It was the best of times and the worst of times. Like A Tale of Two Cities, decorated apparel today is at a pivot point. It's been more than 100 years since the first T-shirt was screen printed. We have evolved from single-color imprints to complex, full-color, multi-textural images. The technology has evolved, and continues to evolve, but to what end? If we step back and look at the market landscape, what do we see? Printed T-shirts have been reduced to a virtual commodity. Every consumer "knows a guy that prints shirts." As a printer, we are interchangeable with any other printer. My own case in point. I'm now in my fifth decade producing award-winning apparel for some of America's most well-known brands including Apple, Google, Disney, and many others. Yet, where I live, I'm "that guy who prints T-shirts." But that's not what I do and it never has been.
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