May '14

For the Business of Apparel Decorating

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20 1 4 M ay Printwear | 45 4 4 | Printwear M ay 20 1 4 Women's Faion Tnds Sublimation is a great option for customers that need low minimums and fast turnaround. Case Study A Look into A SubLimAtion boutique Joe Werner and Peter Daneyko from Before+again Clothing were kind enough to share some details with the author regarding sublimation in wom- en's fashion. Read on for insights from the question and answer session. Q: When did Before+AgAin get stArted in the Women's AppArel mArket? A: What began over a two-year period with countless fabric printing experiments in a one-room shop, eventually led partners Joe Werner, Peter Daneyko, and Jon Rianhard to their eureka moment and the creation of the Before+again label. That occurred in 2008 and our products can now be found in over 1,000 spe- cialty boutiques in the U.S., Canada, Mexico, and australia. Q: hoW did you get stArted in the mArket? A: The real excitement began when Joe's wife, Susan, asked if some of her designs could be printed on fashionable and trendy burnout fabrics. Susan and her friends started wearing the new-look Ts. That's when the decision to create the Before+again Label began. It was in 2008, the height of the recession, but, as a just-in-time manufac- turer, our ability to turn around highly-creative pieces with low minimums fit well for a market that was nervous about high inventory levels. and, in the fashion business, it is key to be able to quickly react to what is on- trend now and replenish product versus waiting months for foreign goods which also require larger orders. Bottom line: our equipment, design, and production processes allowed us to mitigate risk to stores and give a tremendous amount of creative choice to consumers. Q: WhAt do you see hAppening in the future of the Women's AppAr- el mArket? A: With a lot of new micro-fibers and great new synthetic poly blends, we anticipate doing a lot more very creative sublimation printing on a variety of styles and fabrics. (author's note: If you would like to know more about Before+again Clothing, please check out their website at www.beforeandagain. com/ or on Facebook at www.face - PW_MAY14.indd 44 4/17/14 9:43 AM

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