When it comes to headwear, trucker caps and mesh are still the hottest trends. Combined with retail influences, treatments, and decoration methods, the promotional products industry is turning out unique, high end styles that appeal to consumers across the board. Dad hats, as well as those that use high performance and athletic materials, are also seeing extreme popularity.
Trucker caps have been trending for several years now, according to Headwear USA’s Jeff Franklin. “Trucker caps never really went away but they are hotter than ever now, but not your old school stiff nylon mesh backs…upgraded, nicer mesh with a better hand is what most are after,” he comments. Additionally, the dad hat is hot, Franklin notes, the standard cotton six-panel, unstructured, fabric strap and buckle closure (sometimes Velcro). “Usually these caps are washed or pigment dyed.
“Another trending category would be performance,” Franklin continues. “Hats utilizing athletic, performance materials with moisture-wicking capabilities. The big difference here is that performance caps are really part of the fashion trend now and not just used in athletic settings.”
According to Emily Potter of Outdoor Cap Company, Inc., the driving force behind headwear promotional products is retail trends. “At Outdoor Cap, we look at styles that are bought and sold in stores, as well as looks we see on social media influencers to inspire new products and decoration methods,” she elaborates. “Mesh is king right now. We updated the traditional trucker style to a cap with comfort, quality, and style at a price that can’t be beat.”
In addition to mesh back truckers, the top current trend in headwear is patches, Potter continues. “Clients are always searching for new and unique ways to showcase their brand,” she asserts. “We do it by putting it right on top of consumers’ heads!”
Rhyen Campbell of Cap America also acknowledges the trucker cap trend. “Truckers are still a favorite among customers,” he comments. “So are higher end hats and alternative decoration methods like patches and sublimation. These trends are being driven by the desire for retail-inspired styles.”
Demand is at an all-time high for headwear, which has resulted in Cap America adding a fashion-forward cable knit to its line. Outdoor Cap’s Potter reports that its OC771 cap that was released last year has not only quickly become its top-selling cap but has also surpassed the company’s initial projections and expectations—thanks to its comfort-wrapped sweatband and color availability.
Franklin of Headwear USA adds that demand for headwear across the board is on fire! “The notion that a hat in the promo industry cost significantly more than a T-shirt simply isn’t true, especially if you have the right connections,” he explains. “But the real magic of headwear is that the perceived value is so much higher than a T-shirt. For example, in the retail market, hats average somewhere around $35 each while T-shirts are typically $15 to $20. I believe savvy distributors are noticing the similar cost between T-shirts and hats in promo and capitalizing on that perceived value. The best part is not having to deal with sizes!”
Headwear companies are relying on new and best-selling cap styles to carry the market this year. “Because of its urban-design influence and west coast styling, Outdoor Cap’s Red LBL line has been gaining a lot of traction in the promotional products space,” Potter at Outdoor Cap comments. “Red LBL caps explore fresh fabrics and unique shapes with a focus on crisp trims and high-end retail trends. And of course, OC771 is our bestselling cap over the past year.”
Over at Headwear USA, Franklin notes that decoration techniques for headwear seems to be where the major focus of “new” is. “There is a big rise in demand of domestic patches and other unique decorations other than just flat embroidery,” he states. “In regard to best sellers, for us, it’s been very much in line with the trends—our trucker caps like 4181 and 4002 are flying off the shelves. Our dad hats, particularly our 4168, is a constant staple. New performance styles like 4148 and 3998 are selling extremely well.” He adds that the company continues to sell its basic six-panel structured, heavy brushed cotton, Velcro closure cap, style 4199.
Cap America’s new cable knit has been an extremely popular seller, Campbell reports. “Aside from that, we introduced several new hats this year with new fabrics and fits,” he says. “Our best seller so far would be our new low-profile trucker the i3115, but our newest athletic line additions are also huge hits. The i7039, a polo spandex cap with knitted mesh back, has sparked a lot of interest with clients.”
Headwear USA’s Franklin shares that in his experience, distributors are either really comfortable selling headwear or they shy away from it because they don’t know enough about hats to feel like they can sell them properly. “This is where I say to leverage your supplier partners, after all, they are the experts in their product categories,” he advises. “Send logos to your headwear supplier and have them create virtual concepts that fit the need of the end user. Get sample kits. Don’t shy away from headwear, the category is averaging 7.4 percent of all distributor sales so if you’re not selling your customers hats, someone else is.”
Both Potter of Outdoor Cap Company and Cap America’s Campbell cite the statistic that a single-branded cap creates over 3,400 impressions throughout its lifetime—which averages approximately 10 months. “No other piece of advertising can boast those same statistics,” Potter states. “We try to encourage our clients to be as knowledgeable about quality headwear as possible. What’s the point in ordering a hat that no one will wear? A branded hat should be well-fitting, comfortable, and stylish so that it acts as a mobile billboard. You can’t say the same about a refrigerator magnet or a wall calendar.”
Campbell of Cap America adds that 67 percent of consumers keep and use a hat because they find it attractive. He concludes, “To get the most bang for your buck, you need to be offering your clients high quality, retail-inspired styles, and decoration methods.”
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