AnsomMag.com |

The army/navy store has always been a favored source of t-shirts and headwear for the military-minded customer.

In recent years, fashion-conscious customers have discovered that the army/navy store offers trendy and value-laden tees and caps. This factor has helped bring a younger and more female demographic into the army/navy fold.

While the t-shirt story at the army/navy store formerly centered around the basic P.T. shirt, solid color and Woodland camo tees, the last decade brought a blossoming of colors, graphics, sizes and patterns to the military t-shirt.

One of the companies that led the foray into t-shirts as art and as an expression of attitude in a military look is 7.62 Design (La Jolla, California).

The company created the concept of the multiple silk-screened, multi-colored t-shirt with bold and dramatic military artwork adorning the front, and sometimes the sleeves of high quality, 100% cotton tees.

These shirts appealed mostly to military veterans and their friends and relatives, since many of the shirts were regiment, squadron, battalion or branch of service-specific.

What’s the next phase for 7.62 Design? According to owner Jeff Scholz, it’s the Warrior Spirit look.

“We’re moving into a more general, patriotic theme that we call Warrior Spirit, which broadens the appeal of our shirts beyond just the military-oriented customer, said Scholz.

The new line will focus on artwork that is looser, more mainstream, more dynamic and imbued with a touch of humor, according to Scholz.

Target customers for the new line include hunters, police personnel, bikers and other non-military types.

Scholz advises army/navy retailers to look at trends outside of their business.

“High end tees have been euthanized by the economy. But people want well-made tees with combed cotton, tagless in dark colors. Better quality shirts also hold and present graphics better,” he said.