Nanjing Fei Yue Paper Industrial Co.,Ltd

How Sublimation Printing Technology Is Taking Us Closer To Customizable Clothing(1)

While sublimation digital printing itself isn’t a new concept – Epson already works with numerous leading fashion brands it can’t name, as well as the likes of Under Armour and Adidas – it's undergoing a period of rapid adoption today, Usui explains. He refers to the idea of being “one third of the way up the digital mountain.” In fact, the market for worldwide digital textile printing is expected to grow annually at almost 25% until 2019, according to WTiN Intelligence.
 
Part of the reason for that increased uptake comes down to market forces. In the first instance, the fashion industry is going through an evolution (revolution even) in terms of how it gets product from the runway during fashion week to stores and ultimately customers’ wardrobes, quicker than ever.
 
Focused on a strategy coined “see-now, buy-now”, this is about responding to the gap that lies between fashion shows that have become heavily consumer facing in the digital and social media era, and the point of delivery typically some 6 months later. In short, consumers want to be able to "see" the garments now and indeed "buy" them right away. Designers inevitably want to not only capitalize on that buzz and negate the current fatigue they're seeing shoppers otherwise have, but also increase the barriers for fast fashion brands to play copycat.
That motivation and momentum means a serious shift in the production timeline however. Unique prints on textiles are just one part of the pie, but a significant one. It currently takes anywhere from two to three months for traditional screen-printing. Digital printing by comparison can happen immediately.

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