Counselor Top 40 supplier S&S Activewear (asi/84358) wants to make it easier for distributors to discover sustainable and responsibly produced products.

To that end, the Bolingbrook, IL-based supplier has introduced new product filters, allowing customers to search hundreds of products by certification and material attributes, making sustainable information more accessible throughout the purchasing process.

The company said the updates are designed to create a more intuitive and transparent shopping experience, helping customers quickly find products that meet their specific standards.

“We heard from customers a desire for transparency and easy access to information about mill certifications and product materials,” said S&S Activewear Chief Legal Officer Alaina Brooks, who helps oversee the company’s sustainability initiatives. “These enhancements reflect our focus on the customer experience by providing the tools, transparency and clarity customers need to shop with confidence.”

As part of the improvements, S&S Activewear said it now offers a clearer, more structured framework that defines how responsible products are categorized, providing greater visibility into the standards behind each product and enabling more informed purchasing decisions. For example, customers can explore responsible manufacturing certifications, such as OEKO-TEX STANDARD 100, bluesign and Fair Labor Association, to better understand how products are sourced and produced.

They can also search a range of recognized responsible materials, including organic cotton, recycled cotton, recycled polyester, Better Cotton Initiative cotton and U.S. cotton, giving customers greater insight into the materials used in the products.

The changes are built directly into S&S Activewear’s website, enabling seamless transactions.

S&S Activewear has been focusing on sustainability initiatives across its operations, including a renewable energy infrastructure with one of the largest privately operated solar networks in the industry, according to the company. The supplier said it plans to release its 2025 sustainability report in the fourth quarter of 2026 to outline its approach, progress and ongoing priorities.

Founded in 1988, S&S Activewear ranks second on Counselor’s most recent list of top suppliers in the industry, with estimated 2024 North American promotional products revenue of $3.6 billion. New rankings are due out in July.

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