One of this year’s hottest style trends looks to retirees for inspiration.

You read that right. “Eclectic grandpa” – 2024’s version of coastal grandma – is making the rounds on TikTok. Think staples in a grandfather’s closet: corduroy, tweed, sweaters and vests, button-down shirts, loafers and patterned hats in tans and browns, all combined into outfits that reflect the wearer’s unique personality.

“[A grandfather’s] wardrobe is often sophisticated, but not in the modern way, and still relishes in the vintage fashion of their youth,” writes Madison San Miguel for TODAY. “That’s the essence of the ‘eclectic grandpa’ trend.”

“Grandpa core” has been cropping up on catwalks thanks to fashion houses like Loewe, Miu Miu and Bode, and on celebrities like Gigi Hadid, Alexa Chung, Kendall Jenner and Tyler, the Creator.

The unisex aesthetic fits well with other cultural and lifestyle shifts – data shows that millennials and Gen Z are going to bed earlier than preceding generations, with ideal Friday nights that include warm jammies and clean sheets. Today’s young professionals also tend to be increasingly health-conscious, which may help explain why ASI Chairman Norman Cohn, 91, went viral recently on social media for his love of V8 juice. Meanwhile, ties – a stalwart piece in grandfathers’ closets – remain popular as a fashion accessory in both retail and promo.

Here are five grandpa-inspired products from promo suppliers that will help end-buyers leverage the trend.

1. Retail Stores

With single-use plastic bag bans continuing to proliferate, retail stores and markets – including local farmers markets – can offer vintage bags so shoppers can browse in style.

PITCH: Suggest that stores offer corduroy bags for sale and/or as a gift-with-purchase to encourage regular use.

Corduroy tote (VX4254) from Core Gifts Promo (asi/46671)

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2. Corporate Events

Help teams celebrate big wins, grand openings and new product launches with custom apparel inspired by grandfathers.

PITCH: Propose that clients customize knitwear with their logo and message to distribute to team members.

Custom jacquard sweater vest (KW0040) from Knitwise Inc. (asi/65456)

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3. Company Stores

Employers will appreciate branded accessories to add to company stores for uniform programs and/or personal use.

PITCH: Recommend custom calf socks with the company’s logo and brand colors.

Cushioned calf socks (SMC125) from imprintID (asi/73651)

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4. Incentive Programs

Reward loyal employees with high-end accessories that feature classic styling, like leather, tweed and metal detailing.

PITCH: For companies that staff frequent commuters and travelers, advise that they add bags and luggage to incentive programs for milestone anniversaries and work achievements.

Hartman shoulder bag (141391) from Indigo (asi/62560)

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5. Media Outlets

Media and communications teams can promote their brands on classic newsboy caps. Think e-newsletter referral rewards programs, new subscriber gifts and influencer bundles announcing big news.

PITCH: Consider grandpa favorites like ties, plastic Bluelight-blocking glasses and patterned caps.

Men’s herringbone cap (A 4296) from American Gifts Inc. (asi/35502)

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