When people think of a custom textile shop for a club or association, they often think first of sports equipment manufacturers. But a shop that performs well also offers lifestyle items: comfortable clothing and accessories worn in everyday life, away from any sporting activity. These are the items that supporters, families and sympathisers gravitate towards — and they're often where the highest volume of sales comes from.
But you still need to choose the right brands. In the customisable textile industry, a few names come up time and again — brands designed from the outset to receive markings (printing, embroidery, flocking) with a quality finish. Here are the main ones and what sets them apart.
Clothing brands
AWDis (All We Do is)
A British brand founded in 2008, AWDis has established itself as a benchmark in customisable textiles thanks to its specialised sub-brands: Just Hoods for hoodies, Just Cool for breathable technical items, Just Tees for t-shirts. AWDis hoodies are particularly valued for their high fabric weight (280 g), their soft-touch ringspun cotton and their exceptionally wide colour palette — some models are available in over 50 colours. It's the ideal brand if you're looking for a quality hoodie or sweatshirt in a very specific colour.
B&C Collection
A Belgian brand founded in 1920, B&C is a cornerstone of promotional textiles in Europe. Its range covers t-shirts, polos, sweatshirts and jackets in modern cuts and carefully chosen fabrics. B&C stands out for the consistency of its cuts from season to season and for its commitment to sustainability — part of its range is OEKO-TEX certified and made from organic cotton. It's a safe choice for clubs that want understated, well-cut and durable textiles.
Fruit of the Loom
It's hard to get more iconic. Founded in 1851 in the United States, Fruit of the Loom is one of the most recognisable textile brands in the world. Its t-shirts, sweatshirts and polos offer unbeatable value for money, with proven comfort and good wash durability. The Valueweight range is particularly suited to bulk orders (events, tournaments, giveaways), while the Premium range is better suited to items worn regularly.
Gildan
A Canadian brand and one of the world's largest textile manufacturers, Gildan is synonymous with affordability and choice. Its range of t-shirts, sweatshirts and hoodies is available in one of the widest colour selections on the market — over 60 shades on some models. Gildan cotton is pre-shrunk, guaranteeing size stability after washing. It's a reliable choice for basic items to customise in large quantities or for clubs looking for a very specific colour.
Russell
An American brand founded in 1902, Russell is historically linked to the world of college sports — it invented the sweatshirt as we know it today. Its items stand out for their robustness and durability. Russell sweatshirts, often in high fabric weights (280–300 g), withstand intensive washing without losing their shape. It's the brand to choose if garment longevity is your priority.
Kariban
A French brand from the KBB group, Kariban offers a very broad range of customisable clothing — from t-shirts to parkas, including shirts and softshells. The brand positions itself with a particularly well-balanced quality-cut-price ratio, with modern cuts suited to both the association world and the corporate environment.
ProAct
Also part of the KBB group, ProAct is the technical brand in the Kariban portfolio. Its items are designed for physical activity: breathable fabrics, quick drying, fitted cuts. It's a good middle ground between purely lifestyle textiles and sports equipment manufacturer sportswear, at an accessible price point.
Accessory brands
Accessories round out a shop's range and offer affordable items that appeal to a wide audience — including people who wouldn't necessarily buy a garment.
Beechfield
A British brand specialising in headwear: caps, beanies, bucket hats, sun hats, headbands. A very wide choice of models and colours, from classic to on-trend. The cap with an embroidered logo is one of the best-selling items in club shops.
BagBase
A sister brand to Beechfield, specialising in customisable bags: sports bags, backpacks, tote bags, pouches, pencil cases. Practical everyday items that become walking communication tools once marked with your logo.
Quadra
A more technical and structured bag range than BagBase, featuring backpacks, travel bags and briefcases. Quadra items suit clubs looking for a more premium finish on their accessories.
Westford Mill
A specialist in natural cotton bags: tote bags, shopping bags, pouches. Simple, affordable and eco-friendly items, perfect as a club giveaway or a bag handed out at an event.
Towel City
As the name suggests, Towel City specialises in customisable towels — sports towels, bath towels, beach towels. An original and highly popular item in swimming clubs, fitness clubs or simply as an end-of-season gift.
Lifestyle and sportswear: the winning combination
The best-performing custom textile shops combine sportswear items from sports equipment manufacturers (for players, staff and training) with lifestyle items from these brands (for supporters, families and everyday wear). This complementarity broadens the shop's audience and multiplies sales opportunities.
All the brands featured in this article are available in the DAGOBA catalogue. You can add them to your free online shop, customise them with your logo using DTF or embroidery, and offer them to your members — manufactured to order, delivered individually, with no stock and no minimum order.
