Anywhere But Left Chest.

Say it with me. This is about apparel, not uniform. And it’s the most common trap brands fall into when they’re designing clothing for their audience.

Brand apparel is oxygen to your brand merchandise, and done right, can be your opportunity to get really creative and make some deep-rooted connections with your audience that sometimes other products can’t touch. The problem is, when brands are thinking about producing apparel, the first thought is “I’ve got to get the logo on there” And the go-to is left chest. This is a problem though - this isn’t thinking about the real solution - this is thinking uniform, and nobody wants to wear uniform. The second problem is (and you might not want to hear this) but your logo isn’t enough. You’re not Nike. You’re not Supreme. I know that stings a bit, but as soon as you get outside that mindset it will really help you.

So what are we talking about. We’re talking about creative designs that REPRESENT your brand. Designs that CONNECT with your audience.

How do you do that?

📷 Black Rifle Coffee Company.

We always say “make it wearable” - this just means something they want to wear. Not a promotional gimmick. The best thing to do is to get in the headspace as if you were designing a collection for a fashion brand. Black Rifle Coffee have produced a great example of this, Their designs speak to their demographic of current target customer, but there’s hardly a straight logo in sight. Instead their focus has been around producing creative, authentic designs - influenced heavily by their brand and who they are - that their customers have enough of a connection with that they’ll part cash for it. And if you’re producing for an event or a giveaway promo, then make it so that they WOULD part with their cash. Wearable means keepable. Keepable is the whole game as this maximises value not just financially but also brand loyalty and brand longevity - something every department in your company will be happy with.

📷 Folk X Camden Town Brewery

So think about your brand. That means think about who you are and what you represent. Then think about how that connects to your customers and if you were to put those thoughts into apparel, what would that apparel be and how would it look. If your brand wasn’t a brand in your current industry, but it was a clothing brand, what lines would it have in it.

Start here and your brand apparel and brand merchandise game will go to the next level. Facts.