Special Report
One giant leap towards business innovation
Most business investments are to replace ageing kit while others are maybe to help them dip their toes into a market otherwise unexplored. But it’s not very often that a major purchase completely shifts a company’s focus; but that is exactly what happened with Basic Thinking after making the big decision to bring in not one but two new Kornit Apollo’s. Acting editor Benjamin Austin speak with owner Kieran Hickey about the purchase and what it means for the business.
A
pollo is a cultural pseudonym for innovation. The Greek god himself was an innovator in stories having been credited with inventing stringed instruments with his famous lute being the first, and his role in helping build the impenetrable wall of Troy has been recited for millenia.
The name emphasised this further in the 60s after the it was given to the NASA programme that worked to land the first man on the moon, and by 1969 the Apollo 11 achieved that with Neil Armstrong, a feat watched on by millions back on earth.
Now, Basic Thinking has called upon the name for its own innovation after installing a pair of new DTG printers from Kornit called the Apollo. The Leicester-based printwear company has added these printers as it looks to respond to a shift in the market, as retailers, brands, and online sellers increasingly demand flexibility, shorter runs, and faster turnaround times. Historically known as a garment manufacturer serving high street retailers, the company is now positioning itself firmly within the on-demand production space as it looks to answer some of the new demands from the industry.
One small step
The Kornit Apollo is a relatively new addition to the direct to garment market and is designed to bridge the gap between traditional bulk screen printing and digital production.
Basic Thinking’s owner, Kieran Hickey, said: “The Apollo is a relatively new machine that has been out for just less than two years.
“There are currently only three in the | 60 | April 2026 Basic Thinking’s new Kornit Apollos
UK, and we own two of them – one was installed last July, and the second has been running for about two to three weeks.”
“It is a semi-automatic machine that can handle everything from single pieces to mass production at a rate of 400 pieces per hour.”
With two machines now installed, the company has effectively doubled its digital capacity, but more importantly, that speed allows Basic Thinking to serve both traditional retail orders and emerging on-demand opportunities.
Kieran continued: “With both machines, we have a capacity of 800 pieces per hour, or roughly 5,000 pieces per shift with just one operator per machine,” “Digital printing offers unlimited colours and quality, and this technology provides a screen-like finish.”
“The major advantage is the ability to print single pieces or mass quantities quickly, which allows us to provide ‘just in time’ stock for high street retailers or
online platforms. We are transitioning from being a purely bulk business into the print on demand space.”
Mission beyond the shuttle To support this shift, the company has invested beyond just printing hardware. “In addition to the printers, we have automated folding and packing lines that handle bagging and barcode application,” Kieran explained. “We can also provide branding in the back necks of garments.” The goal is to provide a fully integrated service that connects directly with online retail platforms.
“We want to plug into existing shops and organisations that need POD services.
Because Basic Thinking manufactures its own garments, Kieran said it can offer a pricing advantage over many POD providers.
“Because we manufacture our own T shirts, we can combine lower garment costs with high-speed technology to offer
www.printwearandpromotion.co.uk
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