Cut to the Chase

A WELL DESIGNED piece of apparel with equally eye-catching embellishments is what today’s consumers tend to seek. While embellishment and printing techniques, such as embroidery, rhinestones and silk screening are widely known and used, less is known about the cutting-edge technology of laser etching—on apparel, that is. When this process is considered, generally products such as plaques and nameplates come to mind. However, Craig Warnimont, regional account manager at Colorado Timberline, Denver, said laser etching is as useful and effective on apparel as it is on other surfaces.

According to Warnimont, laser etching is the process of “carving an image or a logo onto a fabric, while still maintaining the fabric’s integrity.” To do this, all that’s required is submitting art files online as a 100 dpi black and white JPEG. The black portion of the art is removed by the laser and ‘etched’ onto the garment. “The laser heat melts the top layer of the fabric, while the fabric integrity is maintained,” said Warnimont.

Colorado Timberline only recently adopted the process (February 2006). “As of a year ago, we had been the first to introduce it in a large scale to the industry,” said Warnimont. “It has been well received by our customers.”

So, what makes laser etching stand out from other embellishment techniques? Warnimont said it offers a “unique tone-on-tone quality, no backing is required (as with embroidery) and a large area can be done economically.”

Furthermore, the process can be completed in seconds. “The garment is laid flat under the machine, which is about the size of a drill press,” explained Warnimont. A computer controlled laser beam moves across the fabric generating enough heat to sear the fabric’s surface. The process is managed via a simple interface on the machine. No human interaction is necessary until the etching is complete.

As Warnimont suggested, the simplicity reduces costs. “An area measuring twelve inches by fourteen inches costs $2.50, with no set-up charges or minimums,” he said. “The cost is very competitive.”

Warnimont provided an example of how laser etching can be successfully used for school sports team promotions. “Youth sports teams have been able to order a design from our distributors that has a tackle twill look at a super savings,” he said. “They can put a name on the front and a full mascot head on the back. Embroidery costs may be out of team budget.”

Warnimont said the kinds of fabric best suited for laser etching are man-made fabrics, such as fleece, microfiber and layered polyester moisture management Poly-Dri.

Distributors should consider these primary selling features of laser etching: its new, innovative look; its cost effectiveness; and the fact that the process works best with bold, simple designs. Warnimont said his company offers spec samples at a low cost, so distributors can approach “a customer and show them the garment embellished and ready to go.”

Warnimont admitted Colorado Timberline faces challenges when it comes to laser etching. The primary one being “getting the art work in a usable form from customers,” he said. However, the problem is quickly remedied by placing a simple follow-up call to customers.

When asked if he foresees laser etching permanently taking the spotlight off of some of the more popular embellishment techniques, Warnimont said: “If someone’s looking for a subtle way to put a logo on a garment without an embroidery patch, [laser etching] is perfect for that. It’s just another alternative. If you want to show your customers something new, show them the laser process.”