Like most other business owners, Krissi Dane of KDdid Designs, LLC, joined this industry after working in a completely unrelated field. Dane was a preschool teacher who moonlighted as an artist, painting scenes on the school windows. Her creative artwork caught the attention of a local business owner who happened to own a screen print and embroidery operation. They invited Dane to visit their business, as they felt that her style of artwork would lend itself well to apparel decoration. They hired Dane a month later to become their digitizer, and the rest, as they say, is history.

Getting Started

The KDdid storefront is a hard-earned accomplishment. Photo courtesy of KDdid Designs, LLC

The first and only thing Dane was allowed to do as their newest employee was to watch the machines run, observe how the layers were sewn and pay attention to the sequence of how the designs were built. Dane began to understand how the layers of a design mesh together and how the layering of design elements influenced the results. She believes every new digitizer would benefit by observing well-digitized designs running, so they can incorporate good design theory into their own future designs.

“It was boring as heck at first,” says Dane, “But what you’re learning is so foundational to creating quality digitizing. You’re seeing pathing, you’re seeing layers.” She believes that this initial investment of time was pivotal to her developing high-quality digitizing skills.

Dane explains that many people can not see artwork in layers, they only see the two-dimensional flat image. “When you create a design for embroidery or screen printing,” she says, “You have to be able to visualize the design as a three-dimensional process and figure out what layers need to go down first in order to build a good-looking design. Otherwise, the embroidered or printed image will look flat, lifeless.”

To make it possible to work while raising three boys, Dane opened her own embroidery business, KDdid Designs, LLC, and operated it out of her home for 10 years. Her home-based embroidery business gave her the income, flexibility and stability to to support her family as a single parent.

Eventually, the business moved to a 2,000-square-foot retail location fit for production along with an expansive showroom space. As the operation grew, Dane added more equipment, including five single-head embroidery machines, a six-station screen-printing machine, a heat press, cap press and more. Dane’s team of five keep production moving, with annual sales between $150-$250k. She describes her staff as “the most amazing team anyone could ever imagine.” She says she greatly appreciates how well they work together and care about the work as much as she does. She says they are even pickier about quality control than she is at times.

“I think that is what our business is all about, adding that personal touch to every order,” Dane says. “We want to wow the customer. We don’t want them to go, ‘Oh, it’s nice.’ You know that is not a good reaction when they open the box. We want to hear, ‘Oh my gosh—It’s amazing, I love it!’” That’s what inspires Dane to stay in this industry.

“I like that my staff can take something from the beginning and go all the way through to handing the job for that customer and seeing them go ‘Wow!’ We get that sense of accomplishment.”

Marketing Your Niche

Dane is an avid fisherperson and shared that passion with her boys. She continued her involvement in the fishing industry even after she started her embroidery business by fulfilling the embroidery needs of the boat captains she knew and the fishing tournaments she competed in. Another market she’s found success with is the construction and skilled trades industries. The latter proved essential during the pandemic, as her HVAC, plumbing, catastrophic recovery and construction customers continued to place orders, helping her business survive while many other apparel-decoration businesses closed.

Being “half-crazy” is one of the mindsets required to operate a successful embroidery and apparel decoration business, according to Dane. “I think you must have a good sense of humor because you’ve got to be able to laugh at your mistakes. There are a lot of them when you first start out, even as a machine operator. As an owner, if you can’t laugh at yourself, you’re not going to last very long.”

She continues, “Having a good imagination helps as well. Sometimes the general idea that you learned at the beginning of how you run your company or how you do this specific design doesn’t always work. You must be able to come up with a new or different way to approach the situation. You need ingenuity to figure out how to accomplish it this time.”

Dane learned early on to ask questions and seek advice from other people when she faces a new challenge. She supports her staff by letting them figure out how to do jobs in the way that works best for them.

“I used to be right on top of them,” she says. “Then I figured out that if what I’m making them do doesn’t make their job more efficient and easier, then I’m kind of missing the point. The way that my embroidery manager hoops things is completely different than the way I would do it, but it works for her. She does an amazing job. I look at one of my trimmers and think, ‘How do you hold the scissors like that?’ But she does a good job, so it doesn’t really matter how she holds them, does it?”

Two of the best sellers for KDdid Designs are ball caps and letter sweaters. She jokes that she wishes she owned stock in Richardson hats, she’s decorated so many of them over the years. The letter sweaters are popular in the South, and they do hundreds and hundreds of them for several colleges in Mississippi.

Longevity Meets Loyalty

Many of Dane’s customers have been with her for years. She credits her staff for creating top-quality work and the fact that she builds relationships

with her customers as the reasons why they keep coming back. “If you form the right relationships with the right people,” Dane explains, “You’ve always got somebody you can count on. You can tell them, ‘We’re a bit slow right now. Is there anything we can do for you? We can get it back to you quickly.’ The people who we’ve built relationships with really appreciate that. Or you see a kid that you did their lunchbox for them in kindergarten and now you’re doing a graduation gift for them. That is truly something.”

Dane and team take pride in their showroom displays. Photo courtesy of KDdid Designs, LLC

Another thing that Dane says she enjoys about owning her business is the fact that no two days are ever the same.

“I might be done if it ever stops being fun,” she says, “I’m still enjoying it. There is always something new. And I have the best staff in the world. They are KDdid Designs just as much as I am. How much they care about their work has a lot to do with the quality that we turn out, they really care.”

Dane also really loves walking her customers through the workroom. “They always say, ‘Wow, I did not realize that you did all this right here!’” she chuckles, though she says she and her staff do not appreciate the frequent comments receive about how all they do is “push a button.”

Word of mouth has consistently been KDdid Designs’ most effective marketing strategy. They encourage customers to take business cards, and when asked about their decorated apparel and products to let people know where they got them. They also directly ask for their customers to post a Google review. Finally, Dane invites customers to send her photos of their events and/or staff wearing their new products. Dane then posts these images, with permission, of course, on social media and the company website.

Offering Wisdom

Dane’s most important advice for other apparel decoration professionals is this, “Don’t be a bottom feeder!” She emphasizes that if you start out as a bottom feeder, it is hard to break out of that mold. Speaking from personal experience, she says used to meet or beat competitors’ prices. But she soon realized she was going to end up having to get another job to pay for what she was doing if she kept pricing her work that way.

The other advice she offers is to develop your business plan. “I know that sounds so textbook, but making a business plan is big,” Dane says. “Because then you know who your audience is, you know who you should go after, you know who you can go to find a support group if you’re not near your family or friends who are business owners.”

Looking to the future, five or 10 years from now, Dane says she would like to own a building. “The goal when you build a business is to build it so that eventually, you can sell it. I want to sell the entire package, the business, the building, and everything that comes with it.” 

