THE INTRICACIES OF English vernacular are, at once, lauded and lamented. American colloquialisms have been known to trip up (often humorously) those who can’t quite navigate their ins and outs. Others, however, delight in the many turns of phrase at their disposal. Take, for instance, the cache of expressions coined to describe what one can do with a hat: keep things under it, throw it in the ring, wear more than one, and so on. And each token saying refers to a different, and markedly non-hat-related, activity.
When literally dealing with the item at hand, a similar number of possibilities abound. With countless fabrics, styles and designs available to the average consumer, not to mention an increasingly casual dress code pretty much everywhere, hats have become as much an expression of individuality as the clothing they accompany. And that’s just in retail. Throw in the new imprinting options for the advertising specialties arena, and the selection grows exponentially. Let’s take a look at what’s behind today’s choices in caps and headwear.
DOOR NO. 1: CUSTOMIZED LOOKS
“The great thing about caps is that when you create a custom piece for an end-user, it can be tailored to be very conservative and subtle, or loud and over the top,” reported Tony M. Karlicek, CEO of Frederick, Maryland-based Headwear USA. For a product that is “an American tradition,” as Karlicek describes it, customization can go a long way to help differentiate a brand from just another old baseball hat. At Otto International, Ontario, Calif., customers can personalize their custom orders to the last detail with options such as visor type, color, closure and decoration applications, said marketing manager Yvette Acevedo.
DOOR NO. 2: IMPRINTING SOLUTIONS
Embroidery and screen printing/heat transfer are the industry’s standards when it comes to adding a logo, Acevedo noted. “Embroidery is effective if you are looking for a long-lasting product. [The] color won’t fade and it is washable,” she added. Because of its benefits, this option is higher-priced than the alternative, screen printing, which is quick-to-
produce and inexpensive—more conducive for an easy promotional giveaway. Yet, the method does have its drawbacks. “The downside to screen printing/heat transfers is that the application may not last as long, there may be fading or peeling,” said Acevedo. Plus, it is limited to certain types of fabrics.
Moving away from the more traditional imprinting methods, Karlicek reported appliqués (metal, PVC, other fabrics) are growing in popularity. He maintained having items imprinted offshore, when it can be done prior to construction, greatly increases creative experimentation, “since all the fabric is flat when it is decorated.” Other ideas Karlicek mentioned were using digital printing, liquid metal or sonic welding, as well as trying spray bleaching/washing for custom effects.
DOOR NO. 3: FABRICS AND INNOVATIONS
Many times, choice of fabrics for a hat promotion depends on where the end-user is located. Karlicek pointed to heavy, brushed cotton; polynosic (water-resistant) fabric; or wool blends as being a preference for northern markets, as the climate is cooler. On the other hand, “Southern markets prefer lighter weight caps, mesh caps, and more breathable materials,” he said.
Yet, as is true with other promotional apparel/accessory items, what’s fashionable often is top priority. “It is remarkable how many beanies we sell in the summer time,” Karlicek noted. Additionally, vintage looks are in high-demand. “The most popular styles are those that are simple, one- or two-toned, and can act as a proper frame for the end-user’s brand and image,” he said.
