by Maddalena Baldini

While the 2020 turnover for the textile sector in Italy suffered a significant setback due to the pandemic, with a drop of 27.4%, today's estimates provide a breath of fresh air, not only when it comes to fashion, the domestic market and Italian exports, but also when it comes to the promotional world, which has always seen textiles as a cornerstone. Any actual recovery is linked to the end of the strict restrictions caused by the pandemic and, consequently, also the possibility to resume events, trade fairs and exhibitions, perfect places to showcase brands and gadgets, from shirts to caps, from workwear to sportswear. Another fundamental element is an increasing focus on the environment and the “health” of consumers through the use of high quality natural fibres, perfect for giving the garment a longer life cycle, and the use of recycled material. This is combined with the certification of origin and processing of the raw material and the choice of dyeing systems with low environmental impact, energy saving and CO2 reduction. Gor Factory, Camac and Beechfield report on new products and market trends.

The new trend: loving nature

In the rich new collection of the Roly Eco brand from Gor Factory, the focus is on ecofriendly products and nature. The all-time classics, available in the catalogue, are made with green fabrics, fabrics of recycled or organic origin, all with a twofold goal: to guarantee handiness and durability while respecting the environment. In addition to the unisex Batian and Vision sweatshirts in organic cotton and recycled polyester, the collection's trend embraces the Golden and Golden Woman short-sleeved t-shirts in 100% combed organic cotton.

Sustainability at the right price

And if the need and wish to have garments that are increasingly eco-friendly and made from certified materials is now one of the unavoidable requirements of promotional products, Camac Action-Wear focuses its attention on another very important aspect, namely dispelling the myth of sustainable products at excessively high prices. In fact, for the company, the variety of the catalogue and ever-increasing demand has led to a spontaneous evolution in this respect as well. Proof of this is the B&C Collection, which offers 22 organic models including high-quality T-shirts, polo shirts and sweatshirts at a very competitive price, or the new Evolution Organic T, BS t-shirt in organic cotton or the new Power Series by Tee Jays. T-shirts, polo shirts and sweatshirts, in all cases are available at unbeatable prices.

The James & Nicholson brand is also excellent in terms of value for money - and without ever losing sight of nature - with products made of recycled polyester and organic cotton with UV protection. Action-wear points out that buying a sustainable product means reducing water consumption. Furthermore, organic cotton is grown within a rotation system that favours fertile soils, safeguards biodiversity and does not involve the use of synthetic fertilisers, toxic pesticides or GMOs.

Ethically aware

Style and personality come together in the Westford Mill collection. A series of eco-friendly products carefully designed and cared for with the environmentally conscious customer in mind without sacrificing new shapes, colours and practicality. This extensive collection also includes the EarthAware Organic Accessory Pouch and the brand new Organic Cotton Mini Mesh Grocer, certified items to meet all customer needs. The brand's philosophy was to build on the genre of the best-selling garments and adapt them again not only in terms of style but to make them ethically responsible for the planet, obviously without neglecting the priority of being perfectly customisable and long lasting. Among the items that the promotional sector favours are the various bags in jute, canvas, cotton, organic cotton and Fairtrade Cotton items. This build confidence in customers that the cotton has been purchased at a price that allows producers in developing countries to invest in their business and communities in a sustainable way.