INDUSTRY INSIGHT: The Future of Merch is Personal: How Adaptive Manufacturing and 3D Embellishment are Innovating Print
Are we witnessing the reinvention of Merch driven by adaptive, digital technologies?
The commercial opportunity presented by printed, personalised merchandise is already a lucrative revenue stream; it is the core driver of growth in a multi-billion-pound industry. And the mandate for print businesses is clear: automate, adapt, and offer undeniable added value, or choose to gradually lose market share.
WRITTEN BY FESPA TEXTILE AMBASSADOR DEBBIE MCKEEGAN
Are we witnessing the reinvention of Merch driven by adaptive, digital technologies? For the global print community, the answer is unequivocally YES.
The commercial opportunity presented by printed, personalised merchandise is already a lucrative revenue stream; it is the core driver of growth in a multi-billion-pound industry. And the mandate for print businesses is clear: automate, adapt, and offer undeniable added value, or choose to gradually lose market share.
This is not merely a shift in consumer demand; it is the fundamental evolution of the printed surface. By leveraging adaptive manufacturing, 3D added value, and sustainable surface effects, digital printers can secure their future by offering unique print applications across apparel, interior décor, accessories, and bespoke objects.
The Boundless Scope of the Merchandise Market
The applications for personalised merchandise span a vast array of sectors and the manufacturing technologies for printed products utilised in each, are equally versatile.
Apparel: From custom hoodies and sports kits to corporate polo shirts, digital surface techniques are redefining wearable branding.
Interior Décor: Digitally printed wallcoverings, acoustic panels, and textured art canvases are transforming residential and commercial spaces.
Accessories & Footwear: Bags, wallets, shoes, and tech accessories are now blank canvases for intricate, high-definition personalisation.
Objects: Hard goods, including ceramic mugs, metal keyrings, and corporate gifts, benefit from advanced engraving and hybrid printing solutions.
To capture this expansive market, the printing industry is turning to pioneering hardware and software that bridge the gap between creative vision and sustainable, on-demand production.
3D Added Value and Dimensional Embellishment
The days of flat, uninspiring promotional print are fading. Today, the tactile experience of a product is just as vital as its visual appeal.
Take, for example, the groundbreaking innovations in 3D printed fashion from Stratasys. Utilising their direct-to-textile 3DFashion™ technology, designers can print full-colour, clear, and multi-material 3D structures directly onto garments and footwear. This technology creates stunning optical illusions and allows for complete freedom of shape and transparency, elevating standard accessories into high-end, bespoke art pieces.
Similarly, Stahls’ has again disrupted the apparel sector with its LIQUID 3D™ technology (in partnership with Stratasys). Offering premium, dimensional emblems on-demand with zero minimum order quantities, this patent-pending system allows printers to apply high-definition, textured logos and surface effects. By moving away from traditional, wasteful minimums, Stahls’ empowers businesses to offer premium embellishments whilst drastically reducing excess inventory and material waste.
Adaptive Manufacturing and Workflow Automation
To make personalised merchandise commercially viable at scale, the underlying manufacturing processes must be flawless. Adaptive manufacturing and intelligent automation are dismantling traditional production bottlenecks.
In the apparel and sportswear sectors, companies like Super Nova Sports and Ryozo International have demonstrated the power of AI-driven sublimation software. By integrating these adaptive systems, they have eliminated manual variable data entry, boosted fabric efficiency to over 80%, and halved delivery times.
Hardware continues to evolve to meet the need for speed and precision. Resolute DTF recently unveiled a fully integrated workflow connecting their R-Jet PRO DTF™ V9HG printer, FB1A flatbed cutter, and the Auto 6/3 Robotic Auto Heat Press. This ecosystem automates the garment printing process, allowing businesses to scale efficiently from single bespoke orders to high-volume merchandise runs. Meanwhile, Fastsewn is pushing the boundaries further with their 33x33 SEG production system, a fully automated sewing and cutting solution that transitions raw textile rolls to finished products in a single operation.
