Images magazine Digital Edition April 2018

www.images-magazine.com APRIL 2018 images 49 BRAND PROFILE have from various international associations: ‘certified responsibility’, Neutral calls it. “Maybe it’s more expensive, but the marketing value companies receive for choosing a product where people have been treated well and the pollution is as little as possible – the marketing value from giving a gift like that is much, much higher than the actual price they have to pay,” points out Lars. “Everybody asks, ‘What’s in it for me?’ That’s what we found out. And that’s what’s in it for the companies who do it right.” Substance and style Having great values means nothing if the products aren’t up to scratch – fortunately, Neutral’s garments demonstrate the team’s long experience in the market and their understanding of what is needed to make attractive styles that people want to wear. With 20 new products launched last year, Neutral has a wide selection of T-shirts, hoodies, polos and accessories that are fresh and stylish, and have been designed to appeal to the printwear market. There are 24 T-shirts styles, 13 hoods and sweats, a range of kids’ clothing, a number of bags (including those for laptops), a collection of aprons and even a heavyweight towel (O95099) embossed with the Neutral logo. Details such as roll-up sleeves, striped Offer the ants some candy and they’ll protect the plants fabrics and a wide range of necklines mean the line is likely to appeal to the independent brand market, while the wide colour choice and size range – the company introduced 4XL and 5XL to a number of styles this year, as well as new colours – means it’s a good fit for the promo and workwear markets too. Continuity is a key consideration: “We try to make styles that work forever,” says Lars. A hero product is the Fitted T-shirt (061001, women’s style 081001), which has a round neck and inside neck tape, is made from a 155gsm, 100% organic Fairtrade cotton, single jersey knit fabric and comes in sizes S-5LX (XS-2XL for women). It is available in 21 colours, including sapphire, stripe, bottle green and navy, advises Lars, before adding that other standout styles in the range are Neutral’s hoodies, sweatshirts, polos and bags.... In fact, the whole range is a hero, in his eyes. Currently, Neutral is better-known in continental Europe, which is to be expected given it’s a Scandinavian company, with sales picking up in countries such as Germany, Austria and Switzerland – all prime markets, reports Lars. The launch into the UK this year follows the brand doubling in size over the past two years, and will see it selling direct to decorators. There is no real minimum order, says Lars, although he adds: “We love to sell quantities!” A decade or so ago, organic and Fairtrade garments were a harder sell. “Ten years ago, I was talking to printers and saying, ‘Hey, have you got Neutral here? This is the perfect product for you. It doesn’t harm the environment, it doesn’t pollute when its dyed and it’s organic cotton.’ “And they said, ‘Hey, Lars – organic cotton. Do I have to eat it?’ ‘No, don’t eat it.’ ‘But what does it matter if we pollute in Bangladesh or India? Can I smell it?’ “I think this is changing now. I think people really understand that they can smell it if they pollute somewhere on this little globe.” www.neutral.com The hangtags and buttons are made from leftover cotton The Fitted T-Shirt is a bestseller The Roll Up T-Shirt has broad appeal The range includes 13 hoods and sweats