Headwear Hits the Mark

Themed designs, performance fabrics and "green" elements drive this year's headwear market.
March 1, 2008

Whether it's the fashion-forward styles filtering down from New York runways, the latest looks sported by professional athletes or cutting-edge trends in the hip-hop world, today's successful headwear styles meld fashion, practicality and sustainability. Manufacturers have tapped into the market by targeting consumers with qualities that matter most to them, be it a popular style, moisture-wicking fabric or eco-friendly features. In today's headwear market, there's something for everyone.

SURE HITS FOR 2008
Successful caps are created from the same basic formula, but along the way features are tweaked to yield new designs. Cap America's model i3050 cap features contrast stitching and a mesh back, and is one of the company's new styles to watch closely. "It is a twist on a classic look because of the super soft mesh fabric," says Anessa Fritch, director of sales and marketing for the Fredericktown, Mo., manufacturer.

And if customers seek truly original designs, Cap America's custom overseas program moves customers' ideas from their heads to their hands. "Our talented graphics team is able to produce concepts and provide ideas for customers looking for something never before seen," Fritch adds.

For Outdoor Cap, Bentonville, Ark., variations of its garment-washed twill cap continue to be its top-selling style, says Chris McConnell, executive vice president of sales. "We carry several versions of the basic, solid-color style, including contrast stitching, sandwich visors and other treatments and accessories," McConnell adds. "Our licensed camouflage caps also are popular styles. We carry all major camo patterns in many styles." The company recently introduced a Gameday Camo collection that combines camouflage and team colors to achieve a unique, interesting look.

For many manufacturers, the ever-popular six-panel cap will remain at the top of the sales charts. "Our top-selling style is an unstructured six-panel baseball cap," says Dale Dekensohn, president for Econscious, Petaluma, Calif. "A close second in sales is our Corps hat, which is an infantry style." Magic Headwear, Compton, Calif., also shows its confidence in six-panel caps, having recently introduced style 5084, a six-panel 100% heavy brushed cotton, double-side trim cap.

Flexfit/Yupoong, Hicksville, N.Y., recently introduced its 210 premium fitted cap, which accommodates more than just end users. "We're noticing that retailers are getting caught with odd [cap] sizes in their inventory," says Mark Stern, vice president of sales. "We've developed a hat that molds and stretches so that it accommodates several cap sizes." The 210 premium fitted cap is available in sizes S/M, fitting cap sizes 67/8 to 71/4 inches, and L/XL, fitting cap sizes 71/4 to 75/8 inches. The product features a high crown, flat visor and absorbent headband.

While classic hat styles will remain just that, some companies are revealing promising new themed styles. Dri Duck Wildlife Series caps (see p. 48), distributed by S&S Activewear, were a huge success last year, according to Margaret Crow, marketing director for the Bolingbrook, Ill., supplier. "Dri Duck knows exactly what the market wants," she says, adding that the company has enhanced its offerings by adding a camouflage wildlife series, with labrador, mallard, buck and turkey designs; a mesh series, with mallard, deer, northern pike and retriever designs; and an endangered species series, with cougar, falcon, gray wolf and grizzly bear designs.

"Customers absolutely love these caps," Crow continues. "They have been a big attraction at the 2008 trade shows. These are an added value to embroiderers because of the amount of beautiful and detailed embroidery already on the cap." Crow says these themed caps are ideal for outdoor events, hunting clubs, lodges, resorts, environmental groups and camps.

Shawnee, Kan.-based Sportsman Cap Network, which also distributes the Dri Duck brand, is seeing strong sales from the Wildlife Series as well. "The Wildlife Series is flying off of our suppliers' [shelves] nationwide," says Bruce Blackman, vice president of sales. "These blank caps are sold with tone-on-tone embroidery featuring various wildlife. From Houston to Portland, our suppliers say the same thing: 'Send me more.'"

For 2008, Sportsman Cap Network just added the Flexfit Flat Bill 210FF. "You can't go to a baseball or football stadium and not see the Flat Bill in souvenir shops," says Blackman. "The bill, which is completely flat, represents the latest trend in hip headwear. This has been a retail phenomenon and we're hoping it will cross over and be more than a retail success."

Mega Cap Inc., Rancho Cucamonga, Calif., recently expanded its army cap selection, adding new colors, fabrics and prints. "Our Fidel army cap continues to be what's popular and in demand — especially with the fashion-forward and younger crowds," says David Chen, sales/marketing manager, adding that mesh-back trucker-style caps remain trendy as well. Mega Cap also introduced new domestic decorating options, which involve the direct transfer of rhinestones, studs and pearls onto its caps.

IF THE CAP FITS
Regardless of a cap's visual appeal, if it doesn't have the right fit, you're not selling the right cap. As with apparel, caps look perfect on catalog models, but it's up to you to ensure this look will translate to your customers. "Sizing and fit are indicators of a quality cap," says Outdoor Cap's McConnell. "It's easy to make a cap that looks OK on the shelf or in a catalog, but the cap must not only look good, it must also fit well."

