Embellish: THE TRUTH
3) Move fashion promotions forward. With the growth in popularity of urban apparel and designers such as Ed Hardy (see pg. 78), specialty logos are a great way to capitalize on the current fashion trajectory. Haar cited large-format screen prints with water-based inks as being a retail-trendy look that’s appropriate for the promotional industry. When coupled with embellishments, such as foiling or studs, a logo becomes more mainstream. “These garments will be worn out, not just at home to bed,” she added.
4) Be aware of fabric limitations. It’s important to note certain apparel fabrics can affect the application of transfers and embellishments. “When working with stones, studs or nailheads, really thin fabrics sometimes do not work because the heat affix (the glue that holds the stones on the shirts) will seep through the garment and will stick the inside of the shirt together,” Haar said. Additionally, the apparel must be able to withstand 350 degrees of heat for 14 seconds. “Most of the transfers are applied using heat of this magnitude,” she affirmed.
5) Check garment-care instructions. Depending on the type a company chooses for its logo, some adornments can affect the cleaning of the piece. Although Haar noted that, “some are fine for normal washing and drying while others might need to be hung to dry or hand washed,” it’s a point to consider. While some end-users would always select fashion over function, if the endgame is giving the garment a longer life than what is typical for promotional apparel, a more wash-and-wear style might be best.