# Promoting Excess Alcohol-promoting apparel reflects the growing need for personal expression. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Mar 2, 2014, updated Mar 24, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/promoting-excess ## Key Figures - Trend score: 3.7/10 - Evidence articles: 6 ## What is the Promoting Excess trend? **Promoting Excess:** With mass media and celebrity culture often promoting vices such as partying and drinking as something ordinary, modern consumers are becoming more immune and subsequently more accepting of such expressions. Apparel pieces that promote hedonism allow consumers to express their indulgence in such activities, combining edgy everyday designs with the need for bold and explicit expression. ## At a Glance - Evidence: 6 featured examples - Articles from: Oct 21, 2012 to Feb 28, 2014 - Published: Mar 2, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Promoting Excess trend ### Hedonistic Apparel Consumers are becoming more accepting of vices and edgy designs that promote indulgence. ### Alcohol-Branded Products Collaborations between alcohol and fashion brands are creating unique, logo-bearing products. ### Funny Drinking Tees Humorous and educational designs featuring maps and slogans about alcohol are gaining popularity. ## What the Promoting Excess trend means for industry ### For Fashion Apparel Companies can create clothing designs that promote hedonism as a form of personal expression. ### For Alcohol Production Breweries and distilleries can collaborate with fashion designers to create clothing items that promote their brands. ### For Humorous Merchandise Companies can create funny drinking tees and other merchandise that simultaneously entertain and educate consumers. ## Trend signals for Promoting Excess Trend score 3.7 out of 10, from popularity 57%, activity 47%, freshness 8%. - Popularity: 57% - Activity: 47% - Freshness: 8% ## Examples of the Promoting Excess trend 6 featured examples from Oct 21, 2012 to Feb 28, 2014. - [Handy Alcoholic Attire](https://www.trendhunter.com/trends/beer-hoodie-sweatshirt): The Beer Hoodie Sweatshirt Makes Drinking Hands Free (Category: Lifestyle) Implication: Incorporating innovative designs into clothing items, particularly those that cater to specific needs of party goers, can disrupt the traditional fashion industry and attract a ni… - [Drink-Demanding Shirts](https://www.trendhunter.com/trends/slogan-shirts): These Sloppy Slogan Shirts are from Print Liberation (Category: Fashion) Implication: Disruptive innovation opportunity to create unique and expressive clothing items. - [Beer-Branded Denim](https://www.trendhunter.com/trends/denim-collection): The Heineken X Neighborhood Denim Collection Exudes Quality (Category: Fashion) Implication: The fashion industry will continue to see a rise in collaborative products that blend traditional and contemporary elements. - [Mapped-Out Alcohol Tees](https://www.trendhunter.com/trends/funny-drinking-tee): This Funny Drinking Tee Will Give You a Lesson in Geography (Category: Special) Implication: Opportunity for disruptive innovation in the apparel industry by introducing geography-themed clothing that merges fashion and education. - [Alcohol-Toting Ensembles](https://www.trendhunter.com/trends/drinkmaster-hoodie): The Drinkmaster Hoodie is a Hands-Free Booze-Carrying Option (Category: Fashion) Implication: The fashion industry can innovate by creating more hands-free, multi-functional garments and accessories with hidden pockets designed for the active and on-the-go consumer market. - [Festive Alcohol-Branded Hosiery](https://www.trendhunter.com/trends/green-beer-socks): The Green Beer Socks are the Perfect St. Patrick's Day Apparel (Category: Special) Implication: The apparel industry can capitalize on the trend by creating festive alcohol-branded clothing for holidays. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)