Canon’s latest breakthrough, the HeightIQ software, exemplifies how AI-driven innovation can reshape production standards in the printing sector. Designed to work seamlessly with Canon Arizona flatbed printers, HeightIQ dramatically streamlines the creation of detailed height maps from 2D images, enabling rapid development of sophisticated, elevated textures. This technology not only accelerates job preparation but also unlocks new possibilities for creatives and high-value surface applications, setting a new benchmark for efficiency and design versatility in the industry.
Sustainable Surface Effects and Environmental Responsibility
As our industry innovates, we must remain fiercely protective of our planet. Sustainability is no longer a marketing buzzword; it is a critical technological requirement.
In the interior décor sector, Epson’s advanced Resin printing technology is setting new benchmarks for digital wallcoverings, delivering flawless colour consistency whilst adhering to stringent environmental standards. For hybrid applications, the Mimaki UJ330H-160 UV printer offers a sustainable, space-saving solution that seamlessly switches between roll-to-roll and rigid printing, reducing the carbon footprint of manufacturing.
Perhaps most radically, the industry is beginning to question the permanence of print itself. Technologies like GrowInk are redefining our relationship with colour by offering biodegradable inks. By accepting that not every promotional print needs a toxic, permanent lifespan, we can embrace the intelligence of nature and dramatically reduce the environmental cost of temporary event merchandise.
Empowering Creatives with White-Label Fulfilment
The true power of these digital printing innovations is fully realised when they are made accessible to the global creative community. Advanced white-label fulfilment networks allow designers, brands, and artists to monetise their audiences without the financial risk of holding stock.
Companies like Prodigi operate a world-leading print-on-demand platform, combining bespoke routing software with a global network of local manufacturing hubs across the UK, US, and Europe. By printing products closer to the end consumer, Prodigi reduces shipping emissions, lowers costs, and enables creators to scale their businesses sustainably.
Similarly, Snuggle Ltd is driving the merchandise sector forward by offering high-durability Direct-to-Film (DTF) printing supported by an expansive UK and EU fulfilment network. Their solutions guarantee vibrant prints for promotional merchandise, in providing third-party creatives with reliable, top-tier manufacturing partners.
The Mandate: Innovate or Stagnate
The integration of 3D embellishments, AI-driven automation, and sustainable adaptive manufacturing provides an unprecedented commercial opportunity. By embracing these technologies, print businesses can transition from passive producers of commoditised stock to agile, indispensable partners in a global, on-demand and varied ecosystem.
The future of merchandise is dimensional, personalised, and fiercely sustainable. We have the tools to build a cleaner, more efficient, and highly profitable industry. The time for hesitation has passed.
Take the next step in your digital transformation. Partner with the innovators driving adaptive manufacturing and integrate these advanced printing solutions into your merch workflow today.
Visit the FESPA Global Expo to Learn More.
Visit Fespa Global Expo 2026 in Barcelona 19th-22nd May
To stay ahead in the rapidly evolving world of digital printing and customisation, there is no better place to be than the Fespa Global Expo in Barcelona. From 19th to 22nd May, this premier event will showcase cutting-edge technologies, innovative solutions, and invaluable industry insights, all under one roof. Connect with thought leaders, discover groundbreaking advancements, and gain the tools and knowledge needed to revolutionise your business.
Don’t miss this unparalleled opportunity to shape your future in the print and product personalisation landscape.
The word "toxic" carries weight. It conjures danger, harm, and things best avoided.
“Yet in the textile industry - Where between 3,000 and 10,000 chemicals move through the supply chain, a reflexive fear of the term is one of our biggest obstacles to progress.”
This article distils the key takeaways and what buyers, designers, and brands should be asking right now.
What Is the Digital Product Passport?
At its core, a Digital Product Passport is a digital record attached to a physical product - For a printed textile product, this means the DPP would capture data on the substrate, inks and dyes used, the printing process and technology, chemical compliance, environmental impact (including water and energy use), supply chain traceability, and end-of-life instructions.
The Market Gap that Changed Everything
Future Fashion was founded in 2019, timed deliberately to coincide with a pivotal moment in global textile technology: the commercial launch of the EFI Reggiani BOLT Single-Pass digital printing system.
The founders recognised that single-pass architecture had fundamentally changed what was industrially possible - and that Pakistan's domestic market had yet to catch up.
