It’s almost a new year, and people are ready for a change … of clothing.

In 2021, expect a return to brighter colors and fun patterns. People will also be increasingly eager to dress up, whether for work or safe socializing. Despite this renewed spirit of sartorial optimism, however, the effects of the lengthy pandemic will linger: Athleisure and casual looks will stay a strong force as many embrace remote work indefinitely. And not only will masks remain de rigueur, at least in the short term, but the concept of dressing for protection will also catch on in a broader sense, with consumers clamoring for fabrics with antimicrobial finishes and other technical features.

Counselor spoke with style mavens from a handful of top apparel suppliers in the promotional products industry to get a forecast of 2021 fashion. Here are the top trends to watch.

Building a Better Basic

People are seeking out functional garments with classic styling to create capsule wardrobes that will last them long after current fads fade. “Functional products that serve a purpose and meet an important need are received better than fast fashion by today’s consumers,” says Lauren Cocco, director of merchandising for Top 40 supplier Vantage Apparel (asi/93390).

Look for garments with classic styling and refined fabrication, which give them staying power in people’s wardrobes. A top option is this sweater hoodie (9156) from Charles River Apparel (asi/44620); charlesriverapparel.com.

The idea of “buying less, but better,” long a rallying cry of the sustainability set, made inroads with the general public during the pandemic. “With the reduction in vehicle traffic in cities due to stay-at-home orders, global pollution levels dropped quickly and visibly,” says Vicki Ostrom, trend analyst at Top 40 supplier SanMar (asi/84863). “This accelerated the sustainable movement as consumers felt encouraged that positive change was possible in the fight to reduce climate change.”

There’s a growing movement of people who are more mindful of their purchases, looking for higher quality pieces built to last. Ostrom says that results in the purchase of premium-brand items that ultimately cost more than what would’ve been purchased before the pandemic. That also means consumers want clothing that will do more for them. “Offering elevated core items that have a multipurpose end-goal is key,” says Tsedenia Kiros, director of design at Top 40 supplier Charles River Apparel (asi/44620). “Consumers are integrating all areas of their lifestyle, and this, in turn, demands multifunctional apparel.”

TIP: Present a range of options to prospects, from conservative to out there. Let their reactions help you narrow down the perfect choice.

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Check out an Instagram video conversation between the author of the article, Theresa Hegel, and ASI's social media guru Melissa Newman about apparel trends.

Bright Colors, Bold Patterns, Touchable Textures

Tie-dye took over this year, spurred by the rise in DIY as households looked for fun activities during the seemingly interminable self-quarantining and stay-at-home orders. “Tie-dye, a trend no one saw being so dominant, has ruled most of 2020,” says Jessica Jacobs, inside sales manager at Top 40 supplier S&S Activewear (asi/84358).

Have fun with colorblocking and texture, as shown on this fleece jacket (3181) from Vantage Apparel (asi/93390); vantageapparel.com.

Next year, exuberant colors and patterns will continue to make a splash, whether in the form of a neon yellow hoodie, vintage camo tee or something else. “We’re seeing tie-dye T-shirts with leopard-print sleeves,” Jacobs says. “People aren’t afraid of their imagination, and they’re running wild with that.”

Related to that trend are textured and layered prints, according to Summer Bennison, marketing manager for In Your Face Apparel (asi/62494). That could mean anything from a “plaid fuzzy shacket [shirt jacket] or a cheetah velour pant” to a patchwork coat or colorblocked top.

TIP: Not digging a full-on neon hoodie? Consider a small, bright imprint, such as a neon embroidered logo along the collar line. It will certainly punch up Zoom calls.

A Return to Dressing Up (Sort of)

As workers eventually head back to the office, many will also emerge from the cozy cocoon of WFH clothing. Don’t let appearances deceive you, though. Comfort will still be key. “As the world progressively returns to a new normal, there will be an uptick in excitement to get dressed up,” says Charles River Apparel’s Kiros. “This shift will happen in an undulating fashion, where we start incorporating pieces from our wardrobe that instantly dress up an outfit. Throwing a stylized blazer over a core essential T-shirt or hoodie is an example.”

