February '13

For the Business of Apparel Decorating

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The back yoke of an oxford or denim shirt offers prime real estate for a logo without being too overbearing. (Image courtesy Hirsch) and the customer simply agreed to it. If so, then you should begin to understand that the customer looks to you for advice and will typically accept your suggestions. Now go back and take a look at the typical denim and/or oxford shirt that you offer. How many places can you add decoration? Here is a list of the most suitable spots: •Left and right chest (obvious) •For short sleeve shirts, the left and right sleeves •For long sleeves, left and right cuffs •Left and right collars •Full back •Yoke •Shirt tail •Below pocket Now think about the forms of decoration you offer and their limitations. This will probably narrow down the location choices significantly. For example, large embroidered designs are cost-prohibitive, so a full back is doable, but expensive. As for the other locations, can you get them hooped? This may mean using options such as clamps, window frames or hoopless techniques. And, of course, you have to be concerned about obstructions in the path of the needle like seams, buttons, pockets, etc. Though digital direct-to-substrate/garment (D2) printing doesn't involve hooping, it too requires the area to be decorated to be accessible and stabilized during printing. Can you really print on the collars or cuffs? Specialty platens are continually being developed for this technology, so it may be possible a solution is out there that isn't in your shop. The same thought process must also be used for screen printing and heat applications. Just because a location looks enticing, doesn't mean it's easily achievable. On the other hand, for many markets, unique placements can result in higher margins, so it doesn't hurt to experiment with ways to decorate hard-to-access areas. But, before you get too creative, think about how the shirt will be used and who will be wearing it in order to decide on the most appropriate location for the situation. Left and Right Chest These are the most common decoration placements, without a doubt. Small frontchest locations are suitable for a wide variety of logos, where maximum front visibility is desired. If the shirt has a pocket, the logo should not be wider than the pocket. If the job calls for a logo and a name, the 2013 February Printwear PW_FEB13.indd 43 | 43 1/18/13 10:05 AM

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