The other, “Tomorrow belongs to people who prepare for it today,” in addition to speaking to Condusta’s article, is also the perfect corollary to Nicole Rollender’s piece “Big Decorated Apparel Orders, Big Wins, No Problem!”

As is the case with having the latest new piece of decorating tech to play with, who doesn’t dream of receiving mega-order after mega-order as a means of further elevating their business? There’s all the difference in the world, though, between landing these kinds of orders and actually fulfilling them.

Lacking the necessary staff, equipment, inventory and/or the requisite tried-and-true production and quality-assurance processes can result in catastrophe. It’s one thing to rally the troops in order to pull an all-nighter in an effort to get the job done. It’s another to rally the troops in order to pull all-nighter and come up short. Not only can the latter result in serious financial issues, but the loss of what might have otherwise been a great new customer.

You only ever get one chance to make a first impression. It’s in everyone’s best interests you make it a good one!

The post Editorial: Fools Rush in When Growing their Decorated Apparel Business appeared first on Impressions.

Between the threat of rising inflation, uncertain economic forecasts and the increasing effects of the on-again-off-again Trump tariffs, businesses across the decorated-apparel industry find themselves in an uncomfortable position. If you’re a screen printer, embroiderer, heat-press specialist or all of the above, you may already be feeling the pinch of higher costs for blank apparel, embroidery thread, inks and other consumables.

But here’s the good news, though—the custom decorated-apparel industry has proven its resilience in tough times before, and it’s in many ways perfectly positioned for whatever else may come along, in both the near or long-term future. During the pandemic, T-shirt screen printers, direct-to-film (DTF) and direct-to-garment (DTG) decorators pivoted creatively to serve shifting demands. Many businesses not only survived but came out stronger. While the future may posed any number of different challenges, it will also present opportunities for those prepared to adapt, innovate and rethink their operations.

The Impact of Tariffs and Inflation on Custom Decorated Apparel

The Trump-era tariffs on imports, including those impacting everything from textiles to raw materials and some of the industry’s most high-tech decorating equipment (think digital decorating and embroidery, especially), stand to significantly increase costs across the board. Add to this the broader pressures of inflation, and it becomes clear why many businesses are grappling with, or at the very least anticipating rising production expenses.

On top of these challenges, the business community as a whole is contending with the threat of a potential recession—the decorated apparel industry included. Bottom line: no one can predict the exact trajectory of the economy, causing many apparel decorators to feel increasingly uncertain as they face with the prospect of clients large and small possibly reducing spending. Large corporations, for example, a significant revenue stream for many custom T-shirt screen printers and embroiderers, may very well shrink as the business community looks to adapt to difficult times.

Despite these hurdles, though, all is not doom and gloom—because challenges often inspire innovation.

Decorated Apparel and Lessons from Years Past  

The decorated-apparel industry has already proven its ability to adapt. During the pandemic, businesses pivoted to meet changing demands, producing everything from branded face masks to bulk custom Zoom-call-friendly hoodies. The underlying takeaway? Agility is key to survival.

Whether dealing with a pandemic or tariff-related economic uncertainty, innovators in the custom-apparel field have consistently demonstrated resilience. Overcoming challenges has built a more flexible and creative industry primed for navigating this current storm. You can draw inspiration from this success as you strategize for the future.

The Path Forward for Apparel Decorators 

To offset rising costs and prepare for economic uncertainty, here are some concrete steps your business can take:

1) Audit Your Garment Customization Operations

Take a deep, granular look at your current processes and expenses. From energy use to the types of consumables you order, there may be areas ripe for cost optimization:

• Look into energy-efficient equipment upgrades that reduce long-term electricity bills.
• Evaluate your supply chain—could you source blank apparel or consumables in bulk at a discount?
• For example, transitioning to eco-friendly inks not only aligns with sustainability trends but could also cut expenses if sourced strategically.

2) Focus on Innovation, Decorating Tech

When times get tough, bold innovation often leads to breakthroughs. Consider adding new services or enhancing existing ones. For example:

• DTF transfers are fast gaining popularity for their versatility and efficiency in producing smaller-run orders. If your business primarily focuses on screen-printing or embroidery, branching into DTF could expand your service offerings.
• Similarly, specialty embroidery services, like puff embroidery or metallic threads, can help you stand out and command premium pricing.