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 may currently be experiencing, go to NNEP.com.

The post KDdid Designs: Student to Teacher 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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Squeegeeville’s Andy MacDougall at the 2024 Impressions Expo in Long Beach, California. Photo courtesy of Impressions Expo

In recent years, in addition to the Shop Talk panel discussions the Ink Kitchen runs as part of each Impressions Expo, the organization has raised tens of thousands of dollars to help a number of not-for-profits in the cities where each expo takes place. Recipients have included organizations involved in protecting the environment and helping various at-risk populations, including the homeless.

Central to these efforts have been a series of live poster screen-printing activations taking place on the Impressions Expo show floor, with the resulting posters then being made available to attendees for a donation. The first of these came in 2020, with veteran printer and Squeegeeville founder Andy MacDougall working the Impressions Expo show in Long Beach, California. After that came Brian Potash, of Philadelphia’s Devilfish Ink, doing the printing in 2021 in Atlantic City, New Jersey. The posters themselves were designed by Aaron Draplin to benefit the Surfrider Foundation, which works to help preserve the world’s oceans.

Screen Printing Poster Lives at Impressions Expo

In 2022, Potash kept things going printing posters at both the Atlantic City show and at Impressions Expo Fort Worth. The Atlantic City poster featured a rendering of and raised funds for the restoration of Lucy the Elephant, a historic piece of building-sized statuary in nearby Margate City. Posters printed at the Fort Worth expo raised funds for the job-placement not-for-profit UpSpire.

Since then, Potash and MacDougall have continued creating their custom-designed and printed posters at each show. In 2023, for example, MacDougall printed a poster featuring the cruise ship Queen Mary designed by Texas-based artist Alyx Spurrier to benefit the local Care Closet LBC foundation for the homeless, while Potash printed a second Lucy the Elephant poster with the money raised going to Adelaide’s Place.

Alyx Spurrier’s iconic long horn cattle design for Impressions Expo Fort Worth. Image courtesy of Ink Kitchen

According to Ikegami, Potash also “rescued us in Fort Worth when Andy caught covid and couldn’t come to the show, so Brian came last minute and printed the Fort Worth longhorn steer poster.” The Spurrier-designed poster that year was a truly iconic one, featuring a rendering of one of the region’s legendary longhorn cattle.

Screen-Printing Designs with Local Themes

More recently, in 2024 Andy printed a “nighttime” version of the same Queen Mary poster printed the year before in Long Beach, and Potash printed a diving horse poster in Atlantic City (another Spurrier design), with proceeds again going to Adelaide’s Place. After that came a Spurrier-designed armadillo poster for Impressions Expo Fort Worth.

All good fun in addition to constituting an integral part of the Ink Kitchen’s fundraising efforts, which include gathering up unused blank apparel in the wake of each show to be donated to charity as well. Equally important, Ikegami says, is the direct financial support provided over the years be literally dozens of different companies from across the industry. In 2024 alone, the Ink Kitchen raised $17,500 for Care Closet LBC; $8,000 for Adelaide’s Place in Atlantic city; and $5,976 for UpSpire.

Decorated Apparel Industry Pitching In

“There are many generous companies in the industry who work with us to make this happen…we certainly haven’t done it all on our own,” Ikegami says. “What I really like about it is that we can recognize that we are a community, not just a bunch of businesses trying to sell things as we come together for the benefit of the communities we visit for the expos.”

For more on the Ink Kitchen’s poster printing efforts at the recent Impressions Expo in Fort Worth, including a list of the industry sponsors that took part in its fundraising efforts, click here. Great work and kudos to all involved. Can’t wait to see what’s in store for Impressions Expo’s three 2025 shows! For more information and/or future updates, be sure and check in with the 2025 Impressions Expo Long Beach resource page. In the meantime, looking forward to seeing you there!

Updated 4/24/25

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Through his dual roles as a community organizer and young entrepreneur, Murguia uses printing messages on shirts to unify communities, raise awareness of important causes and cultivate the next generation of leaders.

The Philosophy of Impact

At the core of Milwaukee OATS is the philosophy encapsulated in its name— “Only a T-shirt.” For Murguia, T-shirts are a lot more than just apparel. They’re a medium for messages of positivity and empowerment. “You’re literally wearing your message,” Murguia says. “It’s part of your daily life, letting people know what you support and advocate for without saying a word.”

One of Murguia’s most impactful designs featured the message, “Milwaukee. Welcome to Our Neighborhood,” aimed at bridging the city’s diverse and often segregated communities.

“We distributed these T-shirts across various neighborhoods—from Latino to Black to Asian and in the suburbs—to foster a sense of unity under the common identity of being part of Milwaukee,” he says.

Another notable design depicted a soldier with a rifle facing a child holding a flower, symbolizing a poignant dialogue on peace.

“The gun and flower were pointing at each other,” Murguia says. “We wanted people to think about what peace means to them, highlighting the stark choices between violence and harmony.”

Growth and Expansion

The OATS team works around the clock to handle orders and continue brand growth. Photo courtesy of Milwaukee OATS

Over the years, Murguia has steadily expanded Milwaukee OATS from a modest setup in his parents’ basement to increasingly large and more professional spaces. In the beginning, Murguia was limited to water-based printing, since his initial studio, which he shared with another artist, didn’t have a washout booth. As Murguia continued to acquire more advanced equipment, however, he transitioned to an industrial space better suited to his operations.

Today, his business includes a vibrant storefront with studio space in Milwaukee’s Bay View neighborhood. The location also now serves as a hub for screen printing and a showcase for his designs and the works of other local artists.

Suffice it to say, the result has been plenty of busy days. “Sometimes I’m here till 2 a.m. I’m still building a business and figuring out how to create that work-life balance,” Murguia says of his efforts, especially when he’s in the middle of handling the rush of orders he receives during Milwaukee’s bustling summer season.

From Art to Activism

While earning an art degree, Murguia immersed himself in the fashion and counter-culture art scenes inspired by icons like Basquiat and Banksy. His early exposure to screen printing, in particular, came through influential brands like OBEY Clothing, founded by Shepard Fairey, a street artist best known for his Barack Obama “Hope” poster.

Murguia’s commitment also expanded into the area of community service when he joined Public Allies, an AmeriCorps program, where he spent his time working with Urban Underground, an organization dedicated to fostering youth leadership and civic engagement.

“It turned into me teaching young people how to screen print, which evolved into lessons on social justice and community organizing,” Murguia says. “It’s like putting the medicine in the soda—kids have fun while learning valuable skills.”

At the same time, as Murguia’s work increasingly came to resonate within the community, a growing number of people began to recognize him as “the screen printer, the art guy making T-shirts with young people.” This in turn translated into an increasingly diverse clientele, with area bands, artists and even barbershops seeking his screen-printing services.

