Whether you’re boarding a plane, running to the grocery store, working from home, or having a night in, you’re likely grabbing some type of loungewear out of your closet. It’s that cozy hoodie you reach for time and time again, those perfect pair of sweatpants, and the one T-shirt that feels buttery soft.
Loungewear is all about comfort and function, and in today’s apparel world, it’s also fashionable, as it crosses over into the streetwear and athleisure categories. Because of this, it’s appearing more in corporate casual settings as suit and tie is no longer the norm for day-to-day office attire.
Meghan Brazelle, senior sales manager for Irwindale, California-based Lane Seven Apparel, says the category brings versatility to promotional apparel because branding can be showcased outside the office.
“Loungewear can be a go-to option for everything from casual daywear to workwear and sleepwear,” says Christina Marcantelli, business development specialist at Bolingbrook, Illinois-based S&S Activewear. “It goes beyond that lazy Sunday afternoon curled up on the couch reading a book, sipping tea, or binge watching your favorite series on Hulu and Netflix. Presenting interchangeable pieces to customers can open creative opportunities to companies that want to focus on mind and body wellness and work-life balance initiatives.”
Loungewear can be lightweight and breathable or heavyweight and cozy, with the option to dress it down for casual environments or elevate it with the right jacket and accessories. A crewneck sweatshirt can be layered over a button-up shirt, a hoodie can be worn with a blazer, or a trench coat and Dad hat can make a matching sweatsuit look chic. Due to this mix in fabric weights and pieces, Marcantelli says it allows wearers to build capsule wardrobes with interchangeable pieces.
No matter the occasion, it’s hard to say no to a good hoodie or cozy pair of sweatpants. And according to Milissa Gibson, sales director for Irwindale, California-based Lane Seven Apparel, it’s the trending category in retail and the “go-to apparel for almost every vertical in the market.”
While loungewear can work for nearly any market, sources note a few distributors can explore, including corporate, restaurant and hospitality, sports, travel and resorts, Greek life, and music.
“In addition to employee uniforms, workwear, and mementos, think about the ‘to and from’ aspect of loungewear,” Brazelle says. “For travel, it’s perfect for wearing to the airport or while relaxing at the hotel. In fitness, it seamlessly transitions over your workout attire, whether you’re heading to or from the gym. At events, it’s ideal for staying comfortable at the game or enjoying the show. For leisure, loungewear is versatile enough to wear around town or for running errands.”
Beyond wide-legged sweatpants and oversized crewnecks, loungewear includes shorts, quarter-zip pullovers, joggers, and T-shirts — all offering cross-functionality, while still remaining stylish and comfortable, Marcantelli says.
A Cut Above the Rest
Looking closer at the cuts and fabrics within the loungewear segment, apparel suppliers note some trends worth watching, including slouchy silhouettes, soft blends, and different dyeing processes.
“The silhouettes are relaxed, or boxy, but with varying hemlines,” Mercantelli says. “Some [are] more cropped to allow for multiple looks like high-waisted pants, or as layering over athleisure or workout pieces such as fitted tanks, tees, and sports bras.”
Gibson says the heavyweight and oversized options are driving the market currently, with end-users demanding a more elevated product that matches what’s seen in retail.
Echoing Gibson’s sentiments, Brazelle sees consumers driving the heavier and boxier looks but without compromising on quality and softness.
“This also encourages them to wear those products more often, resulting in more impressions per wear,” she notes.
Diving more into the fabrics of this category, expect a lot of cottons, specifically ring-spun in light- and heavyweight options; French terry; and softer blends like viscose, polyester, and elastane, adds Marcantelli. The more lightweight, knit fabrics offer that cozy, luxe feel without the extra ounces, which can be a great option in the warmer months despite consumers opting for fleece across seasons.
Other style specs to note, according to Marcantelli, include larger ribbed collars, cuffs, and waistbands; no drawcords on hoodies, and pigment- and garment-dyed apparel.
Adding to the Order
For distributors looking to cross-sell their clients, or for those clients looking to create the perfect loungewear kit, there are plenty of complementary products to choose from.
“Consider custom socks, shoes, bags, headwear, and outerwear to complete the outfit,” Brazelle suggests. “And don’t forget a matching tumbler.”
Because loungewear can fall into the ever popular “self-care” bucket, items that involve health and wellness are great additions. Marcantelli suggests duffel bags, towels, headphones, and even a smoothie maker to encourage time for physical activity, while a sound machine, book or journal, and a goodie-stuffed mug can inspire time for a mental reset.
“Good marketing is to convey a feeling and offer solutions, so asking the right questions will determine what pairing is best for your customer and set the tone for the mood they are trying to create,” Marcantelli continues.
Back to the note on custom socks: Nina Bui, West Coast regional sales manager for Lee’s Summit, Missouri-based Sock 101, says socks create long-lasting impressions.
“It’s a lower cost item, easy to help fill in areas with leftover budgets. A great item to help prospect new projects or a fun appreciation gift,” she says.
Distributors can also use them to “round out” an end-user experience — a fun way to promote a brand. “With the fuzzy socks, they’re a perfect campaign for holiday and kitting,” Bui adds. “With so many jobs being remote, many onboarding employee hire kits are sent door to door. Fuzzy socks are a perfect kitted item to add on. Throw on custom non-slip grips to them and it’s an even more perfect loungewear item.”
Beyond the fuzzy sock, Bui says the athletic crew style also works well with loungewear for a trendier, lightweight look that’s good for all seasons. Because Sock 101’s products are fully knitted/woven, the socks are custom made to order with PMS color matching available to ensure cohesive branding.
Whether your clients are corporate, in the athletic industry, or music, asking the right questions can help you build the perfect portfolio of loungewear products. From light- to heavyweight options and more stylish to comfort-first, there’s an answer to their promo apparel needs. Getting branding and decoration right is the next hurdle.
Bonus Insight: Decorator’s Corner
Offering the best quality garments is all well and good, but it can be easily ruined with poor decoration or design choice. With loungewear, distributors have to think beyond the corporate or work environment.
“When it comes to loungewear decoration, people are opting for bold choices,” Meghan Brazelle of Lane Seven Apparel shares. “I’m seeing multiple locations in multiple colors using mixed media, including four-color sleeve prints, hood prints, oversize full-front designs, and over seams.”
Milissa Gibson, Lane Seven Apparel, agrees, saying full-color, all-over prints using puff, embossed, direct-to-film transfers, and embroidery are top choices, but simple, sleek logo design and placement still have their time to shine. “The garments are becoming more elevated, which means you can let the design drive the story and have an elevated look that supports it,” she adds.
Christina Marcantelli, S&S Activewear, says the more trendy, bold designs Gibson mentions usually work well within the school, team, and spiritwear segment.
“Other markets that loungewear is to evoke a sense of calmness, relaxation may lead with subtle decoration such as linear lettering and words in non-traditional places such as wrists, forearms, along seams or hemlines on fleece and bottoms,” she shares. “As mentioned, loungewear especially is personal and meaningful in many instances so elevated decoration that is intentional can be the best option.”
Remember, you want end wearers to choose that branded loungewear item time after time, increasing those impressions, and decoration plays a big part in that decision.