Investing in innovation not only diversifies your income streams but also positions your business as a leader in the industry.

3) Build Strong Relationships with Suppliers

With costs on the rise, strengthening your relationship with your suppliers could pay dividends. Reach out to negotiate bulk discounts, extended payment terms, or exclusive deals for your business. Many suppliers value long-term partnerships and may offer better terms to help you weather the tough times.

4) Invest in Employee Training and Retention

In good times and bad, your team is the backbone of your business. Investing in training ensures your employees are equipped to handle new technologies or workflows that may boost productivity. Retention is equally important—happy, skilled employees are far more valuable than the costs of hiring and training new staff.

Consider hosting regular skill-development workshops or incentivizing employees with benefits like flexible hours.

5) Use Data to Drive Decisions

Track everything—costs, sales trends, customer preferences—then use this data to make smarter decisions. For example, evaluating sales data might show that custom hoodies are outperforming T-shirts in your region. With that insight, you could pivot to highlight hoodies in your marketing campaigns.

6) Double Down on Community Engagement

Leverage your loyal customer base to drive growth. Whether through social media contests, local partnerships, or special offers for repeat customers, your community can be one of your greatest assets. Highlight their success stories using your services—celebrating their wins is also a soft pitch for your business.

Thriving Through Uncertainty

While economic uncertainty is undeniably challenging, it’s worth remembering that the decorated-apparel industry has always been built on creativity and resilience. Whether you’re a custom embroiderer, heat-press decorator or DTG printer, opportunities abound for those willing to innovate and adapt.

The post Navigating Economic Uncertainty: An Apparel Decorator’s Guide appeared first on Impressions.

The two of us met as Peace Corps volunteers in the country of Western Samoa, in the heart of the South Pacific. To celebrate our quarter century of connubial bliss, I therefore decided to put together a genuine Samoan dinner, complete with fish, taro, coconut cream, boiled green bananas, the works. I even dressed for the occasion, donning a traditional Samoan ie, or lavalava, and a tie-dyed “Proud of Samoa” T-shirt, replete with the flag of Western Samoa and a musclebound Samoan. Back in the day, wearing a shirt like this was a regular occurrence. Pulling it out from where I’d had it in storage therefore brought back a flood of memories—tropical nights, snorkeling among reef fish, the friends we’d made, the list goes on and on.

Custom T-shirts: More than just Clothing

It’s no secret the business of decorated apparel is as much about self-expression as it is simply giving people something to wear. Nonetheless, it served as a vivid reminder of just how much this kind of thing means to the decorated-apparel industry’s end users. Concert Tees, pride apparel, collegiate wear, team wear, club wear—the products our industry provides really do mean something to the countless individuals (as opposed to just a nameless, faceless crowd) that constitute its customers.

Here’s to the unknown decorator who put together the “Proud of Samoa” Tee that ended up playing such an integral role in my wife and my anniversary—and to all the decorators and equipment and apparel manufacturers out there making a similar difference in the lives of the people they serve. 

The post Editorial: Of T-shirts and Memory appeared first on Impressions.

Not convinced? Just check out the winners in this the second year of our Impressions Industry Impact Awards. The home runs just keep coming!

Yesteryear’s cutting edge is not only today’s mainstream, but the cutting edge doesn’t just continue to progress, it continues doing so at a faster rate than ever. This is true whether it be the latest decorating tech, blank apparel, online business management software or even something as seemingly insignificant as an all-new type of eco-friendly thread.

High Standards for the Custom Decorated Apparel Industry are All in a Day’s Work

Then, of course, there’s the day-to-day work being done by the countless other designers, decorators and innovators out there. Kudos, of course, to this year’s winners. At the same time, though, it goes without saying, given the nature of the custom apparel business as a whole, that they represent only the tip of the iceberg in terms of makes the industry tick. Yesterday’s leading designs, yesterday’s great tech, yesterday’s outstanding blank apparel no longer win today’s battles. Even those just starting out in their garage or basement with a simple screen press recognize this fact. Excellence is the name of the game for anyone wishing to survive in today’s industry, and the apparel decorators of the world clearly wouldn’t want it any other way. Alas, when it comes to the friggin’ Red Sox, well, we’ll just have to wait and see what 2025 brings.

