golfers are wearing patterns, so we’re starting to see it more in retail, which means we’re starting to see it on the promo side too,” Borst says.
The key to this trend, however, is the subtlety. Big bold stripes and vibrant multi-color prints present a challenge when decorating. “You have to make sure that the pattern’s going to complement a logo and not fight it,” Dickson says.
Tip: Keep decoration simple on patterned garments, even when those patterns are subtle. A single-color logo in a contrasting color could add just the right pop to a piece.