Community Collaboration and Mentorship

Not surprisingly, given Milwaukee OATS commitment to community, the shop’s list of nonprofit partners includes everything from Froedert Hospital to Sherman Park Grocery Store, 414 Life, Safe and Sound, Urban Underground, Cream City Conservation, Victory Gardens Initiative, Milwaukee Water Commons, Youth Justice Milwaukee, Dream.Org and the Office of Violence Prevention. “We’re not just making T-shirts,” Murguia says. “We’re part of the change, tackling issues from environmental sustainability to social justice.”

Milwaukee OATS works closely with the local community including schools and small businesses. Photo courtesy of Milwaukee OATS

The OATS team also engages with the community by hosting printing events and offering design services at reduced costs to some of its nonprofit partners in order for them to “have cool designs and cool shirts” as Murguia puts it.

Then, of course, there are the peer mentorship and internship programs Murguia has created to help high schoolers and college students just starting out: programs that allow trainees to acquire work and leadership skills via part-time jobs in his shop. He also works with Employ Milwaukee to provide young people who’ve had run-ins with the law the opportunity to learn empowering on-the-job skills.

“Young people come into the shop to learn skills to print or to run their own business,” he says. “We want to give the next generation the skills they need to give back to our community as future leaders. It’s amazing when you see them in a few years happily using the skills they learned with us.”

The impact of these programs is evident in the testimonials from participants. A recent college athlete from the University of Wisconsin-Milwaukee, for example, credits the internship with helping him launch a brand of his own. “I’ve been able to start a brand, which was always a dream of mine, all while learning business skills, marketing, promotion, sales, business relations and much more,” he says.

Expanding as a Community Hub

Looking to the future, Milwaukee OATS is working to expand its role to where it becomes a vital community hub. As part of this effort, Murguia says he has plans to add a music studio where young Milwaukee musicians and rappers can gather and record. “As an organizer, I see these musicians as informal creative leaders,” Murguia says. “Partnering with them helps us quickly find more interns and boosts our credibility.”

Again, as mentioned earlier, Murguia’s storefront has also become a showcase for other local creators. Reflecting on his own early days in the industry, Murguia says, “When I started making T-shirts, I looked for local retail spots to sell them. Now that I have the space, I want to give that opportunity to the ‘younger me.’” At press time, the shop featured displays from three artists, including a former intern who has since ventured into fashion by repurposing jeans, and installations from a videographer and a local musician. The eclectic mix highlights the diversity of Milwaukee’s creative scene and attracts a varied customer base.

“We’re thrilled to amplify people’s voices and go above and beyond for our customers,” he says. “People see our work in the community and want to be part of it. We’re super grateful for any order, and we want to be everyone’s preferred print shop and continue building those relationships.”

Inspiring Future Entrepreneurs

As for any advice he might have for his fellow designers or decorators, as a self-made screen printer who has navigated the ups and downs of turning a passion into a thriving business, Murguia says: “If you plant a seed today, you’re not going to get a raspberry bush tomorrow. You have to put the work in, and you may not see your yield for six months. But when you see it, it’ll be tenfold. Just have faith that it’ll bloom as you put in the work.”

Nicole Rollender is an award-winning writer, and heads up copywriting and content-creation firm STRANDWritingServices.com. For more information or to comment on this article, email Nicole at nicolerollender@strandwritingservices.com.

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Bailey Sell has come a long way from printing in his living room to owning his own store. Photo courtesy of Transfigure

You never know what the future holds, which is something Bailey Sell, founder of Grand Rapids, Michigan-based Transfigure Print Co., can truly attest to. Crafted with the vision of transforming the custom printing industry, Transfigure is a Trans-owned and operated screen-printing collective that specializes in wearable goods directly supporting the LGBTQIA+ community. Like any flourishing business, Transfigure was born from an idea and a creative spark.

Sell’s journey started at Kendall College of Art and Design, where a passion for printmaking and hands-on work led to the creation of custom woodblock printed shirts. “I really wanted to work with my hands, so I started carving and selling shirts,” says Sell. “Once that became a bit monotonous, I decided to teach myself screen printing at home. That led into selling the shirts I created online, where I quickly grew an audience. I then started implementing mutual aid/fundraising practices into what I was doing.”

From the humble beginnings of printing shirts in his living room, Sell and his team have grown Transfigure into a trusted name, known for its superior craftsmanship, attention to detail and unyielding dedication to providing a safe space for Michigan’s local Queer and Trans folks through offering inclusive goods, monthly artist popups and other fundraising opportunities, both online and in-person.

Transfigure’s artistic niche delivers an inventory stacked with a wide array of custom products, including T-shirts, hoodies, hats, bags and more. Each item is intricately designed and produced using state-of-the-art printing technology, ensuring vibrant colors for long-lasting prints that advertise Queer voices and representation. The company also fashions unique items like custom patches, embroidered goods and other specialty products that help the dynamic brand stand out. “We offer apparel prints, patches, stickers, hats, pins—the list goes on. Between our online store and our new physical space, I think we have something for everyone,” Sells says.

Evolving While Giving Back

After years of operating solely as an e-commerce site and custom screen-printing shop, Transfigure has expanded to in-person shopping—the brand’s first brick-and-mortar location, bringing LGBTQIA+ inclusive prints, apparel and more to the Grand Rapids’ Creston Neighborhood.

“I think the evolution from screen printing out of my living room to now, printing out of an actual facility and running a separate retail space, will always be baffling to me,” says Sell. “It hasn’t been that long. When those big-name orders roll in, like Visa, Ghirardelli, Airbnb, Bombas, I’m blown away. When those e-mails flood our inbox, it’s wild to me that they found and chose us out of all the options out there. We must be doing something right!”

The Transfigure team works hard to keep up with demand. Photo courtesy of Transfigure

Transfigure is indeed doing something right, as the new store will be featuring their own products as well as various items from 50-plus other makers, the majority identifying as LGBTQIA+. The retail spot opened at the beginning of summer just in time for Pride month, widely celebrated in June.

“The storefront has been open now for a while; I figured it was only suitable to open on the first day of Pride month!” Sell says. “It’s been well received. When folks come in, I love overhearing them comment on how much they love the store. It warms my heart, especially when it’s coming from a younger Queer kid. We operate mainly as a retail space, but I also want to host events like open mics, readings, craft nights, board game nights, etc. I want to be a safe space for Queer and Trans folks and allies to all hang together!”

When describing what sets Transfigure apart from other brands, Sell notes how important it is consumers and the community are not only supporting a small business but also a team of majority Queer and Trans people. “Printing with us in turn helps us help other people,” he says. “We donate a big portion of our funds to individuals and organizations that help other Queer folks every single month. You’re helping so many different people by choosing to print with us.”

