This same time last year, I wrote, “The first thing that comes to mind is how both the economy as a whole and the decorated-apparel industry, in particular, have continued to thrive.” This as the world was still feeling the last aftershocks of the pandemic.
This same time two years ago, I wrote, “Barring any kind of craziness on the part of the powers that be, I see no reason why business shouldn’t continue to boom across the board.”
Well, well, well—did someone say, “Crazy?”
Love it or hate it, there’s no denying the fact the current administration in D.C. has been keeping the world economy on its toes, to say the least. Once again, though, as was the case with the pandemic, it appears the decorated-apparel industry, after the initial shock of “Independence Day,” just got right back down to business.
Not only that, but you could even say the economic uncertainty of the past few months actually did the industry a favor in the sense that it helped sharpen its focus, keep a sharp eye on everything from its production processes to its social media marketing efforts.
“From my perspective, the businesses that have leaned into understanding the changes in the market have been more prosperous. Getting in front of customers, asking better questions and providing solutions based on what customers need still seems to do the trick. Those waiting on customers to call, still trying to sell things people don’t want or refusing to change are the ones who have been struggling,” said Marshall Atkinson, principal of Atkinson Consulting, as part of our recently published three-part report, “The Year in Review: 2025 and the Decorated Apparel Industry in the Eyes of Industry Leaders.”
“More risk tolerant companies…charged ahead and continued their investments into R&D, customer acquisition, technology, marketing…etc., and they are stronger for it because everything ended up normalizing in the end,” agreed Michael “Ninja Mike” Nemeroff, CEO, Ninja Transfers, in this same article.
A Strong 2026 for Commercial Decorated Apparel?
Looking ahead, the basic foundations of the industry also appear strong, indicating a (hopefully) increasingly profitable 12 months to come.
“All Q4 2025 indications are that the general economic turmoil will continue to subside, and that interest rates will lower and remain relatively stable, mitigating the economic uncertainty that put buying intentions on hold. I therefore foresee a strong rebound in 2026 across the decorated apparel industry,” said Mark Vasilantone, president of printing equipment manufacturer Vastex International, with respect to the industry’s future.
For now, the 2025 holiday season looks to be another good one for custom apparel decorators far and wide—a sign of a solid fiscal year for the industry as a whole if ever there was one.
AI and the Importance of Automation, Speed and Decorated Apparel
In terms of technology, artificial intelligence, or AI, continues to be the name of the game as it increasingly works its way into the areas of production management and marketing, as well as in the area of design—where it first made itself felt.
That said, I can’t help wondering if we aren’t already beginning to see a bit of a backlash, at least as far as the decorated apparel industry is concerned.
“I’ve spoken to numerous printers who say they’re experiencing fatigue from customers who want a return to form,” said Mike Clark, marketing manager, Inktavo. “While AI technology has been helpful in setting up automations and assisting decorators in maintaining production workflows, printers say some customers want original, even hand-drawn designs that have a “human” element and a designer’s touch.”
Similarly, in her recent article “Careful, Your AI Is Showing: Why Human Personality Still Sells Your Brand,” social media expert Jenna Harding bemoaned the bland and ultimately ineffective AI-created e-mails and social media posts put out by all too many companies these days.
Per Harding: “A week ago, I got so fed up editing the ChatGPT copy my clients were sending me, I almost banned artificial intelligence, or AI, from my business, entirely. I was pulling my hair out as my eyes hit upon sentence after generic, same-sounding sentence.”
Beyond that, if there’s a single word defining the industry these days it’s “speed.” Print-on-demand (POD), faster and faster turnaround times for custom heat-transfer manufactures, increasingly sophisticated and speedy embroidery, heat-pressing and screen-printing equipment, you name it—time is of the essence.
Then, of course, there are the increasingly powerful online design, ordering and production management systems coming on-line these—STAHLS’ Fulfill Engine, Melco Summit Manager and the suite of tools and platforms on offer from Inktavo family of companies, to name just a few.
“[Looking ahead,] print-on-demand (POD) has moved from being a “nice-to-have” option to a business necessity,” said Carleen Gray, CEO, STAHLS’, the same aforementioned year-in-review piece. “Decorators increasingly need to handle any order size, without sacrificing quality or turnaround. This shift reflects a broader reality of today’s market—customers want flexibility, and shops that can meet demand consistently are the ones thriving.”
Bottom line: over the past 12 months the decorated apparel industry not only succeeded in proving its mettle, but it looks poised to do so yet again in 2026—assuming the crazy coming down from on high doesn’t get too out of hand, either here in the U.S. or aboard.
For now, though, here’s to a happy holidays to all and an equally happy business year to come!
