Impressions - May 2021 - 21

it. Times like these really put us outside our comfort zone, but we
come out stronger and less resistant to change. Practicing change
in little ways in other areas of our businesses on a regular basis
flexes that muscle and makes us more equipped to adapt. I always
teach my printers to push into the fear, don't retreat. That's where
the real magic lives.

had to convince their customers to be in a digital space based on
volume, and for me that became an opportunity. Digital textile
printing has so much space to grow and evolve that it is primed
for screen-printer knowledge to be integrated, so that's what we're
doing. We're bringing what we know with a focus on pioneering
DTG applications.

Impressions: What are some challenges of thinking outside the box
when it comes to developing new, innovative technologies?
Moxley: This is a difficult question because challenges create opportunity, so for me they are really a positive space. Trying to meet
everyone's expectations can be challenging. I often see the valid
perspective of one idea, and also of another completely opposing
idea - but in some ways, the challenge of the conflict is the key
to the spark.
We recently developed a new white-ink printing method for
direct-to-garment (DTG) printing that integrates the many years of
knowledge and applications we have in screen printing and DTG.
It was really challenging at first because it was breaking with the
crowd and pushing people outside of their comfort zones. Not
knowing if there will be success is sort of like jumping without a
net. Ultimately, though, I love that space; I think knowing where I
want to land, or at least the general vicinity, has always served me
well - so just jump.

Impressions: Discuss the advantages and possibilities of leveraging
hybrid printing through variable-data printing. What do you see
coming down the pike in this area?
Moxley: Digital hybrid printing is a digital enhancement to screen
printing. Users can decrease setup times and achieve consistency
with the digital print. Variable-data options create endless customizations, like DTG, with the added ability of screen print-specific
capabilities like special effects.
Variable data is a form of digital printing, including on-demand
printing, in which elements such as text, graphics and images may
be changed from one printed piece to the next without stopping
or slowing down the printing process. New business models across
the market actively use social media, analytics and cloud-based
management systems. Collecting and harnessing data is important
to create customizations, speed product to the market, localize the
supply chain and lower the need for excess embellished inventory.
Tees-as-Subscriptions (TAS) is a perfect variable-data hybrid
product example. Tourism tees offer another effective use of variable data. Finally, hybrid and variable data introduce a uniqueness
to the market that has never existed before. It's possible to produce
hundreds of thousands of individual shirts, yet products can carry
a brand story, have individual numbers or carry unique image data,
making them all singular to the market. Every shirt, everywhere,
will be an individual, just like the person wearing it.

Impressions: For suppliers, the challenge in technological innovation seems to be in the 'life' of the technology. What's the key
to developing lasting innovations that will have truly long-term
meaning and application?
Moxley: Part of long-lasting innovation is determining and demonstrating value. If an innovation has steps beyond this stage, it will
last. Oftentimes, whatever we are doing in this moment is a piece
of a larger picture or journey that is being visualized. This is a step
in a story. Your choices need space to evolve and grow, and you are
spending time seeing that next step and the reaching impact it
will have. For example, is this innovation eco-friendly? How will
this impact future generations and jobs? How specialized will this
become? It takes a bit of predicting and the easiest way to predict
the future is to create it.
Impressions: Discuss the value of data in decorated apparel and
digital technology, and how data and analytics can be better used
to leverage future technology.
Moxley: Data collection in garment decoration can be used to
improve productivity and profitability. Waste data provides the largestmargin opportunities for growth in relation to the factory profitability.
Waste data provides the most opportunity for behavior improvements and reduced waste, which should be a target for everyone.
This evidence is integrated into future technology choices and
innovation decisions because the longevity of the innovation utilizing data like waste drives smarter application methods, more
profitability and meets standards set by the largest global brands and
legislation. Data begets predictability, and using predictive models
demonstrates patterns and reveals the future, which feeds innovation. It's a spiral.
Impressions: Speaking of digital technology, how do you see it defining the role of screen printing as the process becomes more
closely aligned with digital printing? Do you think this is a natural progression?
Moxley: I think there is a lot of space for digital technology to
expand in application, which makes it a " blue-ocean " space and
really exciting. I've heard many customers talking about how they

Impressions: What is/are the next big growth area/areas in decorated apparel?
Moxley: I see a rise in digital and hybrid applications, and more
modular-style equipment. Using an indexing system in digital
application will drive higher yields. Aligning digital equipment
between devices will create a variable volume factory model for any
kind of output - large, medium or one-of-a-kind units. Modular
equipment systems will allow for growth into new technologies
without completely reinventing the application, which is critical
for longevity. This will allow for the rise of systematic digital application like color management, and allow for fabric evolution,
which is critical for brand growth and survival. 

Always be willing to change. Innovation
exists in change. Innovation reveals
the future. Change can be scary but
being practiced at it makes it so much
less frightening and much easier
to navigate. Practice makes perfect
in anything and embracing change
makes you good at it.
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Impressions - May 2021

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