Over the years, Transfigure’s community and social outreach has skyrocketed through its inspiring Mutual Aid program. Since beginning its fundraising efforts in 2019, Sell and co. have made significant donations through Kickstarter excess funds and sales from the brand’s “Protect Trans Kids” apparel design. “We have donated nearly $100k to various organizations and individuals,” Sell says. “The program has had a profound impact on supporting Trans lives.” This initiative supports grassroots organizations by providing free or low-cost printing services to those in need, prioritizing groups that are often underfunded or overlooked. For more details on the program and how to get involved visit Transfigure’s Mutual Aid page on their website.

“We are so excited to expand our presence in Grand Rapids and offer the opportunity for members of the community to shop and interact with us in person,” he says. “This new shop represents everything I envisioned Transfigure to be, a safe space for Queer and Trans folks to be themselves, while seeing other people like them that are making meaningful art for all of us that in turn helps everyone.”

A Bright Future

Innovation and staying ahead of industry trends are also crucial for Transfigure. Sell acknowledges the challenges of maintaining this focus with a small, busy team but remains optimistic about future growth. “I think we know what we’re good at, and we stick to it. We’re hoping to expand our offerings and increase production with an automatic press sometime this year.”

Transfigure’s “Protect Trans Kids,” designed by artist Rio Wolf, is the brand’s most popular design. Photo courtesy of Transfigure

Social media, particularly TikTok, has been a significant driver of sales and visibility for the company. “I try to keep up to date with what’s popular and relevant online. If we can keep active on social media, I’ve found that it pushes our sales even further. That stuff matters, even if it’s difficult to learn at first!” Sell says.

Reflecting on the most rewarding aspect of founding and growing Transfigure, Sell points to the community’s positive reception and the heartfelt connections made. “Our community is what makes what we do rewarding. It’s the pair of kids who show up at our store every weekend to buy a new Queer sticker,” he says. “The smiles that form when they come in are what makes all of the stress, long days and financial worries worth it.”

Compiling everything he’s learned from Queer business leaders that came before, Sell uses that education as a roadmap for Transfigure’s success and as motivation for his own team. “As someone in the Queer community it’s important to know who made this all possible for me, to learn about them and to honor them,” he says. “It’s important to surround yourself with folks who are thriving and making it happen. It inspires me to do the same.”

Looking ahead, Sell has ambitious goals for Transfigure, including, in addition to acquiring an automatic press, expanding the retail space into a larger community hub, and raising substantial funds for Queer and Trans people. “I want to raise another 100k for Queer and Trans folks. I want to raise a million. I want to be a part of something bigger than myself; it’s always been the goal.”

Sell hopes to leave a lasting legacy that demonstrates the success and thriving potential of Trans people. “Industry-wise, I’m proud to be an LGBTQIA+-owned print shop, and I would love to see more being highlighted! We exist, and we’re everywhere, and we deserve your support just as much as anyone else,” he emphasizes.

With no sign of stopping anytime soon, Sell plans to continue shaping Transfigure into a beacon of revolution, community support and Queer empowerment in the decorated-apparel industry and beyond.

The post Transfigure: Wear Your Truth appeared first on Impressions.

Marck’s first experience managing his own business was selling candy as a kid. As the years passed his interests shifted, but his desire to run a business of his own never waned, and in 2001 he began a venture with another close friend, which they dubbed P.A.P. (Pretty Authentic People) Clothing.

Located in the heart of Somerville, Massachusetts, being a part of the wider community is one of the keys to VilleSide’s success.

Meanwhile, on the other side of town, Jabir knew he wanted to “be his own boss” but had not yet figured out all the steps he needed to take to make it happen. Over the years he worked a series of different jobs, eventually reaching the point he could no longer ignore the urge to strike out on his own. Already having an interest in screen printing and vinyl work—and inspired by the name his late brother had come up with years earlier—he opened VilleSide Customs in 2008.

Jabir ran the shop on his own for five years until he found himself at a crossroads as a result of the burnout he was experiencing. At the same time, Marck was in a position where he was looking for yet more opportunities with respect to his own career path. Although they’d worked together before, the two were formally re-introduced by a mutual friend who recognized how their interests were aligned. Thus, was born the current iteration of VilleSide Customs Company.

From the very beginning, even as the two of them were still considering joining forces, they felt like they clicked. “We speak the same language,” Jabir says. “Customers will call and not know if they’re speaking to me or Marck sometimes.”

Custom Apparel and Community Engagement

Complementing their ability to communicate is the fact that while they both wear many of the same hats behind the scenes, they also bring two very different sets of strengths to VilleSide’s operations: Jabir having a knack for customer relations; Marck’s abilities including an aptness in the area of production management.

Equally important, Marck and Jabir are fully committed to the idea that running a joint business takes a combination of mutual effort, patience and understanding.

“To be successful you’ve got to be a team player.” Marck says. “Ninety-nine percent of the time we’re aligned—but every decision to make, we [still] talk about it before pulling the trigger.”

The resulting trust has not only become the foundation of their partnership but a crucial element in how they’ve grown their business over the years, with an emphasis on ensuring they always do right by their customers in terms of quality and service.

“We have exposure on social media, but we get a lot of our customers by word of mouth. They know that we don’t cut corners with our work” Jabir says.

“We want to make sure that the interactions with our customers are a hundred percent genuine. We make it a goal to make sure that every customer is satisfied.” Marck adds.

Partnerships and Decorated Apparel

Beyond that, they’ve found that it’s important to create and maintain robust connections featuring complete transparency with their business network as a whole, both as a means of garnering new customers or forming long-lasting partnerships with vendors.

This is reflected not only in their financial success, but the company’s relationship with the Somerville community as a whole, where they regularly partner with local service organizations, like Somerville Road Runners, a group dedicated to providing an inclusive environment for members to enjoy the experience of running.

“Growing up in Somerville, I knew I wanted to bring something to the community,” Jabir says of this aspect of his business philosophy and the way it affects how they do things at VilleSide Customs.

A brand-new multi-head embroidery machine serves as evidence of VilleSide’s continued growth and desire to do things in-house.

The company’s emphasis on its relationships with customers and suppliers proved especially important during the early days of the COVID-19 pandemic. Though the business suffered financially, Marck and Jabir found that by increasing the importance of online orders they were able to continue operating. As part of this effort, Jabir also hosted a series of live Facebook sessions with a number of customers to not only assure them of the business’s strength, but chat and build human connections in a time of isolation.

Additionally, they partnered with and advocated for a number of other local businesses in order to ensure they all stayed afloat. The result has been a tight-knit network of business owners they know they can call on in time of need. “We learned a lot about ourselves,” Jabir says of those challenging times.

