February 2007

SNAPSHOT: Performance Wear Goes Fashion Forward

Rather than the basic cotton T-shirt or polo, consumers want the ultimate body
protection and comfort. Enter performance apparel, says fabric expert Sion Shaman.

Expert Performance T co-owner Sion Shaman has a long history of manufacturing performance fabrics for the athletic-apparel market. But after just three years of expanding Los Angeles-based Expert Performance T’s products from retail into the promotional arena, he’s helped to land contracts with Disney, the U.S. Postal Service and the U.S. military.

Wearables Business:

What are some recent innovations in performance apparel?

Sion Shaman: The performance apparel market
started with a moisture-wicking product that transferred moisture away from the body to keep the wearer cool, comfortable and dry. But now that hygiene is becoming more and more important to the public, people want antibacterial qualities along with UV protection. They also want products that are lightweight and specifically designed to keep them cool in the summer and warm in the winter.

Wearables Business:

What’s the next biggest industry trend
in performance apparel?

Sion Shaman: The performance market revolves around
synthetic microfibers. But as more environmental issues come to light, manufacturers are experimenting with natural products. For example, there has been an effort to turn bamboo-, soy- and corn-based
products into fibers or yarns, and we, too, are very much involved in that.

Wearables Business:

How are performance fabrics different from cotton?

Sion Shaman: People perceive cotton as breathable, but it really isn’t. Today’s microfiber is. As moisture leaves the inner part of the fabric, a system of air goes inside and cools the body. With the technology we have today, we can make products that are lightweight, soft, easy care, low pill, low shrink and fast drying. These are important qualities, and people expect those kinds of capabilities, as we’re seeing by the increasing customer demand.

Wearables Business:

Why are performance fabrics also important for business casual wear?

Sion Shaman: Our society has become more and more casual, and I think polos are a part of that. The main challenge is making performance apparel fashionable. One of the things we do is to push the idea that casual is here to stay and that performance apparel isn’t just for exercise. With more colors and designs, people will wear performance apparel to coffee shops or for a leisurely walk, or to hang out with friends. We also could see it in offices for casual Fridays. So we’re going to continue to introduce new products and
offer more specialty products that are much more fashionable and suitable for work.

Wearables Business:

What should distributors know before
selling performance apparel?

Sion Shaman: You need to know exactly what performance is. There are many people who sell performance products, but because there’s no regulator to oversee this, companies are making claims that aren’t true. Before you buy a product, ask about its attributes, check to see if the shirt has inherent or just topical chemicals that’ll wash off in 15 to 20 washes. Also, ask the brand name. Remember, just because somebody calls garments quick dry or fast dry, for example, that doesn’t mean it necessarily performs.

Wearables Business:

What strides have you made in developing performance fabric?

Sion Shaman: We’ve been making performance yarns and fabrics for 18 years and supplying them to companies such as Reebok, Champion, Russell Athletic, Eastern Mountain Sports and other big-name retailers. Now, we’re heavily involved in developing fibers and yarns in our own performance products with qualities such as moisture wicking, UV and antibacterial protection.

Wearables Business:

Why did your company decide to get
involved in promotional apparel?

Sion Shaman: Since we manufactured fibers for major retailers, we were kind of involved in the industry already. But about two or three years ago, a number of people approached us and told us about the promotional business. We found it to be very exciting and the people were wonderful, but we didn’t know much about it.
We found out that promotional business was and is changing. People no longer want simple, inexpensive T-shirts. They want something that stands out. Performance apparel was a wonderful entry because yes, the product costs more, but for the dollars you spend, you get a lot more back.

Wearables Business:

What are some of the projects you’ve been working on?

Sion Shaman: One is with the U.S. military.
For years, they’ve been using regular T-shirts made of cotton. But cotton retains moisture, and that becomes uncomfortable – especially when soldiers have to be outside in the heat of the desert. The performance T-shirt has two things to offer: One, inherent moisture wicking (meaning the wicking is in the fiber and not a coating that’ll wash away after 15 to 20 washes). That means the shirt takes moisture away from skin, brings it to the surface and dries it quickly, so it’s never soggy or uncomfortable. And the second thing is antibacterial properties that inhibit the growth of odor- and stain-causing bacteria.

We also have been working with Disney to develop moisture-wicking,
lightweight, antibacterial shirts for its theme-park employees who wear those heavy costumes. They were complaining about heat and perspiration, so we’re testing some products with them.

And, finally, we’ve been working with the U.S. Postal Service to develop garments for its mail carriers to wear under their wool uniforms. They were finding that they had to launder their uniforms every day because they would get hot, sweaty and the uniform would lose its crispness. Employees are more comfortable using the performance shirts, and the Postal Service saves money in dry-cleaning costs because the uniforms need to be laundered half as often.

Wearables Business:

What are your current business challenges?

Sion Shaman: I’m on a mission to inform people about performance products. What they are, what they do and how they’ll help people. Some customers call me a scientist because I sometimes get too technical, but the qualities of the garments really aren’t difficult once you understand them. But because a lot of people don’t know much about performance fabrics, they see brand names and athletes wearing these polyester-looking products, and they get scared – they get a kind of ’70s phobia.

The market has changed dramatically, and it’s only natural that we put something on our bodies that’s technologically driven. The garments become part of us. They communicate with us and know when we’re hot, cold, fatigued or perspiring. And because they can do this, the time is right to push this concept. And I really think that these products are here to stay.

Wearables Business:

Your definition of success?

Sion Shaman: If you’re content, you’re successful. Whether you make millions or just a little, as long as you’re happy, as long as you’re keeping customers happy, and giving them decent service and quality at a decent price, I think success comes in small portions and builds up.

Wearables Business:

What do you love about the wearables business?

Sion Shaman: It all has to do with challenges. One, we’re in a fashion-forward business that’s always changing, and once we’re successful making a product, we don’t have much time to pat ourselves on the back. We’ve got to come up with a new line right away, and it’s a business that keeps you going. Also, I love communicating with customers on a daily basis, and finding out what makes them happy and about their interests. It’s just wonderful to communicate. And, because we’re really trying to build this company from the yarn up, we’re always interested in creating the best possible products.

Wearables Business:

Anything you hate?

Sion Shaman: Misinformation – it’s not good for the industry or for building relationships.

Wearables Business:

Any advice for newcomers?

Sion Shaman: You need to have an agenda, a plan. Have a story to tell and tell it enthusiastically, and then stand behind what you say. Also, build relationships because they’re really key.

Wearables Business:

What’s the best book you’ve read in the last year?

Sion Shaman: I read a lot of books; the best in the last year or so is Changing Minds, by
Howard Gardner. I always tell people to read The Denial of Death by Ernest Becker and Man’s Search for Meaning by Viktor Frankl. They’re very inspiring books for life, business and love.