It's the Outside That Counts

Apparel decoration. It ranges in complexity from marker-on-white-T-shirt designs made by senior-tripping high-schoolers to one-of-a-kind works of wearable art hand-stitched by Marc Jacobs himself. In the promotional industry, it's usually somewhere in between—a nice screen print, some embroidery, maybe a heat-seal patch if the mood is right.

But lately, apparel decorators have been stepping up their game. They're adding new and improved decorating methods to the repertoire of tried-and-true industry staples, giving distributors (and their clients) more options than ever before. Want to make your apparel promotion less "San Dimas HS Seniors '13!!!" and more Paris-Fashion-Week chic? Then put down the permanent marker and check out the four decorating techniques profiled below.

Full-Color Digital
The print industry has been using digital printing for years, and apparel decorators have recently co-opted the technology—with good reason. As the name implies, full-color digital printing can produce a broader spectrum of colors, allowing for complex, high-definition logo designs.

According to Carleen Gray, chief marketing officer for Stahls' ID Direct, St. Clair Shores, Mich., full-color digital logos also offer fast turnaround times and no per-color fees, and can be applied to almost any fabric, including cotton, polyester, Lycra, spandex, nylon and leather. "Full-color digital logos make it possible to decorate various promotional items all with the same technique, to keep a consistent logo for brand recognition," she said. "It's a great decorating solution for short runs and difficult-to-decorate items."

It is this versatility that has full-color digital printing growing in popularity, especially among distributors whose clients have complicated logo designs or want nonstandard logo placement. Gray outlined one such situation, where a beverage brand needed zippered hoodies decorated with its full-color, gradient- and halftone-laden logo. The designs were applied in multiple locations—on the left chest, on the back, and down the sleeve—creating an eye-catching finished product. "The client was extremely pleased with the decorating results and an order was placed for not only full-zipper hoodies, but also for matching caps," Gray noted.