ImagesMagUK_November_2021

IS DECORATOR PROFILE www.images-magazine.com 36 images NOVEMBER 2021 J eff Doyle introduced the direct- to-film (DTF) process to his print shop less than a year ago. In that time, he has not only become evangelical about its benefits for garment decoration, but has also up a separate business – DTF Transfer – supplying DTF transfers to other printers in the trade. “I’m one of those people who is always looking at new things in the industry,” he says. “DTF does everything that has been a problem in the print industry for years. We’ve been blown away by it, so I’m sure other people will be too when they see what it can do.” Jeff is no newcomer to the industry, with over 20 years’ experience in garment decoration. He is the founder of Hoodyworld, a specialist in customised hoodies, which encompasses other businesses offering specialised decoration services. He started out in 2000 in Coventry, as Shirtz n Things, alongside a full-time job in engineering, with help from his mum Chris and dad Vic and a set- up of a heat press, a vinyl cutter and a single-head embroidery machine. After 12 months, things were going so well that he left his job. Needing bigger premises, he relocated in 2002 to Stratford-upon-Avon, which felt like “starting from scratch again”, he recalls. Shirtz n Things’ offering ranged from workwear such as Dickies and Snickers to sportswear including Nike, but in 2013 Jeff was alerted by a rep from a supplier about the boom in demand for decorated and personalised hoodies. “I wanted to do something more in bulk and more bespoke. Within three to four weeks, I set up a very basic website for Hoodyworld for £25 and within a few months it was starting to grow.” He sold Shirtz n Things, benefiting from a 12-month consultancy period where he still had access to his former printing kit so he could build up his new hoodies business. He then relocated to a farm A new direction Jeff Doyle of Hoodyworld explains how direct-to-film is set to shape the future – not just of his business, but of the garment decoration industry as a whole DTF does everything that has been a problem in the print industry for years fashion item, the future looks good for Hoodyworld. “Brands like AWDis have expanded to so many colours and different types of hoody that they now suit sports and university societies that probably would have gone for T-shirts or polos before,” he adds. “People are always saying something new is coming in to replace hoodies, but I think hoodies are here to stay.” While price can be a factor, customers are often looking for quality, with increasing demand for organic and other eco-friendly fabrics, so Jeff favours garments from Stanley/Stella, Anthem and AWDis. Because of the seasonality of hoodies, he has set up other garment- decorating businesses including T Shirts Screen Printing, Mr T UK and T Shirt World, encompassing all kinds of garments plus bags and headgear. “We find we can offer a one-stop service for our clients by supplying all these other garments.” To support these, in Upper Quinton, where Hoodyworld is currently housed in a purpose- built 25,000sqft converted barn. Hoodies are here to stay Hoodyworld is still going strong supplying customers in the UK, despite the challenges of the global pandemic. Much of the demand comes from university societies and schools, such as trips and end-of-year leavers’ hoodies. “In February 2020, we were getting orders for ski trips and then Italy closed, and then France closed,” Jeff says. “We came to a standstill. But out of the blue we had some very large orders coming through and it filled that gap.” Demand for leavers’ hoodies has doubled since then, including special lockdown-themed designs, and Jeff is keeping his fingers crossed for ski trips to return this winter. With hoodies now seen as a high-end Resolute’s R-Jet Pro DTF printer at Hoodyworld Printing transfers on the R-Jet Pro DTF prin ter