Print is no longer defined by the inefficiencies that once characterised it…as advances in production processes and technology have significantly improved its environmental performance.
Taran Rai, Corporate Sustainability Manager at Epson explains why?
The story of what happens when young designers access digital technology is still being written.
What once was a theoretical sustainability goal seems to have shifted into an active regulatory reality.
Is the Textile Market Finally Recovering?
After a difficult few years, there are genuine reasons for optimism. Duncan was candid about the challenges: "The market for textiles has been very difficult over the last three years. I'm not going to hide the truth there. But the tide is turning.“
A profound shift is currently reshaping the sector
Changing consumer expectations demand greater design diversity, faster turnaround times, and sustainable manufacturing practices.
To thrive, interior brands must adapt their supply chains, bringing production closer to the end consumer and moving away from bulk manufacturing.
Digital textile printing offers a definitive solution to these operational bottlenecks.
Digital transformation doesn't announce itself.
It accumulates - one innovation at a time - until an entire industry looks back and realises the ground has shifted beneath its feet. That's precisely where textiles stands today.
The conversations happening now about AI, automation, sustainability, and digital product passports are not theoretical. They are shaping decisions being made on factory floors and in boardrooms right now.
“By leveraging advanced digital textile printing, Marylene Madou has successfully merged traditional craftsmanship with cutting-edge technology. Her approach offers a blueprint for how independent designers can scale their brands globally while maintaining a minimal environmental footprint.”
From Helsinki's printing mill to Paris's Le Marais, discover how Marimekko is scaling a design-led brand with purpose, craft, and bold innovation.
But what makes Marimekko's story compelling is not just its aesthetic legacy?
The textile industry is undergoing a vital transformation. As the insights from Techtextil and Texprocess reveal, the path forward relies on a combination of sustainable hardware, intelligent chemistry, and seamless digital workflows.
From Zimmer's industrial-scale energy reductions and Stratasys's on-demand 3D embellishments, to Kornit's single-step technical printing and the unified digital ecosystems of NedGraphics and Optitex, the tools for change are here. To stay competitive, brands and manufacturers must adopt these innovations, moving away from fragmented, wasteful processes towards a truly connected, circular economy.
Friedmans stands as a testament to the power of combining traditional textile knowledge with forward-thinking innovation.
“Operating from their UK headquarters, Friedmans now serves a diverse array of sectors, including swimwear, dance, entertainment, sportswear, interior decor, prosthetics, and even pet apparel. With a strategic supply chain that reliably serves clients worldwide”
The apparel decoration industry is decisively moving away from isolated, analogue production tools toward connected digital manufacturing environments.
"Kornit’s unwavering commitment to transformative technology continues to disrupt the status quo. For business leaders and innovators ready to capture the future of apparel manufacturing, the path forward is clear”
The Urgent Need for Sustainability at Scale
The transformation at Coats provides a vital blueprint for the wider textile and apparel sector. True sustainability cannot be achieved in silos. As Dearing emphasised:
“Cross-industry collaboration is the engine of meaningful change. Brands, machinery suppliers, chemical providers, and fibre producers must act as an interconnected ecosystem”
Today’s customers demand superior product quality, real-time data visibility, and lightning-fast turnaround times.
For large-scale garment decorators, managing these expectations while balancing seasonal demand fluctuations - such as the massive surges seen during Black Friday - presents a monumental challenge.
"Relying on transactional vendor relationships and outdated legacy equipment is no longer sufficient to secure long-term stability and growth.”
Printing method is never a secondary detail. It shapes the entire life cycle of a product, from concept to customer. In today’s fashion industry, where margins are tighter and speed matters more than ever, technical knowledge has become a competitive advantage.
“The future of textile design belongs to professionals who can combine creativity with execution, aesthetics with practicality, and vision with production reality”.
Are we witnessing the reinvention of Merch driven by adaptive, digital technologies?
The commercial opportunity presented by printed, personalised merchandise is already a lucrative revenue stream; it is the core driver of growth in a multi-billion-pound industry. And the mandate for print businesses is clear: automate, adapt, and offer undeniable added value, or choose to gradually lose market share.
