Counselor’s exclusive ranking of the suppliers with the most revenue in the promotional products industry.

Blue Generation

(asi/40653)

Long a mainstay in the New York City area, the apparel company celebrated its 80th anniversary last year by continuing its family legacy with fourth-generation family member Matt Rubin (son of current CEO Eric Rubin) joining as director of strategy. Since his arrival last summer, Eric says Matt has been instrumental in a series of sweeping changes, from technology advances to new marketing tactics. In late 2024, Blue Generation partnered with fellow Counselor Top 40 supplier Cap America (asi/43792) to offer select headwear styles to its customers. Even as sales fell by more than 2% last year, the company is navigating tariff woes through a well-established supply chain based outside of China. Eric says the supplier is focused this year on “upgrading our product line and adding new fabrics, including sustainable options, innovative styles and unique sublimation treatments that are fresh and different.”