Fruit of the Loom currently produces over 1.6 million T-shirts a week for sale to its European customers, and holds over 30 million pieces in stock. It says the market for imprintable T-shirts has changed beyond recognition during this time: the current choice of styles is unprecedented, as is the palette of T-shirt colours, which now caters for both corporate and fashion/retail requirements.

"Fruit of the Loom offers a comprehensive catalogue of T-shirt styles, encompassing crew neck, V-neck, short sleeve, long sleeve and sleeveless; Lady-Fit and Slim Fit; two-colour baseball, ringer, and layered designs," says Alison Woodvine, European Brand Manager.

Woodvine adds that one of the major changes in recent years has been the introduction of different T-shirt fabrics: "As well as 100% cotton in various weights, we also offer cotton/elastane blends, and 1x1 ribs. There is a choice of seven different T-shirt fabrics in total, with 11 T-shirt styles made in the bestselling Valueweight fabric."

The changes within the imprintable T-shirt market largely result from the T-shirt's newfound positioning in retail, which has made it more acceptable, says Woodvine, and elevated it from basic style to retail fashion item.

However, the fashion influence is tempered within imprint to suit the products' intended purpose, she adds: "The promotional T-shirt is still essentially that - a promotional garment. It must be simple to decorate: so, for example, you won't find ruching on a Fruit of the Loom V-neck tee, as this would interfere with the printing.

"Similarly, while new T-shirt styles may have a more fashionable feel, they are not high fashion items that will be ‘in' one year and ‘out' the next. We might adjust the fit and length of a T-shirt subtly over time as fashions change, but the overall design will remain the same to ensure continuity of supply - a primary requirement for most imprint customers."

Today's broad choice of T-shirt styles, fabrics and colours gives customers and end users greater scope for matching garments to specific uses. For example, Fruit of the Loom says its 100% cotton styles offer a multitude of value for money options for high volume promotional campaigns. The Screen Stars Original Full-Cut T is a popular choice for summer campaigns and warmer climates, where customers prefer a lighter weight fabric.

The American Heavy T, launched in 2007, offers a heavier weight option and has proved a success with budget-conscious UK promowear buyers. The Valueweight T and Super Premium T ranges offer a higher standard of finishing and a wealth of different styles for both high volume promotions and more targeted campaigns.

Fruit of the Loom's cotton/elastane T-shirts offer another step up in terms of quality and are ideal for workwear or retail merchandise, it says.

One of the newest additions to the Fruit of the Loom T-shirt collection, the Lady-Fit Strap T, is made in 1x1 rib fabric and offers an alternative to the cotton/elastane styles for ladieswear customers requiring a T-shirt with inherent stretch, but at a lower price point. The sleeveless styling makes it a great choice for summer promotions, as well as the tourist souvenir market.

Web: www.fruitoftheloom.eu; Tel: +44 (0)1952 682900; E-mail: cust_enquiry@ftlte.fruit.com

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