Powderless DTF is an important area of innovation. It deserves research, investment, and thoughtful development.
“But at its current stage, it often feels like the industry is attempting to commercialize the concept ahead of the underlying chemistry and system readiness”.
All Apparel Manufacturers face an Urgent Mandate: “Automate or be Left Behind”.
Industry leaders like Super Nova Sports and Ryozo International were struggling with severe pre-press bottlenecks and unsustainable fabric waste. By integrating AI Sublimation Software into their workflows, these forward-thinking businesses eliminated manual variable data entry, boosted fabric efficiency to over 80%, and reduced delivery times by more than half, establishing a highly profitable, agile, and environmentally responsible production model.
The Future of Manufacturing belongs to those who Embrace Connected Digital Ecosystems
“Whether you produce garments, car interiors, or home furnishings, the transition from creative concept to production-ready product often remains fragmented. Design teams work tirelessly to develop compelling materials, yet technical teams struggle to interpret these visions without losing data along the way.”
The European digital wallcovering marketplace is expanding at an impressive rate.
“For print professionals and interior designers, this transition presents a distinct set of challenges. Achieving flawless colour consistency, managing complex substrates, and meeting stringent environmental standards are no longer optional extras; they are fundamental requirements for commercial success.”
Braintree, Essex – 2 September 2026 – Venture Banners, a leading UK trade-only large-format print supplier, will highlight its expanding textile signage range, including its newest solutions, at The Print Show 2026, taking place from 29 September to 1 October at the NEC, Birmingham.
Hamamatsu, Japan – 2 September 2026 – Roland DG Corporation, the world's leading provider of wide-format digital printing solutions, today announced the launch of the TrueVis AG-640, a next-generation 64-inch latex printer/cutter that expands what's possible with latex printing.
Combining low running costs, high output quality, expanded colours, dense white ink, and integrated contour cutting, the AG-640 helps print professionals move beyond traditional latex limits to take on more profitable work with confidence
Leicester – UK – September 2nd 2026 - VeriVide have launched UltraView60, a new, compact, cost-effective colour assessment cabinet that expands the existing UltraView product range and makes its tuneable LED technology accessible to more organisations.
Developed as a lower cost entry into the UltraView range, UltraView60 gives businesses, who have limited space available, the opportunity to benefit from the features and colour assessment capabilities in VeriVide’s UltraView technology.
Anglesey – September 2026 – Nova Chrome UK, one of the UK's longest-standing suppliers of dye sublimation printing solutions, has announced it will exhibit at The Print Show, taking place at NEC Birmingham.
Visitors can find the company at Stand P240, Hall 1, where its specialists will showcase the latest sublimation products and equipment.
Leicester UK – September 2026 – Vivid Laminating Technologies Ltd has announced the delivery of its latest Veloblade Nexus cutting system this week, produced for Krit Patel and Printvision (UK) Ltd.
The milestone marks another significant step forward in the company's mission to lead the print finishing industry with precision engineering and innovative technology.
The Veloblade Nexus represents one of Vivid Laminating Technologies' most advanced digital cutting solutions to date.
Telford, UK – September 2026 – China Print Supplies UK Ltd invites businesses considering an investment in new print equipment to experience a range of machines in action at its showroom, where prospective buyers can assess print quality, ask questions, and test their own materials before committing to a purchase.
As demand for high-quality, versatile printing solutions continues to grow, seeing equipment perform under real conditions has become an increasingly valuable step in the buying process.
China Print Supplies is addressing this need by offering hands-on access to a selection of its latest demonstration machines, allowing customers to make informed decisions with confidence.
Clay Cross – August 2026 – Resolute DTF has announced it will take a prominent stand at The Print Show 2026, held at the NEC Birmingham from Tuesday, 29 September 2026.
The company will also maintain a presence at The Sign Show, which is co-locating with the event, marking a significant dual appearance for the brand at one of the UK's most anticipated print industry exhibitions
Comun Nuovo, Lombardy – September , 2026 – EFI has announced its EFI Reggiani pigment printing solutions, a suite of integrated digital technologies designed to help textile producers achieve faster turnaround, greater flexibility, and more sustainable production.
