PCNA (asi/66887), a Counselor Top 40 supplier, has launched DARA – a new four-piece collection in which each apparel item is made from recycled material. DARA features a short-sleeve T-shirt, long-sleeve T-shirt, quarter zip and polo, all in men’s and women’s styles and made from 100% recycled polyester. The fabric is specifically engineered to accommodate PCNA’s in-house decoration techniques, including embroidery, laser, deboss, transfer, HXD and mixed media, the company said. “We’re excited to introduce the DARA apparel collection, a new addition to our refreshed Trimark line, Elevate,” said Priscilla Castro, PCNA’s apparel category director. “It’s a collection that delivers on both style and sustainability, making it a smart fit across industries.” 

Cap America (asi/43792), a Counselor Top 40 supplier, has promoted Cindy Ward to customer service supervisor. Ward began her career with Cap America in 1992 and has been a cornerstone of the company’s customer service operations, executives said. “Cindy is one of those rare individuals who brings both historical insight and forward-thinking leadership,” said Paige Karius, customer service manager. “Her career has been marked by an unwavering dedication to our customers and our team. She leads with empathy, experience and a drive to continually improve the service we provide.”

Elevate Brand Marketing (asi/600369) has become an affiliate of Counselor Top 40 distributor Geiger (asi/202900). Going forward, Texas-based Elevate will be known as “Elevate Brand Marketing, A Geiger Affiliate.” Elevate’s leadership and core team will remain in place. “Joining Geiger will allow us to expand our capabilities and provide innovative solutions to our enterprise clients,” said Jeff Sampson, CEO and co-founder of Elevate Brand Marketing. “Geiger’s robust e-commerce solutions, their global footprint and industry leading technology will allow us to scale while preserving the agility and entrepreneurial spirit that has fueled our success."

The Magnet Group (TMG, asi/68507), a Counselor Top 40 supplier, has welcomed three new sales professionals, all of whom have considerable promo experience, executives said. Jessica Majors will represent TMG in Kansas, Missouri and Illinois. Tom Kronberger will focus on Georgia, Florida and Tennessee. Amy Reliford will be TMG’s regional sales manager for Indiana, Ohio and Kentucky. “I could not be more pleased with the sales team we have in place,” said Dan Jellinek, TMG’s chief revenue officer and a member of Counselor’s Power 50 list of promo’s most influential people. “We have strong people in all areas of the country. We have the foot on the pedal, believe in our plan and have great people in place to execute.”

SRG (asi/84592; Canada, 84595), a Counselor Top 40 supplier, has announced that Steve Smidt, vice president of sales & marketing, will be retiring at the end of May after more than 25 years in the industry. In his 14 years with SRG, Smidt played a critical role in company strategy, business development and customer relationships. “We’re incredibly grateful to Steve for his dedication and leadership,” says CEO Mark Waisbrod. “His contribution to our success cannot be overstated – from building trusted partnerships to mentoring our team, Steve has helped shape the culture and reputation of SRG. We wish him all the best in his well-earned retirement.”

The Vernon Company (asi/351700), a Counselor Top 40 distributor, has added Troy Smith and Patricia Ditto to its sales team. Smith has more than 25 years in the television industry and plans to merge storytelling and strategy to create engaging content for clients. Ditto, owner of Sticky Fish LLC, has more than 14 years of experience in custom products and branding.

City Bonfires (asi/45223) Co-founder Chris McCasland was recently featured on Fox & Friends for a Made-in-America segment celebrating National Small Business Week. McCasland showcased products that include mini-portable fire pits, s’mores kits and citronella candles.

Caro-Line (asi/44020) has released a 2025/26 catalog featuring USA-made product lines American Blankets, Bandanna Promotions and Swag-Wag Pets. Caro-Line said it has been USA-owned and USA-made since 1946 in Greenville, SC. The company joined the promo industry in 1985 and has opened a second imprinting and production facility in Tryon, NC.

Gemini Industries (asi/56100) reported Monday, May 12, that its website was operational again. The site was down for a time, the firm had reported Friday, May 9. 

Competitive Edge (asi/166085) recently relocated its headquarters from Stevensville, MI, to a larger warehouse and office facility in St. Joseph, MI, where the promo distributor was originally founded by current CEO Mary Jo Tomasini. “It feels incredibly right to bring our HQ back here as we embark on this exciting new chapter,” Tomasini said. The distributor is hosting a ribbon cutting ceremony for its new headquarters at 3515 Lakeshore Drive, St. Joseph, MI, on June 11, from 3 to 5 p.m.

Proforma (asi/300094) has surpassed over 12,500 active e-commerce stores on its online platform, ProStores. Last year, the Counselor Top 40 distributor expanded the platform to include a ProStores+ option, which it said contributed to reaching this most recent milestone. “Proforma has invested and continues to invest significantly in our technology,” said Brian Roney, senior director of product design. “Our goal has been and always will be to empower distributor owners’ success.”

Edwards Garment (asi/51752), a Counselor Top 40 supplier, has appointed Chad Maybury of Monarch Creative Agencies to represent both Edwards stock apparel and EdwardsX custom garments in Canada. Maybury has more than 20 years of experience selling apparel in the Canadian promo market. “With his demonstrated expertise in apparel, uniform sales and proven leadership capabilities, Chad brings valuable experience that will enhance our organization's strategic initiatives,” said Brian Deissroth, senior director of promo and international sales for Edwards Garment. “His appointment underscores our commitment to strengthening our team with top-tier talent as we continue to advance our business objectives and expand our business in Canada.”

Sock Club (asi/88072) announced a price freeze across its entire product line. The majority of the custom sock supplier’s products are manufactured in the United States, but the company also said it would absorb added costs associated with imported items due to continued tariff uncertainty. "By holding our prices steady, we're giving our clients the confidence to quote projects knowing that the numbers won't change tomorrow,” said Chloe Ayres, vice president of marketing at Sock Club.

Elemental (asi/51846) said it will maintain current pricing on all stainless-steel drinkware through the end of 2025. “At a time when rising costs – especially due to tariffs – are impacting nearly every corner of the supply chain, we’re choosing to absorb those increases so our customers don’t have to,” said Vinh Lieu, president at Elemental. “Our commitment to quality and value remains as strong as ever.” The only exception, according to Elemental, is a modest price increase on its Tritan bottle line, which will go into effect in June.