Cap America's Fritch agrees: "No matter how great [a cap] looks, if it doesn't fit correctly, it won't be worn. We offer different closure options so the right fit can be achieved." The company's fitted cap, style i7012, is available in sizes S/M and L/XL. "It is made with A-Flex, which means it slightly stretches to fit properly," she adds. Dan Saferstein, president of Sportsman Cap Network, finds that having many options allows customers to choose what is best for them. "We offer brands including Big Head Caps, Lady Caps and Kid Z Kap, as well as sizes from small to XL."

Outdoor Cap prefers that its caps have deep crowns and a good fit. "Most cap wearers are very particular about how their cap fits, and we want our caps to be worn," says McConnell. "In the promotional products industry, getting the end user a quality product that will be used or worn is critical. What good is a cap with advertising if no one wears it?"

ALL IN THE DETAILS
"We have found the [target age range] in the fitted market is 12- to 50-year-old males, where just a few years ago it was 12- to 20-year-old males," says Karen Pastor, marketing manager, Magic Headwear, Compton, Calif., adding that some manufacturers have capitalized on this expanded market with a high price-point cap. In 2007, the company introduced the Fittie, a new fitted cap that is true to size, made from 100% wool and has a U-curve, flat bill and box look.

When it comes to headwear colors and fabrics, it's the details that distinguish a good cap from a great one. According to S&S Activewear's Crow, plaids and stripes are big this year. "We added the Peter Grimm Sister Cadet Cap this year, and it's doing well," she says. "In addition, natural, earthy colors are very popular in caps for 2008."

For the past three years, Flexfit/Yupoong has produced fashion-forward striped hats for professional athletic teams. "A major portion of our business is private label, much of it coming from athletic teams," Stern says. "We introduced the pin-striped cap to the decorated apparel channel two years ago, and since then it has really taken off. We're looking to increase its color offerings for 2009."

Mirroring popular apparel shades, Outdoor Cap points to browns and pinks as home-run hitters. "We added brown to several of our more popular styles, and continue to have success with pink caps for ladies," McConnell says.

Apart from colors, performance fabrics have paved the way for practical, innovative caps. "Moisture-management performance fabrics are popular, and we continue to add styles and features to our caps using this type of fabric," McConnell adds. Cap America, which added 13 new headwear styles for 2008, now offers two water-repellent cotton/poly nylon caps, styles i7010 and i7006. "Fabrics that are moisture-wicking, anti-bacterial and lightweight, which have carved a niche in the apparel industry with T-shirts and sport shirts, are now gaining ground in headwear," says Blackman of Sportsman Cap Network.

GOING 'GREEN'
Though cotton may seem passé as a headwear fabric, organic cotton is peaking in popularity. "Organic cotton is the biggest thing this year in cap fabrication," says S&S Activewear's Crow. Cap America introduced a 100% organic cotton cap this year, and Magic Headwear added three ENV organic hats. Econscious, which only produces "green" products, is experimenting with materials such as recycled polyester, woven stretch twill, wool/hemp/Lyocell and 100% hemp, according to Dekensohn.

With the "green" movement spanning all types of businesses, as a decorator you are bound to have clients who only desire eco-friendly products. "For distributors faced with the challenge of finding a 'greener' product, our i3080 organic cotton cap is made from 100% organic cotton, which is harvested from pesticide-free farms, translating into less chemicals and less pollution," says Fritch, Cap America. The cap uses an eco-friendly dye, includes a button made of lead-free metal and a visor board made from recyclable plastic.

Econscious stocks blank baseball hats, corps hats and visors, plus a rib beanie and a visor beanie, offering one of the most extensive "green" headwear collections available. "The styles we offer are unique because the fabric is produced with sustainably grown cotton fiber and processed with low impact to the environment, making them fashionable and functional," Dekensohn says.

The three styles added to Magic Headwear's ENV Organic collection include 3042, a chino twill cotton with a Velcro closure; 1606, a U-Fit chino twill constructed cap; and 8040, a beanie made from 100% recycled yarn. Outdoor Cap also has introduced a line of organic caps, including styles specially made for women. "We have a standard sized style in six colors and a ladies' style in three colors," McConnell says.

Mega Cap recently added three new organic fabrics to its "green" collection. The company now offers caps, visors and even performance pieces in 100% organic cotton, recycled PET (plastic packaging materials) and bamboo charcoal, Chen says. Flexfit/Yupoong has introduced its Bamboo Flexfit, made from 38% bamboo and naturally antibacterial. "Eco-friendly products have been very strong in the promotional products industry," Stern says.

For more information or to comment on this article, e-mail Haley at hshuler@impressionsmag.com.

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