When you talk about apparel trends, usually the focus is all about T-shirts or sweaters featuring the latest Pantone color palettes and unique decoration methods. But there’s a huge profit opportunity left out when you don’t think beyond the shirt.
Socks and even shoes are great items to get your clients something cool and unique for their branding campaigns. Believe it or not, paying attention to trends when it comes to footwear is just as crucial as T-shirts. And with so many people searching for the next cool thing to wear, you can hit nearly every passion, demographic, and need with these items.
Currently Cool in Footwear
So, let’s talk about what’s currently trending in socks and footwear. Like traditional T-shirts, distributors should focus on color palettes, length, and even custom designs for these products. The big thing to pay attention to is going beyond the norm.
“Customization and personalization continue to be popular, allowing individuals to express their unique style,” says Jake Director, co-founder of Seattle-based Strideline LLC. “Customers are increasingly seeking socks with vibrant colors, bold patterns, and eye-catching designs. From vibrant neons to pastel shades, there’s a growing demand for socks that make a statement.”
The desire for custom styles is one that has continued to trend higher over the last several years. The need to wear something unique really took hold during the height of the COVID-19 pandemic, where on-demand apparel shopping skyrocketed as consumers searched for items that expressed their opinions and passions.
Socks are no exception to this trend.
“Socks have become more than just a functional garment and are now considered a fashion statement,” emphasizes Kelly Yarborough, CEO of Sock 101, Lee’s Summit, Missouri. He affirms that it’s all about the bold and the big. “Big bold patterns, neon colors, and mismatched socks have been popular orders recently. I think more people are looking for this because it allows them to showcase their personality and add a pop of color to their outfits.”
Beyond bold, bright colors, it seems there’s also a desire for designs of a different nature than a simple logo.
“Novelty, intricate patterns, and funky graphics are really popular as well, showing off [a] company’s unique brand identity,” says Chloe Ayres, director of marketing at Austin, Texas-based Sock Club. “We are seeing a lot more sock puns, personal messaging, QR codes, and all sorts of custom header cards that go beyond just the logo on [the card] holding the socks together.”
When talking sock trends, you can’t forget about length. This often comes down to what the wearer perceives as comfortable.
“In terms of length, crew-length socks continue to be a staple, providing comfort and versatility for everyday wear,” notes Director. “However, we’re also seeing a surge in popularity for our low socks, which offer an opportunity to showcase some awesome designs directly on the [wearer’s] foot.”
Socks might be the more common piece of footwear when discussing trendy items to offer clients, but shoes shouldn’t be left out of the conversation. As stand-alone items or part of a promotional branding kit, shoes are a great tool to promote any campaign.
“Sneakers continue to dominate the footwear market, with statement sneakers being particularly popular,” Yarborough points out. “These sneakers often feature eye-catching designs, bold colors, and unique materials, allowing wearers to make a fashion statement. When we started seeing this trend, we added glitter material, embossing, and even light-up shoes to our product line.”
Ayres attributes these trends to the changing needs of customers over the last three to five years. “People are craving more than just ordinary socks,” she explains. “With so many social media platforms, companies are more aware than ever of their identity as a brand and how they want to be perceived, which includes their swag (it’s quality, aesthetic, and impact!).”
Another factor in the trend game is sustainability. So many of today’s consumers have become eco-conscious. Companies across the country — and the globe — have taken that seriously, incorporating earth-friendly products into their branding campaigns. “There has been a higher demand for sustainable and eco-friendly shoes and socks,” Yarborough says. “Sock 101 offers recycled dress and athletic socks, as well as most of our shoes are made with recycled polyester.”
Purely Promotional Footwear
Staying on top of trends is one way to make sure promotional products distributors (PPDs) offer their clients the best of the best when it comes to their swag. But to take it to the next level, PPDs should also understand how to smoothly highlight and incorporate these footwear trends into their offerings.
Let’s start by establishing the customer base for footwear. According to all of the sources, that’s everyone. “Everyone wears socks, regardless of age, gender, or profession, making them a versatile promotional item,” Director points out.
“This universality ensures the brand message reaches a diverse and extensive audience.”
But if you want to get specific, there are a few particular customer categories that socks speak to. Yarborough lists corporate clients, schools and universities, event organizers, and the hospitality industry as a few target groups to pitch socks to.
He adds that distributors shouldn’t stop with socks. Customized shoes are also popular these days among a variety of buying groups.
“Sneakers continue to dominate the footwear market, with statement sneakers being particularly popular,” Yarborough notes. “There has been a surge in the popularity of ‘limited edition’ items available through these stores. For instance, specific shoe designs are made available for a month, and then a different design is introduced the following month. This approach ensures employees of these companies remain up to date with the latest trends and have access to a diverse collection of designs, rather than just one style that is available year-round.”
Because footwear, and socks in particular, are a universal item that nearly everyone wears and loves, pinpointing how to incorporate these into a distributor’s offerings might seem too easy. But it’s up to the PPD to understand the trends, where decoration should be placed, and ultimately how to meet the needs of the end-user or campaign goal in order to make them a successfully selling item.
“Offer customization options like unique designs or personalized messages to make [socks] one-of-a-kind,” advises Ayres. “Highlight any special features or materials that make the socks stand out, like performance socks or eco-friendly properties.”
Director adds that PPDs should also emphasize the longevity and brand awareness that footwear creates. “They serve as walking billboards, allowing companies to display their logo, slogan, or artwork directly on a highly visible and functional item,” he says. “[They] offer longevity and repeated brand exposure. Unlike certain promotional items that may be used or discarded quickly, socks are worn repeatedly, ensuring prolonged visibility of the brand message.”
The bottom line is socks and shoes offer a branding opportunity that isn’t like other traditional promotional items. With a variety of colors, decoration methods, an appealing versatility, and the nearly endless customization options, distributors that incorporate footwear into the game will stand out.
“By offering custom options, limited editions, and opportunities for personalization, socks and shoes fulfill the need for something distinctive and exclusive, aligning with the current demand for personalized and unique items,” says Yarborough.