The post Editorial: When it Comes to Custom Decorated Apparel, Excellence is as Excellence Does appeared first on Impressions.

Keeping with family tradition, Van Wyk’s daughter Stacie Baker joined in 2013. Three years later, Baker took over upon her mom’s retirement. Van Wyk still helps at the shop a few days a week.

Custom Embroidery Shop is a Family Affair

“When she started showing me all the customer records, I was so impressed and amazed that she’d built this company from scratch,” Baker said. “She worked so hard to get this business started and to create such a respected business. It is an honor to carry that on.”

Baker shared, “I never imagined I would be doing this. I majored in Geography in college. Then earned a BLA/MLA (Bachelors/Masters of Landscape Architecture). I worked in that field for a few years and really enjoyed it. Once we started our family, I decided I wanted to stay home with our kids. When our youngest was starting pre-school, I started helping a little bit around the shop, and then it just kept going from there…back when I was in college, I wanted to find a job that I loved as much as she did. I just didn’t know it was going to be the same job!”

Baker operates two embroidery machines—a single head with 12 needles and a two-head with 15 needles—and a heat press in her retail shop. Their 1,760-square-foot location offers a product display and sales area in addition to production space.

“We have years of experience and knowledge to draw upon,” said Baker. “We’ve learned to pivot and adjust as necessary. It’s good to try new things, but sometimes the tried-and-true ways are best. It’s important to keep learning and keep growing.

“My mom still helps a lot. My youngest daughter is currently helping as well…my oldest daughter has also helped in the past. Not to be left out, my son helps too. My dad is fabulous at keeping the yard mowed and looking nice. He also picks up the trash and recycles for me. My husband helps with some of the accounting and financial aspects. Casual Rags is a family affair, and I definitely appreciate all the support. Yet at the end of the day, it’s up to me to make sure Casual Rags is successful.”

She went on to say, “Exceptional customer service is also very important to us. I want our customers to be happy and love the products we provide. This goes for the individual who bought a decorated T-shirt off the rack or the large corporation for whom we ship out orders to agents all across the country.

“Quality is also very important. These three things—experience, exceptional customer service, and high-quality apparel and decoration—are the keys to Casual Rags being successful for nearly three decades.”

Shop Local: Marking Embroidery Services/Products to the Community

According to Baker, word-of-mouth has long been her company’s primary marketing strategy. “When my customers are happy, they continue to come back. More importantly, they tell their friends, family, business partners, and so on.”

A preschool class visited the shop to learn about what they do at Casual Rags. Each child left with an Indianola embroidered cap, after watching the sew out and helping to remove the backing. Photo courtesy of Casual Rags

Baker is also a big believer in “shop local.” To this end she supports the businesses in her community whenever she can. She also encourages her local community to use her business in a creative way and works with the local educators.

The other marketing strategy Baker implements is the creation and use of company stores for some of their customers. Because Casual Rags focuses on businesses as the primary customers for their embroidery and apparel decoration services, the company-store marketing strategy offers an efficient customer-centric solution that puts products and services right in the hands of customers on their smart phones.

For those not familiar with them, a company store is an online portal targeting a specific group by allowing them to order the products they want in advance and select their own designs. Each company store offers as many or as few products as the customer desires. Once the initial decisions are made, the company store website is created, and a custom URL is provided to the customer. Each store can be opened and closed whenever it makes the most sense, creating opportunities for customers or employees to place all their orders after which Casual Rags does the necessary decorating.

“Offering custom online store capabilities has been pivotal for our growth,” Baker said. “This has allowed us to do seasonal popup and ongoing stores for construction and design companies, contractors, sports teams, clubs, retirement communities, restaurants, family reunions, technology companies and even national insurance companies.”

Baker believes having patience, being organized, creatively solving problems and always learning are some of the skills most important for running your own business. “This is basically a one-woman shop. As I am the one doing the embroidery, I quality check each garment and decoration. If something isn’t right, it doesn’t go out the door,” Baker explained.

Reaching out for help is another important skill, Baker said. “I don’t know how many times we emailed or called NNEP [National Network of Embroidery Professionals] with questions so I could handle the order,” she noted.

According to Bakers, time management represents yet another challenge.

“This is still challenging, even after all these years,” she said. “Seems like I never have enough time to do everything I want to do! Social media, marketing, setting up a cute retail space, developing a specialty line, keeping up on paperwork and filing. There is always something to do and rarely enough time.”

