Apparel, Objects, and Interiors, Oh My

Print is a term that has come to encompass far more than just “ink on paper.” That has never been more evident than when walking the show floor at PRINTING United, where vendors are demonstrating the ability to print on everything a printer can dream of. Textiles and apparel. Vinyl. Glass. Wood. Objects. And yes, even paper.

Objects abound

Functional printing is a term whose meaning can change depending on who you’re talking to, but at its heart it is printing onto objects, rather than flat surfaces. And Scott Einsig, sales engineer, Engineered Printing Solutions (Booth 2612), notes that at shows like PRINTING United, printers decorating some type of object are not uncommon, be it promotional products or consumer goods. And he sees a number of trends in this space that this year’s attendees should be paying attention to.

Einsig says, “We are seeing a lot of interest in the sports market, and in the industrial consumer goods space.” In particular, he notes that more and more brands, sports teams, and others are looking to produce regionalized, tailored production runs that are far smaller than the runs of the past. “They’re not personalized, but they are customized for a region, or a season,” he continues. “Large companies are looking for ways to get into smaller markets without having to outlay a lot of production up front, and then store it.”

Einsig is also seeing an uptick in appliance brands looking to offer late-stage customization options before finalizing a sale — think changing the color of panels to match trends in different regions or countries, or localizing the required disclaimers into various languages just before shipping from the warehouse.

The final niche in the functional space Einsig is watching the hardest will be in drinkware. “That started about three years ago, and is just starting to hit a peak. I think it will continue to be strong, and we are seeing more companies starting out from scratch, or adding drinkware lines to their portfolio.”

A fashionable choice

Digital printing is making inroads into every space that uses textiles, but one that is starting to gain true momentum is in the apparel and fashion industry.

“We are seeing a lot of customization,” says Victoria Harris, textile segment specialist at Mimaki USA (Booths 5216, 5616, 5620). “Customers are starting to demand to be part of the experience, whether for custom prints or short runs, and are pushing the demand. Digital textiles are starting to adapt to that, with more automated workflows.”

That, in turn, is making it easier for apparel brands to print, create, finish, and deliver products faster than ever before. While true personalized apparel is still rare, more and more brands are beginning to test and embrace the concept of offering, for example, a wide range of color choices, with the actual garment not produced until the customer purchases it. This is a prime opportunity for print shops with the right technology and know-how; those with experience in fulfillment will have an even greater advantage, as brands come looking for new ideas to create more options, in less time, while keeping prices reasonable for consumers.

Getting into the apparel space isn’t quite as niche as it might seem at first glance, either, notes Harris. “One thing I find key here is that with one digital printer or technology, your ability to adapt to several markets is a possibility. If you are going to digitally print for apparel, you’re not limited there — you can also do hospitality, interiors, etc., while still supporting your shop’s core values. That agility and flexibility is key; keep an open mind, and be aware of opportunities.”

Inside the applications

Speaking of interiors, digital textiles for interior spaces is another area on the brink of major opportunity right now.

“Home furnishing is an explosive growth market,” says Michael Compton, print media product marketing manager for Top Value Fabrics (Booth 8838). “Being able to digitally print a design for an interior is huge. And it’s almost any interior application — furniture, drapery, decorative items, there is just a lot of opportunity there.”

And while those capabilities have been around for a few years now, one reason Compton believes the next 12 months will be big for the space is the rise of pigment inks for textiles. “We already have the fabrics that pass all the wash and light fastness standards,” he notes, “but one of the real growth trends in next 10-12 months will be digital printing with pigment inks on polyester and natural fibers like cotton. That is something the industry has been wanting for many years.”

Pigment inks posed a variety of challenges for textile printing in the past, but advancements in the technology are about to change that. Compton notes that fabrics are being developed that have the binders necessary to keep pigment inks in place built into them, eliminating a step and a consumable that could change the feel and performance of the end product. Systems are also being developed to add softeners to the end product inline with the printing, so the final pigment-printed textile is as permanent and soft as one produced with dye-sublimation, but with the bright and vibrant colors only pigment inks can provide.

Combined with the faster speeds of the cutting-edge textile printers — many of which are on display on the PRINTING United show floor — means designers have far more options than ever before when they are creating the perfect space. Options they will rely on their print partners to suggest in the early stages of the process, and then help them refine for the best possible results.

“I really think in the next three to five years digital printing on textiles will become the norm,” says Compton. “We are already growing in that direction. Customers are demanding the exact designs they want, printed the way they want, and that brings a lot of business back into the United States. And it will only continue to grow.”