Private label apparel is clothing made by a manufacturer and sold under your brand name instead of the maker’s. You decide the product (by choosing an existing style, adapting it, or supplying your own design), the factory produces it with your labels, tags and packaging, and you sell it as your own. You do not need your own factory, but you do take on the responsibilities of the brand owner.
Private label, white label and custom: what is the difference?
These words are used loosely, and suppliers do not all use them the same way. Ask each supplier exactly what is included. A common way to separate them:
| Model | What the supplier provides | What you control | Typical trade-off |
|---|---|---|---|
| White label | A ready-made product sold to many brands, with your label added | Label and packaging, sometimes colour | Fast and low minimums, but the same product may be sold by others |
| Private label | The supplier’s base styles and fabrics, adapted for you | Label, packaging, colour, often fabric, trims and small fit changes | Some differentiation without full development cost |
| Custom cut-and-sew (often called OEM) | Production of your own design from your tech pack | Pattern, fit, fabric, trims, decoration, labels | Most control, more sampling time and higher minimums |
For what is usually included in each model and how minimums differ, see private label or custom cut-and-sew.
How a private label order works
- Brief: product type, target price, quantities per style, colour and size, and the market you sell in. A reference sample or a simple tech pack makes quotes comparable.
- Base style and fabric: choose from the supplier’s styles or ask for changes. Agree fibre content and fabric weight in writing.
- Colour: approve lab dips for custom colours (see lab dip approval).
- Branding: neck label, care and content label, hang tags, polybags and cartons. Send artwork early, because labels often have their own lead time.
- Samples: check fit, fabric and branding, and wash the sample. Approve a pre-production sample and keep a sealed copy (see sealed sample record).
- Bulk and inspection: production follows the approved sample; inspect before the goods ship.
- Shipping and reorders: agree the shipping term and keep the specification so repeat orders match.
What drives the cost
- Minimums: fabric, dyeing and label suppliers set their own minimums, so small orders cost more per piece (see what sets the MOQ).
- Fabric and colour: stock fabrics and colours are cheaper than custom-dyed ones.
- Branding extras: woven labels, printed neck labels, custom tags and packaging each add setup and unit cost.
- Samples: development and sample charges, and the time between rounds.
- Landed cost: freight, duty and import fees if you import (see freight, Incoterms and landed cost).
What your brand is responsible for
When the product carries your name, some obligations sit with you, even though someone else made it.
- Labels (U.S.): under the FTC’s Textile Act rules (16 CFR Part 303), textile clothing must show fibre content, country of origin and the identity of the manufacturer or another business responsible for the product, such as the brand or retailer, by name or registered identification (RN) number. The Care Labeling Rule (16 CFR Part 423) requires care instructions. See RN number or company name.
- Product safety (U.S.): clothing must meet the flammability standard (16 CFR Part 1610). Children’s clothing has extra rules, including lead limits, third-party testing, a Children’s Product Certificate and tracking labels that identify the manufacturer or private labeler.
- Your brand name: check that the name is not already in use and consider registering it as a trademark before you invest in labels and packaging.
- Claims: words such as “organic”, “sustainable” or “moisture-wicking” need evidence for the actual product, not only the supplier’s brochure.
- Other markets have their own label rules; see label and packaging compliance by market.
Questions to ask a private label supplier
- Which parts of this style can I change, and which are fixed?
- What is the minimum per style, per colour and per size, and does it change for stock or custom fabric?
- Is this exact style sold to other brands? Will my version or my print be offered to others?
- Who owns the pattern and artwork files if I move production later?
- What tests can you show for the bulk fabric, and who pays for extra tests?
- What happens if bulk does not match the approved sample?
Is private label right for you?
Private label suits brands that want their own label on a proven product quickly, without the cost and time of full development. It suits you less if your product depends on a unique fit or fabric, or if a competitor selling the same base style would hurt you; then custom cut-and-sew is the better route. For the steps of setting up a brand, see how to start a private label clothing brand.
Private label knitwear at Knitwear Base
We make private label knitwear such as T-shirts, hoodies, underwear, loungewear and activewear, with your labels, tags and packaging, and samples before bulk. See our private label service and packaging pages, then send your style, quantities and target market through our contact page. We will tell you which parts can be changed and what the minimums are for your style.
FAQ
Is private label the same as dropshipping?
No. Dropshipping is a way of fulfilling orders without holding stock. Private label is about whose brand is on the product. Some print-on-demand services combine the two by adding your label to shirts they print to order.
Do I need a registered trademark to sell private label clothing?
Not to sell, in general, but without one your brand name is easier for others to copy and some marketplaces ask for a trademark before offering brand tools. Take advice for the markets you sell in.
Sources and further reading
- eCFR, 16 CFR Part 303, Rules under the Textile Fiber Products Identification Act
- FTC, Threading Your Way Through the Labeling Requirements Under the Textile and Wool Acts
- eCFR, 16 CFR Part 423, Care Labeling of Textile Wearing Apparel
- CPSC, Clothing (FAQ): flammability, lead, tracking labels and certificates
- USPTO, Trademark basics
Rules and standards are summarised from their official pages for general guidance; this is not legal advice. Check the current version and the requirements of your own market before you rely on them.