At the same time, Baker said, “This business has also offered me the flexibility to be available for my family. With no set hours, I tell my customers I am always available by appointment. My email and phone number are right on the door. If they want to reach me, the information is right in front of them.”

Embracing the Future: Custom Embroidery Coming Down in Price

Most of Casual Rags’ business comes from established or new companies that already have their logo. Some of their best markets are insurance companies, financial institutions, manufacturers, contractors and government agencies. Baker said when it comes to spirit wear for schools and the local college, she is also always on the lookout for inspiration, whether she’s out and about or online. She especially keeps a eye out for unusual design placements that she can adapt and tweak, making her designs unique and on-trend.

Logoed items create unity, promote a business or organization, help a team or organization look good and offer a sense of pride. Photo courtesy of Casual Rags

Interestingly, when Baker’s mom and grandmother started the business, embroidery was seen as expensive. Now embroidery, in addition to being more affordable, is recognized as being a great value, due to the fact it lasts longer and looks professional.

Indeed, the business has come a long way from the old days, from hand cutting and freehand stitching on traditional sewing machines to using multi-needle machines and materials that allow embroidery to work well in many more situations. Technology has also allowed her company to reach customers they never could have otherwise.

One bit of advice Baker would share with anyone thinking about getting into this industry is, “I was taught to tell the truth. Still the best advice. I don’t overpromise.”

Beyond that, Baker says, “I really enjoy all the different aspects of owning and running Casual Rags. I enjoy the variety of projects that I work on, from large orders of 500 shirts to a single baby blanket and everything in between. I enjoy meeting with the customers, working with them to determine their needs are and delivering what they want. We continue to offer more and more on-line stores for businesses, and that has been an excellent solution for us.

“I also like the ability to help customers decide what they want, finalize the logo, take care of the embroidery, and see everything through from start to finish. The company had a fabulous start thanks to my mom. To carry on this legacy—this love of helping customers look and feel good in their logoed apparel—is such a wonderful way to honor my grandma’s and my mom’s story.”

As the founder of the National Network of Embroidery Professionals (NNEP), Jennifer Cox has worked with thousands of embroidery- and decorated-apparel business owners to help them build successful businesses for over the past 25 years. NNEP supports members with services, savings and programs designed to help its members find customers, keep customers and make money. To find out more, or share any of the challenges your own company me currently be experiencing, go to NNEP.com.

Updated 4/24/25

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Granted, living more than two millennia before the advent of the industrial revolution, Aristotle probably didn’t have today’s mass-market production processes in mind. Nonetheless, better words to live by would be hard to find, whether your job is tutoring the likes of Alexander the Great or custom decorating hundreds or even thousands of pieces of blank apparel per day.

True, if you’re in the business of decorating the kind of low-budget swag no one really expects to be worn more than a couple of times anyway, quality control may not be that much of a concern. But let’s not kid ourselves. The reason most embroiderers, screen printers and heat pressers decided to get into this crazy business in the first place was as a result of an innate love of the craft. Case in point, decorators like Dennis Condusta, the production manager at Axelrad Screen Printing, author of our recent article on custom decorating for the music industry.

Quality is Central Decorated Apparel Industry

Talk to any decorator worth their salt, and it doesn’t take long to discover what makes them tick isn’t profit-and-loss statements. Pride in the work they do each day is just as important, if not more so, whether they be a decorator working out of their basement or running a shop with clients from around the globe.

By way of example, the veteran decorators writer Nicole Rollender spoke with as part of her recent two-part series on quality control are as hard-nosed a bunch of professionals as you could ever hope to find. Nonetheless, their satisfaction in a job well done is evident throughout—a hallmark of decorators everywhere. 

The post Editorial: Aristotle and Decorated Apparel appeared first on Impressions.

Time was the holiday season officially kicked off in the Cort household with the arrival of the Sears Christmas catalogue, usually around the start of the schoolyear. (Yes, I know that dates me terribly.) Christmas itself felt as if it was ages away, if for no other reason than there were all sorts of other holidays to get through first.

