Highlights from Southern Cal 2004

This is no question that “graphics” as a key element of the overall design is an important trend. No other place is it more apparent than the surf/beach lifestyle categories. It is a trend that has been growing in importance over the last five years. Finally it is being well executed from both a design stance as well as in production. Designers are finally understanding that apparel can be a canvas for expression while still maintaining the important traditional elements of creating great design such as fit, fabric, trim etc.

Graphic placements were as important as the graphics themselves. Innovative, irreverent placements were critical to the success of the design. Companies can communicate the progressiveness of their designs through the use of graphics and graphic placements. As a designer, the combination of graphics and design offers exciting possibilities in particularly the opportunity to work with talented graphic artists.

Directionally graphics were post-modern distressed effects the kind of influence in progressive music videos/ imaginary. Screen print was the application most frequently used perhaps because it’s easier to engineer and less expensive than other printing methods. However embroidery was also used effectively to produce random, chaotic texture within the printed design, a great combination.

Another important trend is the redefinition of the “tee shirt”. It has slowly but surely been going through a radical transformation of sorts. It is no longer the boxy top it once was instead it is form fitted, shaped, v-necked, cut-up and re-stitched—you name it. It has opened a whole area of experimentation. The tee shirt fabrication has also evolved to very light weights to accommodate multi-color layering concepts and for extreme comfort on very hot days. The lighter the fabric the more comfortable it is. Cotton blends help keep moisture at bay. Tees are being worn as both fashion statements and performance garments.

Other trends worth mentioning include flora-oriented designs especially in women sportswear, an ongoing seventies inspiration with includes platform shoes, bead bags, uneven hems and tie-dyed fabrics. And military themed concepts like camouflage surf trucks with cargo pockets and war related machinery type graphics. Interestingly the “military” influence has been a very long ongoing trend. It continuously redefines itself and its influence is adapted in new areas of the apparel industry. Could your area be next?

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