In terms of the nuts and bolts of the business, when Jabir started out in 2008, he had a GS-24 Roland vinyl cutter, a laptop and a heat press. When Marck came aboard and the two acquired their current Somerville storefront as part of their commitment to establishing the business, they invested in two M&R Sportsman six-station autos and an M&R dryer and conveyor belt. They also installed a Workhorse Products exposure unit to further boost efficiency and production capacity.

Branching out into Embroidery

Most recently, they installed a new Barudan multi-head embroidery machine to accommodate the company’s growing embroidery business. During a recent visit, the Barudan was in a middle of a job for nearby Tufts University—evidence of the revenue potential with this kind of decorating tech. In the beginning, VilleSide consisted of Jabir, Marck and three other employees. Today the company employs no less than seven full- and part-time staff.

Of course, with change comes opportunities but also hardships. And as is the case with many small businesses, Marck and Jabir have, on occasion, not only found themselves pushing themselves to the limit in an effort to increase profitability, but hustling to stay afloat.

“We are a mid-six-figure-a-year company, and at the start of business we weren’t making enough to cover our salaries together,” Marck says of the challenges he and Jabir faced early on. “But we kept pushing.”

The good news is all that work is clearly paying off, and a decade after forming their partnership VilleSide Customs is now among the largest custom print shops in the town of Somerville. Marck and Jabir have also been featured in a number of interviews highlighting the work they’ve done both with and for organizations across the Boston area.

Looking ahead, the pair have a number of goals in mind, including staying busy; fostering the company’s existing business relationships; and continuing to expand the company’s abilities and capabilities, as is evident in their recent Barudan purchase. At present the products and services VilleSide offer include screen printing, embroidery, retail apparel and adhesive stickers. While Marck and Jabir recognize some orders require outsourcing, they prefer the assurance of doing as much of the work as possible in-house to ensure their costumers get what they both want and need.

As for the many lessons they have learned since going into business together, Marck says, “Having the right business partner means everything. Get a team that is here for the growth of the business and get rid of the lazy, unmotivated people. I honestly couldn’t have gotten this far without [Jabir] and will always give him credit throughout our future success, as we watch VilleSide Customs flourish and continually grow year after year while walking at a steady pace.”

“Without failure, you’re not going to see success. Be resilient,” Jabir says. Beyond that, he adds, “Once the heat comes, I know I have Marck with me.”

The post A Tale of Two Screen Printers appeared first on Impressions.

Equipment Zone – Digital Decorating

At our third stop on our nationwide tour, we spoke with Terry Combs, director of sales and training at Equipment Zone, the source for Epson direct-to-garment (DTG) printers; the SpeedTreater-TX Automatic Pretreater; dye sublimation, wide format and solvent printers; inks and supplies; and heat presses. During our conversation, Combs advised that any decorator choosing to add a mobile shop to their offered services must first determine which marketplace they plan to approach, followed by the best decorating technology that will best serve that market.

In addition to T-shirts, hats are a great option for onsite decorating. Photo courtesy of Impressions Expo

“The decoration method you choose will determine what you buy, but the items you actually take to the event should be compact and as minimal as possible,” Combs says. “Have an understanding of how much onsite production you are actually capable of, before committing to events where you might be overwhelmed and in turn disappoint your customer. In other words, communicate with your customer your capabilities beforehand, so there’s no confusion.”

According to Combs, there are multiple benefits for decorators and consumers when it comes to live digital decorating. Consumers can be really intrigued and enjoy seeing the step-by-step process. Outside of profits for the decorator, this type of exposure, more often than not, can lead to new customers seeing what decorators can do in real time resulting in more events being booked. These interactions create undeniable credibility and trust once customers can “see” that you’re able to produce outstanding results.

Of course, just like any other job, live decorating is not without its potential snafus. “Weather, poor attendance, the difficulty of moving your equipment from your shop and back again can all be cons,” Combs says. “But the opportunities do outweigh them. As to mishaps, try to keep your process and your offerings simple and as risk free as possible. Sometimes unforeseen issues arise, and things happen. Be prepared with backup plans, just in case, or be ready to move on.”

That preparation requires careful planning, specifically putting together a curated list of everything you will need from the time you leave your shop and hit the road to setting up and working the event. Being meticulous will help avoid mishaps. From what Combs has seen, some decorators set up a full trailer with their preferred equipment permanently mounted for common outdoor events; while others, can simply load up a rented van or truck with equipment and supplies. Carts with heavy-duty casters are always a plus, Combs says because of the irregular surfaces you may encounter in a live setting.

“With digital decorating, a DTF (direct-to-film) printer wouldn’t be practical to take to an event, but incredibly easy to take transfers, a heat press and blank garments,” says Combs. “For DTG, some machines are mobile, and others are not. When taking a DTG machine to an event, you would commonly have the shirts pretreated. At the event, you could do custom graphics or event photos armed with your printer, a heat press and blank garments.”

Prep transfers in advance for quick application. Photo courtesy of Impressions Expo

He goes on to say, depending on the event and the market, decorators even have the opportunity with digital decorating to do individual custom images; although, simplify the process by creating templates allowing you to drop in a photo or a name quickly, which keeps the line moving to avoid lengthy wait times that can frustrate customers and drive those prospects away.

When it comes to the equipment section of your prep list, certain types are better than others for live printing. A more compact printer, whether DTG, DTF or sublimation, will make the process easier. Combs advises decorators to consult their warranty to be sure a particular piece of equipment can be used in this manner without voiding the warranty. In reference to DTG, DTF and sublimation, a mobile shop with equipment secured in place could be compatible with any of these technologies. However, Combs points out that if you’re moving into a venue, DTG and sublimation are the best options.

“This market has real growth potential for the decorator who likes to be in front of the public,” Combs says. “Be ready to explain the process over and over again. People are intrigued by what we do every day.”

STAHLS’ – NFL’s Go-To

At our last stop on our live decorating tour, we popped in on the team at STAHLS’ to get its take on decorating at live events, as well as some inside scoop on their partnership with the NFL.
Like the other brands we visited, STAHLS’ thoroughly believes printing onsite successfully starts with choosing the right event, planning properly and choosing a specific decorating technique to go with.

Once a draft pick is announced, STAHLS’’ has less than a minute to print the jersey using a Hotronix Fusion press. Photo courtesy of STAHLS’

“For efficient production, portability and simplifying the supplies needed, using a heat press is by far the most accessible option for on-site activations,” says David Conner, STAHLS’ and Transfer Express content director. “There’s no need for extended space for the dryers, inks or cleanup that typically are associated with screen printing on site. Plastisol transfers can afford identical quality with a fraction of the effort and time.”

The essentials needed for STAHLS’ preferred method are: a heat press; blank apparel stock (well organized); heat transfers; a display (backdrop/banners/etc.); and a point-of-sale system to be able to process payments.

