Stitching Sustainability Into Branded Merch: Lessons from Rob Watson CEO of Vantage Apparel
- Jay Busselle
- Apr 5
- 2 min read
Updated: Apr 11
In this "Why it Matters" conversation, Branded Merch Network's Jeff Solomon sat down with Rob Watson, CEO of Vantage Apparel, to explore what it means to be a purpose-driven supplier in today's promo landscape.
Vantage is widely recognized as one of the largest embroidery houses in the U.S., but this discussion revealed something deeper: a bold commitment to reducing waste, improving product longevity, and empowering local communities.
💬 "The best pieces aren't just worn, they're remembered." – Rob Watson
One standout moment in the interview was Rob's clarification that the relationship between Vantage and Redwood Classics isn't an acquisition. It's a strategic collaboration. Together, they're bringing premium Canadian fashion to U.S. distributors, expanding access to elevated, retail-inspired styles that are backed by shared values. It's a great reminder that partnerships done right don't dilute impact. They amplify it.
What is "Logo-jevity"?
Rob introduced a new concept: logo-jevity—a clever blend of "logo" and "longevity." It reflects Vantage's focus on branded apparel designed to last, not land in a donation bin after one wear.
It's not just about soft fabrics and sharp decoration. It's about making meaningful merch that people want to keep. According to Rob, the industry is shifting from fast fashion to storytelling, offering products that deliver emotional and environmental value.
More Than Just Apparel
That same philosophy carries through every layer of the business:
The Earthwise Collection, made from recycled water bottles
A commitment to 1% for the Planet
Partnerships with groups like Clean Ocean Action
And Vantage isn't stopping there. Rob highlighted the growing demand for single-piece fulfillment—a more innovative, waste-reducing decoration model that Vantage has scaled cost-effectively for suppliers and distributors.
Stitching Sustainability Into Branded Merch: Key Takeaways
🧥 "Logo-jevity" is the New Standard
Think beyond one-time wear. Sell apparel your clients and their customers will want to keep, use, and remember. Quality sticks around.
📦 Smarter Fulfillment = Less Waste, More Wins
Vantage's growth in on-demand, single-piece fulfillment proves it's more than a buzzword. It's a modern strategy for program business success.
🌍 Sustainability is a Story, Not a Slogan
Buyers want more than a recycled label. They want to understand the story behind the materials, the mission, and the impact.
🌊 Local Engagement Has Global Impact
By supporting organizations like Clean Ocean Action, Vantage reinforces its values while strengthening community connections. Both matter to today's employees and customers.
💰 Consumers Will Pay for Purpose
It's not just about price. Rob noted that people want to feel good about what they're buying and are willing to invest in brands that share their values.
🎥 Ready to Rethink Your Approach?
Rob Watson's insights remind us that sustainability isn't a sideline. It's a strategy. From collaborative partnerships to smarter fulfillment and storytelling through apparel, Vantage is helping redefine what branded merch with impact looks like.
👉 [Watch the full interview here] - it's packed with ideas you'll want to review with your team.
💭 How are you approaching sustainability in your own business? Tell us what you think! Contact us or share this post with a colleague who is ready to rethink the future of promo and apparel.
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