February '13

For the Business of Apparel Decorating

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Back Of Collar The back of a collar offers some interesting possibilities for embellishment. Just as with the sides of the collar, the decoration field is quite limited, but it's a great place to add a subtle message, such as a website address. Keep in mind that most people spend many hours of their life standing in a line. What are they usually looking at? Back locations get a lot more exposure than you might think. The trick, again, is accessing the location with your equipment. Left And Right Cuffs When working with long-sleeve shirts, the cuff offers a creative location for a small design. Usually, the cuff is done with a partial variation of a full logo such as a brand icon. In addition, this is a very popular placement for monogramming. TIP: When decorating in this location, make sure that the logo is centered in relation to where it will rest when the customer is wearing the shirt. Shirt Tail This might seem like the worst possible place to add a design. In many cases, it is. But the current casual American look is to wear shirt tails on the outside, thus, tail logos do get to see the light of day after all. Though there is ample space for all kinds of decoration on a shirt tail, smaller is better. The younger generation has found this to be an ideal location for monograms. Of course, if the shirt is for a conservative customer who always wears the tail tucked in, this is not a good choice. Below The Pocket This location is intended to be subtle and low-key. First introduced by a well- known fashion designer, this placement option has found its way into the casual corporate market. Though not suitable for large logos, it's ideal for brand icons. Alternative notions As you can see, denim and oxford shirts offer a lot of interesting possibilities for decoration placement. Be creative and start promoting alternatives or additions to the standard left-chest location to your customers. Always strive to be on the leading edge rather than the back of the crowd. Fresh looks and unique ideas will keep you ahead of the competition and on the positive end of the revenue stream. pw Full Backs A full back location is ideal for large logos. But, before you even consider it, verify that the shirt can support it. Many denim and almost all oxford shirts have a pleat in the back panel, which will restrict where the image can go. Do not try to embroider over the pleat, as the shirt will not fit the customer properly. In the case of printing, the image can be distorted by the pleat. But in all likelihood, clients are not going to demand full backs because the shirt typically is used for conservative purposes. Yoke The construction of denim and oxford shirts is such that there is a wide panel at the top of the back of the shirt, just below the neck that is referred to as the yoke. Just like the back of the collar, the yoke area gets plenty of attention from behind. It also lends itself to larger logos without having embellish a full back, which is a nice trade-off between drawing attention and staying low-key. Use Info # 37 2013 February Printwear PW_FEB13.indd 45 | 45 1/17/13 4:23 PM

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