STAHLS’ says to be mindful about staffing, a commonly overlooked requirement. Processing and printing orders can require long days and be strenuous on the most seasoned decorator. To avoid closing shop for a quick break, bring someone who you can trust, as they will be handling customers’ money, as well as representing your brand to even more potential customers.

“Live decorating does not come without specific costs,” Conner says. “For decorators planning to print onsite, the costs vary depending on the specific needs for equipment and staffing involved. Typically, for local events, you’ll need a van or truck to be able to bring the proverbial show-on-the-road, which may involve rental costs. In cases where shipping is involved, you’ll typically see freight being the best way, with packing supplies onto a pallet and shipping out, which can get expensive.”

As part of the planning process, be sure to keep in mind the typical vendor costs to the event organizer, or a commission on each sale to be paid back. There’s also the cost of apparel stock, specific decoration and transfers. Calculate these expenses based on the projected attendance with a simple, basic average conversion rate within the 10-25 percent range for most events. By doing so, you’ll be able to offset any unexpected expenses that may arise during the event Conner explains.

Draft names are lined up and ready to go on the correct jerseys. Photo courtesy of STAHLS’

Also, do not forget you’ll need your booth, tables, chairs, banners, backdrops, EZ-Up Canopies (typically 10-feet-by-10-feet) depending on the exact event. An eye-catching booth can draw people in as it’s usually the first thing customers see. In some cases, you may luck up and be able to rent some of these items from the event organizers.

“Ideally, designs [for printing or pressing] will need to be prepped in advance,” Conner says. “However, in some cases when customization or personalization is involved it’s typically done with a commercial-grade vinyl cutter. Bringing any digital printing machines (Like DTF or DTG) that require climate-controlled environments are never the best solution for on-site printing. When printing in the fanzones at sporting events, like the NFL draft, designs are prepped as they are ordered with simplicity in mind, such as names and numbers to reduce the time needed for cutting and weeding. Any complicated imagery (like team names/logos) are printed in advance and applied in tandem with the customization.”

Speaking of the NFL, STAHLS’ has been the behind-the-scenes partner for the NFL Draft for over a decade. In collaboration with the Fantatics team, the jerseys are printed backstage, within one minute of when the draft pick is chosen to when it is announced on stage by host Roger Goodell.

For 2023, STAHLS’ Decorating Fulfillment Center (DFC) prepared pre-spaced and ready-to apply names of rostered athletes prior to the NFL Draft. There were 17 athletes attending the first round that year. There are 32 NFL teams, and STAHLS’ prepared a quantity of two names per player, just in case anything unexpected happened.

“All in all we had 1,088 names ready to print,” says Conner. “They were all kept organized in folders for easy reference onsite.”

Behind the scenes, STAHLS’ had color-coordinated print jerseys on display at the 2023 NFL Draft. Photo courtesy of STAHLS’

In addition to behind the scenes, STAHLS’ had the opportunity to support another partner, Hugo Boss in the Fan Zone, offering customization on the back of pre-decorated T-shirts.

“We are truly honored to be a trusted partner of Fanatics, Hugo Boss and the NFL,” says Ted Stahl, executive chairman of the board GroupeSTAHL. “Our commitment to quality, speed, and innovation makes us a go-to source for imprinted sportswear. We serve sports teams of all sizes in all types of organizations around the world.”

And there you have it folks, everything you need to take your decorating business to new heights, whether you offer one or multiple services for customers to choose. As you have learned from the experts, market demand is quite high for on-site printing. From tradeshows to expos, sporting events from the big leagues to local tournaments, community events, markets, art festivals, craft and vendor shows, to name a few, the sky really is the limit. Pack up that equipment, pile the team in the van and hit the road!

Ed note: To see Part 1 of this two-part series, click here.

The post Live Decorating: On the Road with Tees Part 2 appeared first on Impressions.

Embroidery: Sew Sweet Academy

At our first stop on our nationwide tour, we spoke with Alexis Galloway, founder of Sew Sweet Academy (sewsweetacademy.com), a machine embroidery membership community where Galloway diligently guides her members through their projects stitch by stitch from start to finish. While chatting, we learned more about what it takes for an embroiderer to seamlessly transport and setup their mobile shop.

Galloway is all in for embroiderers starting a live decorating embroidery service, highlighting how it can be a rewarding venture for those with a passion for design. “With a clear plan and the right skills/resources, you can build a successful business,” she says. “Beginners should choose a machine that fits your budget and hoop size needs according to the type of projects you will be making. The software should be easy to navigate, as well.”

According to Galloway, building relationships with suppliers and vendors is crucial. This can include blanks suppliers both local and overseas for pricing variety. These relationships will then be able to help you source items for clients at a much lower cost.

“As a live decorating service, you will be dealing directly with clients on a regular basis,” she says. “It’s crucial to develop good customer service skills, including clear communication, patience, and empathy. You’ll also need to be able to handle criticism and work collaboratively with clients to bring their vision to life.”

Onsite embroidery can be educational and inspiring. Photo courtesy of Impressions Expo

The benefits of live embroidery not only include the aforementioned customer engagement but the opportunity to showcase the intricate craftsmanship and the decorator’s embroidery skills to a wide audience in real time. “This not only serves as an effective marketing tool but also helps to set [you] apart from competitors who may only offer pre-made designs,” Galloway says. “Live events are great opportunities to promote your brand. They are highly shareable and can easily create buzz, especially on social media, which could increase brand visibility and attract new customers.”

Live decorating has its fair share of benefits for consumers as well. Galloway explains that onsite embroidery allows for high levels of customization. “Consumers can select the exact design, color, size and placement of their embroidery, resulting in a product that matches their personal preferences,” she says.

Being able to watch an item being personalized in real-time can add an element of excitement and entertainment, making the shopping experience unique and memorable, especially considering customers will be able to take their personalized item home with them that day. “This immediate gratification can enhance the overall shopping experience,” says Galloway. “An onsite embroidered item can be a thoughtful and unique gift. It adds a personal touch which is often appreciated for gifts.”

Despite the thrills of watching those needles fly, live decorating embroidery can be somewhat tricky. When you’re working live at an event, Galloway says you might be under pressure to complete designs quickly, which could make it harder to do your best work and possibly make mistakes. The machinery can also work against you by getting jammed or breaking down completely. To troubleshoot these problems, Galloway advises you double-check everything from designs to colors to placement, provide regular maintenance to your machines and always have a backup plan ready to go at the first sign of trouble.

Transporting a mobile machine embroidery shop incurs several costs, some of which include vehicle expenses such as gas, insurance and maintenance; equipment costs; travel-
related expenses such as food and lodging; business insurance; and any marketing costs.