The announcement responds to mounting industry pressure for cleaner, more efficient manufacturing without compromising on quality or profitability.
Las Vegas, NV – August 2026 – Agfa will return to PRINTING United Expo 2026, one of the printing industry's most important events, to connect with print professionals from across North America and beyond.
The company will exhibit at Booths 1149 and 1161 at the Las Vegas Convention Centre from 23–25 September 2026.
At the show, Agfa will demonstrate how its latest inkjet solutions help businesses increase productivity, expand application possibilities, and stay ahead in a rapidly evolving print market.
Geretsried, Bavaria, August 2026 – Rudolf has introduced RUCO®-THERM PCM BIO MFT, a bio-based textile finishing technology that brings intelligent thermoregulation to functional apparel, helping hikers stay comfortable as temperatures rise and fall on the trail.
London, UK – August 2026 – The Royal College of Art (RCA) has announced the launch of the fourth RCA x Design for Good Academy, an ambitious live online short course that, for the first time, will open its places to the public alongside Design for Good alliance members and RCA students.
The programme begins in October 2026 and runs until March 2027.
Las Vegas, NV – August 2026 – Sun Chemical today announced its participation in PRINTING United Expo 2026, taking place 23-25 September 2026 at the Las Vegas Convention Centre.
Visitors are invited to booth C2880, where the company will present its latest advances in digital ink, textile, industrial, and sustainability-focused printing solutions designed to help printers transform their businesses.
At the heart of Sun Chemical's presence is a commitment to helping customers improve print quality, enhance sustainability, and optimise productivity.
Peterborough – August 2026 – The addition of embroidery to Snuggle Ltd’s in-house embellishment services, united DTF, DTG, Sublimation, UV and embroidery under a single roof at its UK headquarters.
The move positioned the company as one of the most comprehensive garment decoration operations in the industry.
The decision to invest in embroidery was driven directly by customer demand.
Milan, Italy – 26 August 2026 – Viscom, the international event dedicated to technologies, applications and materials for visual communication and the graphic arts, has revealed the key themes shaping its 2026 Conference programme.
Taking place on 28 and 29 October at the Allianz MiCo Convention Center in Milan, the event will explore how technological innovation, creativity and design capabilities are converging to transform the industry.
With its new Exhibition & Conference format, Viscom is strengthening its role as a hub for visual communication in Italy.
Matthews – NC – August 2026 – Fisher Textiles has announced the launch of its Enviro-Tex® fabric line, a range of sustainable textiles crafted from post-consumer recycled PET bottles.
The new offering delivers the quality, stretch, durability, and print performance customers expect, while helping reduce environmental impact across a wide variety of applications.
Enviro-Tex® is designed to meet the growing demand for sustainable materials without compromising on graphic quality.
Dubai, UAE – August 2026 – FESPA Middle East has announced FLEX, the FESPA Leadership Exchange, a landmark gathering of the print and signage industry's most influential decision-makers.
Taking place in Dubai, UAE, on 26 November 2026, the event will bring together the leaders shaping the future of the sector to exchange ideas, share perspectives and define the opportunities ahead.
As the market continues to evolve, FLEX responds to a clear need: the most valuable conversations happen among those driving change
Birmingham UK – August 2026 - Epson will showcase its latest ColorWorks colour-on-demand label printing solutions at PPMA Show 2026, taking place from 22–24 September at the NEC Birmingham.
Visitors to Epson’s stand (A54, Hall 5) will be able to discover how businesses can transform their labelling processes through in-house, full-colour label production that delivers greater flexibility, lower costs and reduced waste.
Paris, France – August 2026 – Optitex and NedGraphics will present their integrated design and manufacturing solutions at Première Vision Paris, taking place from 1st to 3rd September 2026 at Parc des Expositions, Paris Nord Villepinte, France.
Visitors can find the companies at Booth 3L11 in Hall 3, Smart Creation Area.
The joint appearance marks a significant opportunity for textile brands and manufacturers to experience first-hand how NedGraphics and Optitex deliver a unified workflow — one that connects textile design, colour refinement, and end product development within a single, seamless process.