Soft layering pieces dress up any look while maintaining maximum comfort. For one prime choice, look for this duster cardigan (LB6002) from Tri-Mountain (asi/92125); trimountain.com.

Other examples of this trend, says Ostrom of SanMar, would be items like button-front shirts in stretch knits or a shirt-jacket paired with an elevated tee as a stand-in for the traditional suit and tie.

John Perez, marketing manager at Tri-Mountain (asi/92125), expects soft fabrics and layering pieces to remain a staple as well.

TIP: For salespeople working remotely, encourage employers to send three or four layered items (tees, sweaters, quarter-zips, etc.) and let the reps mix and match to their heart’s content.

Dressing for Protection

Way back in the early days of 2020, wearing a surgical mask on the subway was bound to get you a few stares. It didn’t take long for attitudes to change as COVID surged across the country. In ASI’s most recent Ad Impressions Study, 80% of people reported wearing masks in public most of the time. And masks quickly evolved into fashion statements, with people seeking out reusable cloth styles to enhance comfort and express their personality.

Protective clothing is on trend as people look toward apparel to keep them safer, including this Badger Sportswear T-shirt (1921) with a built-in mask. Available from S&S Activewear (asi/84358); ssactivewear.com.

Widespread mask use will likely continue for at least the first part of 2021, and suppliers have gotten even more creative at incorporating the new norm into garments – attaching gaiter-like neck pieces to shirts and hoodies, for example. The need to feel protected will extend beyond just masks, apparel experts say. “Fabrics with protective features are key, such as antimicrobial and antibacterial properties,” Cocco of Vantage Apparel says. “Also look for added features like hi-vis trim, water-repellency or waterproof elements, breathability ratings, UV protection and moisture wicking.”

TIP: Get in on the kitting craze with a PPE kit that features apparel with other pandemic essentials, from hand sanitizer to touch-free keys.

It’s What’s on the Outside That Counts

Outerwear will get top billing next year, SanMar’s Ostrom predicts. “Our social interactions have been taking place outside, even in cold weather,” she adds. “In the past year, we’ve also rediscovered just how much we love the great outdoors.” And that means a renewed focus on jackets and coats.

With the growing emphasis on outdoor activities, coats and jackets have taken center stage. Look for comfort, performance and style combined in a single garment, such as this North Face trench coat (NF0A5290) from SanMar (asi/84863); sanmar.com.

As far as styling of said garments, Kiros of Charles River Apparel points to the emerging trend of “unisex, utilitarian, functional designs.” An example, she adds, would be “hardworking outerwear that caters to year-round weather enabling hybrid looks.”

Packable and convertible jackets will also remain popular.

TIP: Curb the sticker shock of quality outerwear by guiding clients into paying for one single-quality item instead of multiple budget options that collectively will have less impact.

We (Still) Love the ’90s

It’s the decade that keeps on giving, whether that means plaid flannel with baby-doll dresses or color-blocked crop tops with bike shorts. One throwback that’s been growing in popularity is the matched set. Jacobs of S&S notes Beyoncé’s Ivy Park collaboration with Adidas in early 2020 as a bellwether. “Matching tops and bottoms are almost a throwback to the sweatsuits from the ’90s that were so popular,” she says. Within the promo industry, she points to items like the J. America hooded sweatshirt (8642) and its companion jogger (8643) as answers to the trend. “They make me want to watch TGIF reruns,” she says.

Matched sets, like this J. America fleece sweat suit (8642, 8643) from S&S Activewear (asi/84358), harken back to the era that brought us The Fresh Prince of Bel-Air.

TIP: Tap into ’90s nostalgia with creative self-promos that echo the favorite movies and TV shows of the decade. It’s a great way to feature new apparel styles.

Theresa Hegel is the executive editor for digital content at ASI. A journalist for two decades and winner of multiple national awards, she focuses on a variety of topics, including apparel, decorating, technology and the intersection of all three. Tweet: @theresahegel; email: thegel@asicentral.com

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