On-Demand Printing Goes Luxe

The emergence of on-demand printing has lowered the barriers of entry for the smallest of apparel companies and even consumers. Coupled with online ventures such as Cafeacute; Press and Zazzle, anyone, from amateur rock bands to fledgling designers, can now make their own message T-shirts or other garments.

While the opportunities have opened up, the results have not come close to professionally produced branded apparel, but that may change as companies such as Boston-based SpreadShirt (www.spreadshirt.com) move to bring a higher grade of product to the do-it-yourself marketplace.

SpreadShirt provides a platform for buying and selling customized garments. Buyers can customize a T-shirt for Halloween, a special occasion or other event using SpreadShirt’s online software. For the more industrious, they can upload their own designs and post their own Web site links to the SpreadShirt marketplace.

SpreadShirt plans to launch a luxe marketplace some time in 2009. As a prelude, it will offer exclusive lines from upscale branded labels Barking Irons Ltd. and Lilla P. during the holidays.

Those labels are not ordinary blank-tee suppliers. Barking Irons won Sportswear International’s “Newcomer of the Year” award in 2006. Lilla P. was created by noted designer Pauline Nakios and is sold in boutiques such as Donna Marsh in LaJolla, Calif., and the Balboa Bay Club in Newport Beach, Calif.

SpreadShirt already has introduced eco fabrics, treatments such as flocking and more fashionable cuts than are traditionally found in the on-demand market.

“We see T-shirts as comfort food for the body, something that is affordable and can bring a smile,” said SpreadShirt Chief Executive Officer Jana Eggers, who was in Los Angeles recently looking for further synergies with West Coast designers.

The company prints orders on-site in the Boston area and turns orders around in 24 to 48 hours. It can screen-print as well as use the latest in digital technology. It supplies services for corporations such as Holiday Inn, Nissan and CNN, which sells T-shirts featuring the latest and most intriguing headlines via its Web site.

“We specialize in cool and modern looks. Each shirt has its own flavor and can be very personal,” Eggers said.

In Los Angeles, nonprofit trade organization Fashion Business Inc. is also delving into on-demand printing, having secured a donation of one of Brother International Inc.’s GT-541 units from Brother and distributor Stitch City. FBI and Brother technicians will host an open house from 4 to 5 p.m. on Oct. 29 at the FBI Resource Center, located in The New Mart in Los Angeles.

The printer can import almost any design from a computer and print images up to 14 by 16 inches onto tees, caps and even shoes in a matter of minutes. The machine uses water-based pigment inks that can retain colors after numerous washes.

FBI will offer use of the printer to members and nonmembers for nominal fees. Users must complete any of several upcoming training sessions.

“People love the concept. We have some swimwear designers looking at it and some name companies,” said Frances Harder, executive director.

For more information, visit www.fashionbizinc.org.