WILMINGTON, Del., August 2026 – – DuPont has announced that its Artistri® Digital Printing Solutions are driving the next era of industrial direct-to-film (DTF) printing, moving beyond ink innovation to tackle the process challenges that now define productivity at scale.
Porthmadog, Wales – August 2026 – Vivid Laminating Technologies Ltd has completed the installation of its Razar print finishing system at Snowdonia Design & Print, marking the first Razar installation outside of England.
The milestone represents a significant step in the growing adoption of advanced, versatile finishing technology across the UK print sector.
Described as the "swiss army knife of print finishing", the Razar system brings a suite of high-precision capabilities to the Porthmadog-based printer
Sheffield, UK – Perfect Colours has been appointed the official UK distributor for Platinum Technologies International, the manufacturer formerly known as Liyu Technologies.
Announced in May at FESPA 2026, the partnership gives UK print businesses direct access to Platinum's full range of industrial large-format systems, backed by Perfect Colours' nationwide sales, installation, training, and engineering support.
Wednesday, August 26, 2026 - Richmond, VA: Drytac, the leading international manufacturer of self-adhesive materials for the large-format print and signage markets, is delighted to announce its plans for PRINTING United Expo 2026.
As Drytac continues its 50th anniversary celebrations, visitors will have the opportunity to experience new products, award-winning solutions and live applications across the show floor, highlighting five decades of expertise in adhesive science and coated media
Wakayama, Japan – August 2026 – SHIMA SEIKI MFG., LTD., a leading provider of digital textile solutions, will exhibit at Première Vision Paris, held from 1st to 3rd September 2026 at Paris Nord Villepinte in France.
The company will present its latest innovations in the event's "Smart Creation" area, a space dedicated to technologies that unite sustainability and innovation.
At the heart of SHIMA SEIKI's exhibit is its approach to Digital Product Creation (DPC), a workflow designed to optimise product development while reducing environmental impact.
Emmerich am Rhein, Nordrhein-Westfalen – August 2026 – Brother Industrial EMEA has announced the launch of a new white ink formula for its entire GTX series of textile printers.
Developed in response to evolving EU requirements, the new formulation meets the latest environmental and chemical standards while preserving the print quality and performance the brand is known for.
The new white ink reflects Brother's ongoing commitment to more sustainable textile production.
Clay Cross – Derbyshire – August 2026 – Resolute DTF has announced that free waste ink disposal is available to every printer customer as a core component of its service package.
The offering is designed to remove the administrative, legal, and financial burden of hazardous waste compliance from print shops across the UK, regardless of the machine model they operate or the volume they produce.
Danver Ma – August 2026 – Inkcups, a leading innovator in inkjet printing technology, has announced its participation in PRINTING United 2026, where it will showcase the Helix High Throw cylindrical UV printer.
The award-winning machine will be live on the show floor, printing on stemless wine tumblers and bowls throughout the event.
Attendees will have the opportunity to see the Helix High Throw in action across a wide range of applications, including handled drinkware, wide-diameter pieces such as mini kegs, plant pots, and more.
Coalville – Leicestershire – August 2026 – Innotech, one of the UK's leading independent media suppliers, has announced a new strategic partnership with China Print Supplies UK Ltd.
The collaboration will see China Print Supplies UK Ltd showcase a curated selection of Innotech materials at The Print Show, with an exclusive promotional offer available to attendees.
Shawnee, KS – August , 2026 – Nazdar Ink Technologies today announced the appointment of Edward (Ed) Baiden as President and Chief Executive Officer, effective 8th September 2026.
The appointment marks a significant milestone for Nazdar as the company builds on its century-long legacy and charts a course for its next chapter of growth and innovation across the global printing industry.
From September 23 – 25, at PRINTING United 2026 (Las Vegas Convention Center), Kongsberg and MultiCam will showcase how connected production workflows enhance precision, productivity, and scalability across print, display, packaging and signage applications.
Bacup – Lancashire-August 2026 – Super Wide-Digital, a family-run trade digital print company based in the North West of England, has confirmed its participation in The Print Show 2026.
The company will exhibit at stand P440, positioned at the heart of Hall 1 at the NEC, marking a significant step in its ongoing commitment to connecting with trade and creative professionals across the industry