Screen printing is a printing technique wherein an image is printed using a stenciled sheet of mesh, typically cotton. The image is printed with an ink that has been dissolved in water. This process is widely used by amateur and professional printers alike. The screen is then placed on a garment to print the desired design. The printing method can be used to apply a wide range of colors and textures to different materials. It is a very versatile printing method and can be used to create anything from posters to t-shirts.
In the earliest days of the t-shirt, screen printing was used to print bold graphics and messages on protest signs and posters. It was later adopted by artists like Andy Warhol to reproduce some of his most famous works. Screen printing has also become a popular technique for t-shirt manufacturers, who use it to make their products stand out in the marketplace.
Today, American Apparel is the t-shirt brand most known for its ultra-soft, ringspun cotton shirts that feel better than any other tee you’ve ever worn. Its 4.5 oz t-shirts are the foundation of countless clothing lines and fashion boutiques. But despite the company’s illustrious past, its future remains uncertain. In 2019, the company lost $1.65 billion in revenue and filed for bankruptcy. The company has since relaunched with a new CEO and is trying to regain its footing in the market.
But the relaunch isn’t without controversy, and the rebrand has been slow to catch on. Some of its advertising has been criticized for featuring nudity or sexual themes, and the company’s use of social media has been controversial. Some of its ad campaigns have been banned by various governing bodies.
Whether or not the relaunch is successful, it will be hard for the company to return to its old glory. It has already lost much of its market share to companies like Gildan, which purchased American Apparel in 2019 and now makes most of the brand’s t-shirts.
The brand’s future will largely depend on how well it can compete in the wholesale market. Wholesale buyers are often businesses that purchase apparel for their own use or for resale, and not everyday shoppers. The brand has to convince those businesses that its U.S-made tees are worth the premium over the cheaper, imported versions. Torrey Valyou, CEO of New Duds Screen Printing in Colchester, Vermont, estimates that in American Apparel’s previous iteration, the company’s American-made tees made up 30-40% of his company’s orders. But in the post-American Apparel era, less than 2% of his orders have AA’s logo on them. american apparel screen printing