When you start a sportswear brand, one of the first decisions is how much of the product you want to create yourself. The two most common routes are private label and white label. They sound similar, but they lead to very different brands. This guide explains both and helps you choose.
What is white label sportswear?
White label products are ready-made garments that a manufacturer makes for many buyers. You choose from existing styles and add your logo, usually with a print, embroidery or a new label. The product itself is the same one other brands can buy.
Good for: testing an idea, event merch, gyms selling a few branded items, and brands that need stock very quickly.
What is private label sportswear?
Private label products are made for your brand only. You decide the fit, fabric, colours, details and branding, and the manufacturer produces them to your specification. Your customers cannot buy the same product under another name.
Good for: brands that want to stand out, charge premium prices and build long-term customer loyalty.
Side-by-side comparison
| Factor | White label | Private label |
|---|---|---|
| Design control | Logo and label only | Full control of fit, fabric, colour and details |
| Uniqueness | Others can sell the same item | Exclusive to your brand |
| Minimum order | Often low | Low to medium (ours is 30 pieces per design) |
| Lead time | Fast, sometimes days | Sample plus 2–5 weeks of production |
| Cost per piece | Lower at very small quantities | Competitive once you order 30+ pieces |
| Brand value | Hard to charge a premium | Easier to build a premium brand |
The middle route: customising existing designs
There is a third option that suits many new brands. Start from a proven design, such as one from our gym wear or streetwear ranges, then change the colours, fabric, fit and branding. You get the speed of a ready pattern with the uniqueness of private label. Most of our clients start this way, then move to fully original designs as they grow.
How to choose
- Choose white label if you need a few branded pieces fast and uniqueness does not matter.
- Choose private label if you are building a brand to sell online or in stores, and want products customers cannot find elsewhere.
- Choose customised designs if you want a unique product without the cost and time of creating patterns from scratch.
What you need to start a private label order
- Your logo in vector format
- Reference images or a tech pack
- Fabric and colour preferences
- Custom labels, hang tags and packaging details
- Size breakdown for each design
Not sure about quantities? Read our guide to MOQ in clothing manufacturing.
Frequently asked questions
Is private label more expensive?
Not always. At 30 pieces or more per design, private label can cost about the same as white label, and you get a product that is yours alone.
Can I add my own neck labels and hang tags?
Yes. We make woven neck labels, printed care labels, hang tags and branded polybags.
Who owns the design in private label?
Your logo and branding stay yours. If you need extra protection for an original design, talk to us about it before production starts.
Ready to build your own range? Talk to us about private label sportswear, or design your own online.