Who among us wouldn’t admit to a love affair with our tee shirts? From the time we can remember we’ve all had that one favorite tee. You know, that shirt that, if clean (and sometimes not), is the first thing we reach for when getting dressed each day. And, why not? It is practical, comfortable, and over the last few years…fashionable.
The tee shirt has undergone a tremendous change from the days of screen printing some pithy saying on mass produced, single color, boxy Hanes Beefy Tee. Enter the fashion tee. It is more fitted. It is colorful. And, it has a whole lotta somethin’ goin’ on!
Tees have featured embellishments like print-over-print, grinded edges, embroidery, foiling, and bling. And in recent seasons, all of the above on the same shirt! The style is called Rock Star Chic. You know what I’m talking about. The guys and gals that have replaced the disco ball as the nightclub’s primary light reflector.
Fashion tees are here to stay. But just what can we expect from this fashion category as we enter the fall season? Here are a few tips to keep you current and on the forefront of fashion.
When It’s Over, It’s Over
I know I’ll catch hell for saying this, so let me just get it over with…Ed Hardy is O-V-E-R. Why? Because, once you over-produce and over-distribute a label you take away the uniqueness and eliminate the “cool factor” associated with the brand. Christian Audigier has built a business model with his labels (Von Dutch, Ed Hardy, Smet) that doesn’t have the consumer in mind. The model involves putting the label on a few key celebrities to give it some cool then produce as many as you can, as fast as you can. Distribute them in every single store until the market is overloaded.
If you still insist on following the label, I suggest you hit discount fashion stores like TJ Maxx which now has an Ed Hardy section. The rock star chic mantle will be taken up by newcomer labels like Doctrine and Rebel Spirit.
Cleanliness is Next To Godliness
Tee shirts will trend cleaner going into fall. In twenty years, when kids are having 2008 theme parties, they will be attaching rhinestones to their shirts and howling with laughter at the clothes their parents wore “back in the day”. Look for the bling to give way to more sophisticated and artful designs. You will still find some metal stud work providing accents to design, but nothing on the scale that we’ve seen recently. Look for labels like Frank Pistachio and Cabral to lead the way.
Oh, and one of the great up-sides to this trend is that you should see pricing (which has fashion tee prices rivaling your best button up woven) moderate with fewer embellishments.
Vees & Tees
Fall will continue the love affair with V-neck tees. Tees that reveal just a little more skin are sexy, hip, and different from decades of crew neck designs. Guys are generally more comfortable with the high vee that is cut closer to the neck. The bolder, more confident guy may sport the L.A. inspired design of the deep vee with a scoop that lowers to mid-chest. One caution: lower cut vees are fine if you have the chest to pull it off. Without a pumped chest you’ll want to stick with a mid- or high-vee to make the look work for you. Tee shirt’s by the very popular Monarchy Collection and Project e are offering a wider, modified vee for guys (and gals) that looks really cool.
Fit Is It
Going out in South Tampa, hitting the clubs like Hyde Park Cafe, The Venue, The Slug, or the highly fashionable 717 South, you can’t help but notice the beautiful bodies. With all the gym work that has gone into developing those bodies you can’t help but want to show it off. Both men and women are opting for athletic fit tees. They feature a more narrow cut down the torso, slightly tightened arm openings, and closer shoulder seams. And, while a closer fit may be sexy, cross the line with a tee shirt that is too tight and you risk becoming a bimbo or meathead cliché. My favorite fit is produced by Project e and Hard 8. They have just the right fit to flatter.
Paint Me Beautiful
While white and black tees will never go out of style, look for bursts of color to continue. Reds, purples and greens appear to be the industry’s picks for the coming season. Guys and gals should consider their eye and hair color, as well as skin tone, in picking what works best for you. A knowledgeable sales assistant at your local boutique should be able to help you with this. Finally, really dark tees work better at night. They are somewhat out of place on a warm, sunny day.
I Feel Ya
Finally, the feel of the tee shirt has changed over the last few years. Gone are the standard weight jersey cotton tees. Enzyme washes, peaching, burn outs and slub cottons have made tee shirts more comfortable than ever. Nobody does this better than L.A. based Kinetix.
Finally
As we head into fall long sleeve tees will continue the surge started two seasons ago. They are practical for cooler weather and look great layered under your favorite button up woven.
So, go ahead and load up on tees. They are fun, fashionable and functional. Tee shirts will continue to rule the street as long as denim is king.