Fast forward a few decades and for many of us who have succeeded in putting away childish things, life couldn’t be more different. For those whose job it is to actually make the holidays happen—like apparel decorators—a truly happy (and profitable!) holiday season begins long before my younger self would have been taking that first peak at the Sears catalogue toy section. Christmas, Halloween, Thanksgiving, Chanukah, Kwanza, New Years: no matter the holiday, planning ahead is essential. Someone, for example, had to create and ship all those catalogues my siblings and I spent so many happy hours fighting over!

It is with this kind of forethought in mind that we at Impressions have been busily assigning, formatting, editing and proofing a pair of feature stories for those decorators looking to make the most of the upcoming holiday season while much of the rest of the world is still at the beach (click here for our story on designing and here for our article on heat-press decorating for the holidays).

Of course, we’re not alone in our efforts. I’m guessing more than a few of you out there have been getting your holiday ducks in a row for some time now as well. If not, no worries. There’s no time like the present to get started making the most of the upcoming holiday season, no matter what kind of apparel decorating you may specialize in. For another couple of holiday-themed articles from years past on designing with photo shop and super-sizing your holiday sales, click here and here.

The post Editorial: Decorated-Apparel and the Holidays appeared first on Impressions.

Indeed, changing the way you do business to lessen your company’s environmental impact is pretty much the definition of innovation. Not convinced? Just look at the growing number of technologies being developed to help those companies interested in doing so, as is evident in our 2024 Expo Report article. No matter what the decorating method, you don’t have to try very hard to find any number of materials and methods designed for the express purpose of making things easier on Mother Earth.

Environmentalism and Custom Decorated Apparel

Beyond that, sustainability is very much an integral part of the way the decorated-apparel industry does business these days, a fact that should come as no surprise to anyone who 1) knows decorators and 2) recognizes the socially responsible nature of the decorated-apparel industry as a whole.

When somebody buys a custom-decorated hat, hoodie or T-shirt, they aren’t just buying an article of clothing, they’re buying something that says something about themselves. Granted there are still plenty of knuckleheads running around out there. But for the most part, people are not only by their nature pretty decent folks, they also prefer dealing with individuals who feel the same—a good reason for even the most hardboiled free-market types to consider paying it forward environmentally. What goes around comes around. Do right by the world, and more often than not the world will do right by you.

The post Editorial: Doing Well in Decorated Apparel While Doing Good appeared first on Impressions.

Environmental Best Practices: Decorated Apparel

Granted, this is already being done by a number of companies. However, the industry as a whole could do better. Checking in with the equipment and apparel companies that exhibit at Impressions Expo these days, sustainability and social justice is often front and center. However, this is all too often not the case when it comes to the industry’s interactions with the public as a whole, including those same companies already making great strides internally. To them, I would say, “Wear you environmental bona fides on your sleeves! Don’t be afraid to brag! Don’t just discuss your commitment to corporate responsibility on the ‘about us’ page Fof your web page, put it right there at the top of every page.”

Wouldn’t it be great to also see the industry as a whole taking advantage of today’s QR codes NFC chips to educate consumers as to where exactly the clothes they’re buying comes from, how their clothes are being made and the importance of their thinking globally when it comes to their buying decisions. Poll after poll shows today’s consumers really do care about these things, so let’s help them out by ensuring they have easy access to the information they both want and need.

Bottom line: in the same way decorated apparel is expressive of the beliefs of the industry’s customers, the industry needs to be equally expressive with respect to its commitment to social justice and sustainability. Only by taking its commitment to the next level can the decorated apparel business—and business in general—truly help make the world a better place, not only in the present, but for future generations as well.

Article updated Sept. 12, 2024

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But yield who will to their separation,

My object in living is to unite

My avocation and my vocation

As my two eyes make one in sight.

Only where love and need are one,

And the work is play for mortal stakes,

Is the deed ever really done

For Heaven and the future’s sakes.

I found myself pondering these words as I was reading Our Success Group founder Aaron Montgomery’s new book, “The FUNdamentals of Business Success,” a primer on how to grow a business not just as means of earning of living but fulfilling your potential as an individual. In his book, Montgomery talks a lot about having fun. However, his idea of fun is anything but frivolous, being in many ways the key to ultimate success.

It also got me thinking how lucky we all are to be part of an industry in which one’s avocation and vocation are so easily matched: an industry that doesn’t come easy, but in which love and need truly are one in a way other professions can only dream of. Food for thought during that next grueling production run!

Updated Sept. 12, 2024

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