Expert Brand Apparel, Vernon, Calif., will celebrate its 25th anniversary on Oct. 1.
The company has evolved from a designer and manufacturer of performance fabrics, when started in 1993, into a designer and manufacturer of performance apparel serving the promotional products market, as well as the health and fitness industries.
Company founders Sion, Albert and Hersel Shaman agreed to launch the garment-manufacturing side of the business after two large customers indicated a need to respont to last-minute orders from retailers.
“We decided we wanted to make a better shirt, an EXtra PERformance T-shirt. Thus EXPERT,” says Sion Shaman, president, Expert Brand. “We also wanted to contribute to the active-lifestyle market where people could get engaged in physical activities and live a better and healthier life.”
The company began with four employees, two apparel styles and less than 100,000 garments made annually. Today, more than 100 employees produce 200 apparel styles with millions made each year. The customer base also has grown from a handful of firms to more than 800 companies, including promotional products distributors and apparel decorators in the wholesale channel, and gyms, yoga studios, marathons, sporting goods retailers and many more in the B2B retail channel.
Expert Brand currently offers 16 types of performance fabrics — from natural and soft with functional features, to cutting-edge, high-tech, high-performance options.
“We usually start with the end product in mind,” Shaman says. “We look at what attributes the product should have from moisture wicking and UV protection, to hand feel and drape. We not only look at the properties of the fibers, but also the latest trends in the athleisure and active-lifestyle markets and design accordingly based on the bodies and silhouettes.”
While the rush and intensity of the business is similar to 1993, a lot has changed throughout the years. Shaman says there’s an emphasis on and demand for American-made products, and technology is essential for effective and efficient design, manufacturing, customer service and shipping. He also says e-commerce will be a driving force for apparel sales in the future.
Business cycles also have shortened, and to be successful, you must respond to market needs much quicker, including the demand for higher-performance fabrics.
“In 1993, most people didn’t know what ‘moisture wicking’ meant,” Shaman said. “Today, there are so many more fabrics and contents that simply did not exist 25 years ago. There’s also talk in many arenas about smart fabric and wearable technologies: products that can interact with human bodies and the environment. Nevertheless, the product must be trendy and fashionable. Thus, fashion, function and fit. We can’t wait to see what the next 25 years brings. The future is going to be exciting.” — J.L.
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