May '16

For the Business of Apparel Decorating

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COMMON THREADS 2800 West Midway Blvd., Broomfield, Colorado, 80020 (800) 669-0424 • (303) 469-0424 • FAX (303) 469-5730 w w w . p r i n t w e a r m a g . c o m Publisher STACY MARSHALL Executive Editor CARLY HOLLMAN-LONG Digital Content Editor MICHAEL CLARK Staff Writer SANDRA SEPANIAK Art Director ERIK WOGEN Graphic Designer DAYNE PILLOW Associate Publisher CHRISTINA MONTGOMERY Advertising Account Executive DESIREE DELFRARI Advertising Account Executive DIANE GILBERT Sales Support JENNIFER ALGER Vice President / Events SUE HUEG, CEM, CMP Show Account Manager KATIE STOCKER Assistant Show Manager LINDA EDDLEMAN Education Manager KIM ZONCA NATIONAL BUSINESS MEDIA, INC. President & CEO ROBERT H. WIEBER JR. Vice President / Integrated Media JOHN BENNETT Vice President / Publishing & Markets DAVE POMEROY Vice President / Finance KORI GONZALES, CPA Director of Audience Development LORI FARSTAD Director of IT WOLF BUTLER Please recycle this magazine Quick Lessons From This Issue: 6 || P R I N T W E A R M A Y 2 0 1 6 * When creating designs using multiple layers of different heat transfer materials, make sure each unique color is processed separately. (PAGE 38) * The keywords that search engine bots respond best to always change. (PAGE 42) * The wide variety of fabric types and blend composi- tions has forced ink manu- facturers to create a wider range of plastisol curing temperatures. (PAGE 92) N ot to sound cliché, but as a rule, women tend to take their fashions seriously. They're also re- sourceful when it comes to maintaining their looks. They've long done whatever it takes to look their best while inventively adapting to the fashion challenges at hand. Take for instance, the stockings crisis during World War II. Prior to 1940, stocking options were either silk (ex- pensive), rayon (ill-tting), cotton, or wool (too hot for summer and too casual for evenings out). Enter nylon— which, fun fact, is rumored to be called such because of the collaboration between the New York and London Du- Pont oces that invented the textile. is wonder ber became the stocking material, as it was both more aordable and durable than silk, and also oered incredible shape retention. At the end of its debut year, more than 64 million pairs of nylon stockings were sold. But then came the war, and with its versatile and durable characteristics, nylon production was relegated primarily to war eorts. Instead of getting down about the lack of stockings, women got creative. ey took pancake foundation to their gams to achieve the even, smoothness of stockings, and completed the look with a brow pencil to replicate the seam up the back. It goes to show that you can't keep a fashionable woman down. While we no longer practice precise leg makeup application—although there is a leg contouring video making its way around the web—women are no less serious about making their fashions work for their every need. Need proof? Check out Nadia Santoli's article on the rise of versatile athleisure wear for everyday use (page 60). Or, ip to the Printwear eFashion Show (page 44) to see how women have helped evolve the wholesale market from boxy options to a selection almost as broad as retail. While these style adaptions are out of convenience and preference rather than necessity, it just proves that you should never underestimate the power of women and their fashion choices. Adapting Fashion Carly Hollman-Long

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