Bailey Sell has come a long way from printing in his living room to owning his own store. Photo courtesy of Transfigure
You never know what the future holds, which is something Bailey Sell, founder of Grand Rapids, Michigan-based Transfigure Print Co., can truly attest to. Crafted with the vision of transforming the custom printing industry, Transfigure is a Trans-owned and operated screen-printing collective that specializes in wearable goods directly supporting the LGBTQIA+ community. Like any flourishing business, Transfigure was born from an idea and a creative spark.
Sell’s journey started at Kendall College of Art and Design, where a passion for printmaking and hands-on work led to the creation of custom woodblock printed shirts. “I really wanted to work with my hands, so I started carving and selling shirts,” says Sell. “Once that became a bit monotonous, I decided to teach myself screen printing at home. That led into selling the shirts I created online, where I quickly grew an audience. I then started implementing mutual aid/fundraising practices into what I was doing.”
From the humble beginnings of printing shirts in his living room, Sell and his team have grown Transfigure into a trusted name, known for its superior craftsmanship, attention to detail and unyielding dedication to providing a safe space for Michigan’s local Queer and Trans folks through offering inclusive goods, monthly artist popups and other fundraising opportunities, both online and in-person.
Transfigure’s artistic niche delivers an inventory stacked with a wide array of custom products, including T-shirts, hoodies, hats, bags and more. Each item is intricately designed and produced using state-of-the-art printing technology, ensuring vibrant colors for long-lasting prints that advertise Queer voices and representation. The company also fashions unique items like custom patches, embroidered goods and other specialty products that help the dynamic brand stand out. “We offer apparel prints, patches, stickers, hats, pins—the list goes on. Between our online store and our new physical space, I think we have something for everyone,” Sells says.
Evolving While Giving Back
After years of operating solely as an e-commerce site and custom screen-printing shop, Transfigure has expanded to in-person shopping—the brand’s first brick-and-mortar location, bringing LGBTQIA+ inclusive prints, apparel and more to the Grand Rapids’ Creston Neighborhood.
“I think the evolution from screen printing out of my living room to now, printing out of an actual facility and running a separate retail space, will always be baffling to me,” says Sell. “It hasn’t been that long. When those big-name orders roll in, like Visa, Ghirardelli, Airbnb, Bombas, I’m blown away. When those e-mails flood our inbox, it’s wild to me that they found and chose us out of all the options out there. We must be doing something right!”
The Transfigure team works hard to keep up with demand. Photo courtesy of Transfigure
Transfigure is indeed doing something right, as the new store will be featuring their own products as well as various items from 50-plus other makers, the majority identifying as LGBTQIA+. The retail spot opened at the beginning of summer just in time for Pride month, widely celebrated in June.
“The storefront has been open now for a while; I figured it was only suitable to open on the first day of Pride month!” Sell says. “It’s been well received. When folks come in, I love overhearing them comment on how much they love the store. It warms my heart, especially when it’s coming from a younger Queer kid. We operate mainly as a retail space, but I also want to host events like open mics, readings, craft nights, board game nights, etc. I want to be a safe space for Queer and Trans folks and allies to all hang together!”
When describing what sets Transfigure apart from other brands, Sell notes how important it is consumers and the community are not only supporting a small business but also a team of majority Queer and Trans people. “Printing with us in turn helps us help other people,” he says. “We donate a big portion of our funds to individuals and organizations that help other Queer folks every single month. You’re helping so many different people by choosing to print with us.”
Over the years, Transfigure’s community and social outreach has skyrocketed through its inspiring Mutual Aid program. Since beginning its fundraising efforts in 2019, Sell and co. have made significant donations through Kickstarter excess funds and sales from the brand’s “Protect Trans Kids” apparel design. “We have donated nearly $100k to various organizations and individuals,” Sell says. “The program has had a profound impact on supporting Trans lives.” This initiative supports grassroots organizations by providing free or low-cost printing services to those in need, prioritizing groups that are often underfunded or overlooked. For more details on the program and how to get involved visit Transfigure’s Mutual Aid page on their website.
“We are so excited to expand our presence in Grand Rapids and offer the opportunity for members of the community to shop and interact with us in person,” he says. “This new shop represents everything I envisioned Transfigure to be, a safe space for Queer and Trans folks to be themselves, while seeing other people like them that are making meaningful art for all of us that in turn helps everyone.”
A Bright Future
Innovation and staying ahead of industry trends are also crucial for Transfigure. Sell acknowledges the challenges of maintaining this focus with a small, busy team but remains optimistic about future growth. “I think we know what we’re good at, and we stick to it. We’re hoping to expand our offerings and increase production with an automatic press sometime this year.”
Transfigure’s “Protect Trans Kids,” designed by artist Rio Wolf, is the brand’s most popular design. Photo courtesy of Transfigure
Social media, particularly TikTok, has been a significant driver of sales and visibility for the company. “I try to keep up to date with what’s popular and relevant online. If we can keep active on social media, I’ve found that it pushes our sales even further. That stuff matters, even if it’s difficult to learn at first!” Sell says.
Reflecting on the most rewarding aspect of founding and growing Transfigure, Sell points to the community’s positive reception and the heartfelt connections made. “Our community is what makes what we do rewarding. It’s the pair of kids who show up at our store every weekend to buy a new Queer sticker,” he says. “The smiles that form when they come in are what makes all of the stress, long days and financial worries worth it.”
Compiling everything he’s learned from Queer business leaders that came before, Sell uses that education as a roadmap for Transfigure’s success and as motivation for his own team. “As someone in the Queer community it’s important to know who made this all possible for me, to learn about them and to honor them,” he says. “It’s important to surround yourself with folks who are thriving and making it happen. It inspires me to do the same.”
Looking ahead, Sell has ambitious goals for Transfigure, including, in addition to acquiring an automatic press, expanding the retail space into a larger community hub, and raising substantial funds for Queer and Trans people. “I want to raise another 100k for Queer and Trans folks. I want to raise a million. I want to be a part of something bigger than myself; it’s always been the goal.”
Sell hopes to leave a lasting legacy that demonstrates the success and thriving potential of Trans people. “Industry-wise, I’m proud to be an LGBTQIA+-owned print shop, and I would love to see more being highlighted! We exist, and we’re everywhere, and we deserve your support just as much as anyone else,” he emphasizes.
With no sign of stopping anytime soon, Sell plans to continue shaping Transfigure into a beacon of revolution, community support and Queer empowerment in the decorated-apparel industry and beyond.