Once you have your basics covered, your plan in place and the event booked, consider the portability of your mobile shop. “Embroidery machines come in various sizes, from small, compact models to larger, industrial-sized machines. The portability of your machine will largely depend on its size, weight, and design. Small to mid-sized machines can be relatively portable. Industrial machines, on the other hand, can be very large and heavy, making them much less portable and not suitable for mobile operations without significant logistical planning.”

Galloway adds that timing must always be considered when it comes to the complexity of your setup. “For a small to mid-sized machine, you could likely get everything set up in about 15 to 30 minutes. For larger, industrial machines, the setup process could take significantly longer. It might also require professional assistance or specialized equipment, particularly if the machine needs to be leveled or secured in place. Remember, portability is not just about the machine itself. You’ll also need to consider the space and equipment required for your embroidery supplies (like threads, hoops, and stabilizers), your products (like shirts, caps, and bags), and any display or point-of-sale materials you might have.”

Screen Printing: Barrel Maker Printing

After our educational visit at Sew Sweet Academy, we zipped on over to Illinois-based Barrel Maker Printing (barrelmakerprinting.com). When it comes to screen printing onsite, founder Justin Moore and team pride themselves on delivering the ultimate, top-notch, VIP printing experience for their clients. Having reached expansive growth since opening their doors in 2009, Barrel Maker now has hubs all over the United States ready to bring their fun-filled mobile printing to any event.

“We have activations consistently each week all over the country,” says Moore. “There are a ton of unique events and ways to decorate apparel, making it a great fit for a wide variety of events.”

For anyone looking to expand their brick and mortar with mobile decorating, Moore says there are great benefits to be had. He suggests setting up outside your shop before venturing out into the public to work out any kinks. Once you are fully prepared with the proper supplies and equipment, the next step is to hit the road.

Live printing is a great way to connect with clients. Photo courtesy of Barrel Maker

“For the decorator the main benefit is exposure,” Moore says. “If you are a company that offers live printing as a core business, then getting out there increases the amount of people who know about you. Or if you are a screen-printing company, then printing at a local street fair might be a good way to put yourself out there. Just keep in mind that if you are printing for another brand you don’t want to steal their thunder with too much shameless self-promotion. For the consumer it’s a good way to get to pick from various designs, ensure you get the size or color you want, view an interesting process, and support small businesses.”

Of course, as convenient as mobile printing is, it doesn’t come without its possible snafus. Limitations arise in what you can offer onsite compared to the bigger machinery living in your shop. Crowd sizes and want and demand are important factors especially when it comes to staying organized and prepared for the particulars of each individual event. Barrel Maker burns its screens prior with very little tolerance since the presses have very little wiggle room. Moore says it is highly important to have a thorough list of everything needed, as well as what each team member’s specific role is during the event.

“Since we are doing events all over the country on a weekly basis, we’ve customized equipment to be more portable and easier to ship,” says Moore. “Shipping equipment is extremely expensive and often impacts the life of the equipment greatly. It’s hard to ship out presses and have them come back unscathed. Also, flights and hotels add up fast. If you aren’t a company that sells live printing as a core service, it makes the most sense to stick to your local area within a 50-mile radius. You can load equipment and supplies into a van and really put in that extra care in padding and protection. Don’t forget to bring a dolly!”

After figuring out what works best for Barrel Maker’s business model, the company now works with customized equipment that has been modified for seamlessly setting up onsite without tools. “For a screen-printing press we can setup in about 10 minutes. That said, our presses aren’t great at multi-color printing because we sacrificed some of the heavy-duty qualities in exchange for ease of travel. Because of that, it definitely helps to use high meshes and one layer of ink, so that you can effectively cure garments faster in less time.”

Ed note: To see Part 2 of this two-part series, click here.

Updated May 23, 2025

The post Live Apparel Decorating: On the Road with Tees Part 1 appeared first on Impressions.

It was in 1981 that Julia Wittmer began working at the shop. With Ris’ mentorship and guidance, she learned about the screen-printing business through both on-the-job training and attending industry trade shows. She worked for Ris through 1988, but their paths would cross again in 2014, when she and her husband, Scott, purchased the business.

Seizing Opportunities in Decorated Apparel

As any business owner will tell you, reacting to unforeseen situations requires a willingness to adapt to challenging situations. Back in 1988, nearly 800,000 acres of Yellowstone Park burned from wildfires, and Ris went into action, printing T-shirts at night and supplying them daily to fire-fighting personnel. Around that time, he moved Wild West Mercantile to a location three doors down, more than doubling the size of the building to 2,000 square feet. The company name was changed to Yellowstone T-shirt Co.

During the fires and for the following five years, businesses in the town of West Yellowstone were extraordinarily busy. Visitors wanted to see firsthand the damage caused by the fires. For Ris, this was an opportunity to provide designs that related to their visit to the park, and it resulted in a considerable financial boost to the business. Through the years, Ris continued to add more designs as well as clothing and gifts, seeing success throughout the decades.

Expansion and Growth

In the early years, Ris instilled in Wittmer the importance of listening to the customer, learning what the needs are, offering a quality product and providing a quick turnaround with unrivaled customer service. Wittmer says that since purchasing the shop nearly 10 years ago she and her husband have kept Ris’ business model in place.

“We have grown the business using this model and expanding on it,” she says. “We have a strong return clientele in both the winter and summer. In the winter, we change about half of our design wall from Yellowstone designs to snowmobiling and cross-country skiing designs.”

During the height of the COVID-19 epidemic in 2020, the Wittmers purchased a second location in Moab, Utah—the Redstone T-Shirt Co. Silk screening is not offered currently, but the growth is there, with 100 percent of the shop’s business coming from tourism alone. For the Yellowstone location, tourism accounts for 95 percent of business.

“About 75 percent of the designs that we have there are also original to the store, most of which I have designed,” Wittmer says. “We have been fortunate that Redstone has done double what we projected in the first couple of years.”

The pandemic affected business owners in many ways, and for the Wittmers, it was a time to flourish. “We were definitely some of the lucky ones during the pandemic,” Wittmer says, noting that despite their having to delay the seasonal opening of the Yellowstone location for six weeks due to COVID-19 restrictions, they still had one of their best years on record.

“Everyone wanted to get out, and the national parks were definitely a place a lot of people traveled to,” she says. “We saw a rise in people in the fall as well. People continued to home school their children, so they traveled a lot while doing it. We were so worried about what would happen, and by the end of the season, we were amazed at how well things went.”

T-Shirt Production in Action

Production in the Yellowstone location varies widely, and printing is done on the spot. Wittmer says her team prints anywhere from 30 to 250 shirts per day, and during the summer months, sometimes more than 300. Turn-around time for printing each shirt runs from three to six minutes, depending on the design and type of printing.

