The Promotional Idea Showcase - Spring 2003 - Updated Quarterly

A T-Shirt Is A T-Shirt Is A T-Shirt, Right? Wrong.
By Tonia Cook Kimbrough

• Use (Is the shirt for warm or cool weather?)
• Geography (Will it be worn in the hot, humid South or chilly, dry North?)
• Budget (Large or small?)
• Wear and tear (Will it be worn by weekend brunchers or an athletic team?)

Promotional consultant Mary Bostwick has found that many companies are leaning toward heavier shirts, with, 6.1-ounce cotton leading the way. And a heavier weight does have its advantages; it’s considered more durable and will hold its shape and substance under repeated wearings and washings. On the other hand, lighter-weight fabrics make a T-shirt vastly more comfortable and provides a much cleaner fit, so you really need to do your homework before selecting the shirt that’s right for you.

Fabric Fundamentals

Fabric content affects the feel of a T-shirt. Traditionally, the choice in T-shirts was between all cotton and a 50/50 polyester/cotton blend. “Cotton Ts are usually associated with sports because they hold up well and keep their shape through dozens of washings,” Stacks explains. “And [they’re] comparatively simple to decorate by screenprinting, embroidery or heat transfer.” Also, there’s the perception that “all cotton” is somehow more desirable, driven by its prevalence at retail.

Although many find them somewhat less comfortable, poly/cotton blends have long been popular with schools, etc. because of their durability and stain/fade resistance. They’ve also generally been available in more colors than cotton, though this, too, is changing.

If you want to use a compressed T-shirt, where the shirt is molded into various shapes and shrink-wrapped, 100% cotton is the only choice. “After compression, the wrinkles would never come out of a poly/cotton T-shirt,” explains promotional consultant Brad White, who notes that most compressed Ts are made of either 5.5- or 6-ounce cotton, imprinted with a special ink that cannot be damaged in the compression process. Shirts can be compressed into shapes ranging from light bulbs to soda cans to cars. Once opened and washed, the shirts expand to a standard size and the wrinkles come out. 

There’s also a distinction in pure cotton shirts. For instance, 30 single-needle yarn – in contrast to the more common 18 single-needle yarn – offers more threads per yarn, producing a finer, softer feel and touch. “The vast majority of T-shirts are made with open-end cotton, which offers an excellent value for the price-sensitive customer,” says Hanes marketing director Mike Reed, adding, “the softness of ring-spun cotton, especially after wash, is unbeatable.” 

But T-shirt fabrics go beyond cotton and poly blends. Many Ts are now specially fabricated to meet the demands of active lifestyles. There’s a shirt available that’s made from DuPont Coolmax Alta, a high-performance polyester microfiber that quickly wicks moisture away from the body.

Hanes went a step further last year with its introduction of the Beefy Silver tee, woven of a patent-pending blend of cotton and Nativa rayon. The result is softness, improved drape, luster and a sophisticated color palette, all meant to satisfy demand for a casual staple with a higher-end appeal.

Construction Concerns

Just as fabric affects the quality and wearability of a shirt, so does how it’s made. “There are technical differences between Ts made for sports and casualwear,” notes Stacks. “The Coolmax T, for example, has set-in sleeves so there’s no seam or stitching across the shoulders. It also has double-needle topstitching and resists odor and mildew.” 

Higher-end Ts will likely have the added strength of double-needle stitching and shoulder-to-shoulder taping. They may also be quarter-turned, meaning the fabric tube that creates the body of the shirt was turned one-quarter of the way around before it was cut in the manufacturing process. This eliminates a crease down the front of the shirt, which can interfere with imprinting. 

Style, Style, Style

Of course, most recipients of a T-shirt will ultimately be most concerned with how it looks – not a bad thing, considering the wide selection that’s available.

“[People] want more personality in a T-shirt, not a boxy, unisex garment,” says Jennifer Adams, marketing coordinator for one of the major manufacturers. They want age-specific designs and looks, too. Demo-graphics are shifting, and more styles are appearing that appeal to the nearly 140 million Americans under age 35.

What styles? Adams says the 2x1 tank is hot for women. “They’re like the typical men’s undershirt tank, but designed to fit a lady. Another hot item is the cap-sleeve baseball raglan, a twist on the traditional long-sleeve raglan.” 

Still, demand for the basic T-shirt remains strong, according to Bostwick. And there’s also a strong interest in classics, such as ringer and baseball Ts. “For the kids, oversized and baggy are still the trends, as well as piping and stripes,” she says. “Ribs are becoming more and more important, along with overdyed heathers.” Another trend: pigment-dyed Ts, which fade slightly, giving them a vintage look.

Just like every other promotional apparel product, T-shirts have gone from unisex to different sex-specific cuts. “Men still want the comfortable, loose fit; women are looking more and more to form-fitting jersey and rib-knits,” says Bostwick.

“A woman’s shirt needs to be designed with the curves of the female form in mind,” notes Adams. “Shoulders should be smaller, armholes should be fitted, the waist should taper into a soft V. The fabric doesn’t need to be bulky, heavyweight jersey. Different styles should be considered, too. Boatneck shirts can be very appealing for corporatewear; scoops or U-necks can also provide a flattering fit.”

Imprinting 

When it comes to imprinting, do something that will get noticed, says Adams. “[There are] a lot of cool decorating techniques. Metallic screenprints or appliqués like tiny rhinestones or beads can really jazz up a T-shirt. If you approach the imprint with the vision that the shirt is a walking billboard to advertise your firm, you can be more open to nontraditional ideas.”

Your counselor can suggest all sorts of designs. Talk to her about the options that will take “your” T-shirt from basic to eye-catching. These days, even the most traditional “T” can become surprisingly noticeable with the right decoration. Maybe even enough to make your recipients thinking that they don’t quite know T-shirts, either.

Tonia Cook Kimbrough is a contributing editor of Imprint.