Inspired by retail fashion trends, the new style fills a gap in the imprint market. "This type of garment is everywhere in retail at present, yet it is notable by its apparent absence from the imprint product portfolio," Alison McKenzie, brand director, explains.

The new T shirt is mainly aimed at the younger, more style-conscious male and is suited to everything from trendy promotions to college wear and boutique fashion labels. But the needs of the music merchandising industry were uppermost in the product development team's mind.

"Our hooded sweats are big sellers in the music merchandise market and our research showed that a well-designed hooded T shirt would sell equally well. The long sleeve hooded T complements our hooded sweats and provides an added value alternative to our conventional short sleeve Ts, which have long been a staple of this sector of the market. The positive feedback from customers suggests that the launch was timely, to say the least," adds Alison.

"The hood and sleeve provide extra placement options for decoration. Sleeve prints are as much a part of the music scene as the power amp. And decorators shouldn't overlook the possibilities of printing onto the hood - it is a highly visible location. We would advise decorators to be proactive in suggesting additional, revenue-generating sleeve and hood prints to their customers."

The long sleeve hooded T is 100% cotton (160 gm/m2). The self-fabric hood is finished with a stylish cross over at the front, and the shirt has a taped neckline for comfort. Colours are black, deep navy, heather grey, light graphite, and white. Sizes are S to XXL.

For more information call 01952 682900, email: cust_enquiry@ftlte.fruit.com or visit www.fruitoftheloom.eu

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