“Some of our silk screen designs are a two-screen process,” Wittmer says. “We have a four-platen wheel for silk screening. But we only do up to two screen designs for the on-demand prints.”

Yellowstone T-Shirt Co. is the only T-shirt shop in West Yellowstone that offers silk screening, including more than 300 designs as well as a large variety of pre-printed shirts purchased from multiple other companies.

The shop has a DTG (direct-to-garment) machine and plans are in place to hire a full-time employee to operate it. “We have done some pretty fun designs on our DTG,” Wittmer says. “Because of where we live and the capabilities of putting a photo on a T-shirt, we see some pretty amazing shots of wildlife and different areas in and around the park.”

Another example of the DTG machine driving solid returns happened in 2017 during the total solar eclipse which took place. According to Wittmer, she and her team created three eclipse-oriented designs they then printed using the DTG machine. Sales skyrocketed.

“I will say that the best part is to see how excited some people get when they come in and get to basically design their own T-shirt,” Wittmer says. “We have families who have summer homes around here, and it is a family tradition for them to come in and get their T-shirts made each year. Some of the people who bring their families in are people I printed T-shirts for when they were young, back in the 1980s. I love watching the excitement in people.”

Wittmer employs 10 to 14 people at the Yellowstone location from May through September. From October through April, that number drop to four people in response to the reduced number of tourists. At the Moab location, the season is much longer. Each of the store’s seven to 10 employees is trained in every one of the printing methods offered, as well as in all positions on the floor.

Growing by Facing Adversity

One hurdle the Wittmers have faced is simply managing the growth of the store. Since the purchase of the business, they’ve moved from one heat press to four and increased the number of cash registers from one to four as well. An online presence is in place now, and all the work and preparation to manage business generated online can be extremely demanding.

Determining how the businesses will fair during each season and the effects of the economy are constant concerns. Another ongoing challenge is hiring employees given the limited amount of housing in the area of both stores.

Reflecting on her company’s success, Wittmer advises other shop owners to be sure and put in the time and effort to successfully market themselves. “If you are truly passionate about it, just keep trying to figure out your niche and keep going,” she says. “It is tough, especially with all the online competition. Get out there and market yourself. The business will not just come because you open the doors.”

Future plans for Wittmer and her team include educating the general public about the plethora of ever-evolving techniques the company is developing. Another goal of having the ability to decorate pretty much everything for sale in the store, from coffee mugs to socks.

“With the volume of people we see daily, we can only offer so much,” she says. “I am always looking to possibly expand as far as the back area is concerned, to be able to print a lot of our own products. There are so many amazing things out there that one can do.”

Jennifer Morrell is an award-winning writer who has written for a number of national consumer and trade publications. For more information or to comment on this article, email Jennifer at jennmorrell@hotmail.com.

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In 2018, Harrell founded Artmeetschaos, a high-end denim line for men featuring complementary T-shirts and hoodies. His collections are sold in upscale boutiques nationwide as well as via the company’s e-commerce storefront.

Harrell and his wife, Jahayra, previously outsourced all of the company’s garment manufacturing and printing overseas. But when minimum order quantities saddled the business with excess inventory, they decided to bring their screen-printing operations in-house.

Artmeetschaos maintains the highest standards of quality and creativity. Photo courtesy of Vastex

“Manually made clothing is very appealing to our customers in the denim market, and they’re willing to pay a premium for it,” says Jahayra. “Our T-shirts retail from $85 to $120 and our jeans are $300, so it wasn’t profitable for us to hold leftover stock, especially because we’re a small business.”

The couple also wanted more control over the look and character of the garments’ graphics. Printing in-house would give them the flexibility to carry graphic designs over from one season to another with images that could be applied to the company’s cotton jeans, T-shirts and hooded sweatshirts. Last but not least it would eliminate the supply-chain issues they’d been dealing with.

The result has been the Harrell Print Company, established in South Hackensack, New Jersey, to screen print those same garments Artmeetschaos previously outsourced. As a first step, Harrell and his son, Joaquin, attended a workshop at Vastex International to learn the fundamentals of the business, after which he outfitted the shop with a press, screen coater, pin registration system, drying cabinet, exposing unit, flash cure unit and infrared conveyor dryer, all from Vastex.

Central to Harrell Print Company’s production process is a V-2000HD four-station, six-color press equipped with the T-shirt pallets, sleeve pallets and leg pallets, required to meet the company’s decorating needs. Harrell also chose to increase the number of colors (print heads) to eight. “When generating art that has eight to 12 colors, I previously had to supplement or consolidate colors on the six-color press and sometimes lost the integrity of the original graphic art,” Harrell says.

For (from left) Joaquin, Jahayra and Donwan Harrell, starting up an in-house screen-printing operation has paid big dividends. Photo courtesy of Vastex

Given the intricate nature of the artwork he is creating, Harrell says he has been especially pleased with the press’s rigidity and micro-registration system. “We’re using very high mesh counts—230 to 315—to accommodate the fine details of some of the art, so stability is everything,” he says. “When we line up the screens on press and print T-shirt after T-shirt, we can’t have any movement of the frames. And when we swing the heads of the machine around and bring them down on the T-shirt, they can’t move.”

To ensure the artwork is aligned precisely, Harrell employs Vastex’s pin registration system, which registers all the screens he’ll be using to one another before they are exposed using the shop’s LED E200 screen exposing unit. Pre-registered screens can then be clamped on press in register in seconds, eliminating trial-and-error registration on-press and associated make-ready rejects.

During printing, a RedFlash flash cure unit cures the underbase and flashes garments after every two colors. Harrell automatically rotates the head of the unit into position using a foot pedal and rotates it away from the garment after a preset eight-second dwell time.

Finished garments are placed on a LittleRed X2 conveyor dryer, equipped with a 30-inch-wide belt and two 24-inch-wide infrared heaters. Because Harrell uses high-curing plastisol ink, he sets the temperature to 680°F and slows the belt speed for an output of about 100 garments per hour, adjusting the heater’s height to accommodate T-shirts, hoodies or denim.

After garments exit the dryer, labels are sewn on the inside and hangtags are attached to the outside with safety pins. Items are then cleaned with a lint roller, folded and individually bagged and sealed.

“Currently our business is about 90 percent denim, including screen-printed jeans, and about 10 percent tops,” Jahayra says. “We’re aiming to increase our revenue from screen-printed shirts to 50 percent, so our business will be 50 percent denim and 50 percent tops.”

The Harrells also plan to grow the business by fulfilling customized orders for other clothing brands. Recently, the couple entered into a nondisclosure agreement with a large company in need of screen-printing services. Clearly, the decision to go into the screen-printing business was a good one, as they’re already looking at investing in yet more equipment to accommodate their rapidly growing new business.

For the latest on Artmeetschaos, click here.

To see Vastex International’s complete product line, click here.

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