The Dye Sub Column
Dye sublimation for promotional wear and customisable items
Dye sublimation printing has transformed from a niche to one of the most sought-after techniques in the printwear industry. Jason Chapman, director of operations at the Regency Group, New York gives his view on the process and why he thinks it has grown in popularity.
teams, schools, and event organisers all rely on branded garments to communicate identity, enhance team spirit, or boost visibility.
Popular sublimation-ready garments include:
• T shirts – lightweight polyester or poly-blend shirts are perfect for all-over designs, gradients, and photo-quality prints.
• Hoodies and sweatshirts – ideal for winter promotional campaigns or team garments, with vibrant edge-to-edge printing.
• Polo shirts – popular for corporate events, tradeshow uniforms, and golf days.
S
ublimation printing has rapidly become one of the most sought-after methods for producing high-quality, full-colour custom garments and promotional merchandise.
Thanks to continuous advancements in technology, this process has evolved from a niche technique to a mainstream solution across industries, including fashion, marketing, events, and corporate branding.
What is sublimation printing?
Unlike traditional methods that print on top of a material, sublimation fuses the ink into the substrate at a molecular level. The result is a vibrant, long-lasting image that won’t crack, fade, or peel.
The process begins with a digital design printed onto transfer paper using special sublimation inks. This paper is then heat pressed onto the chosen item, turning the ink into a gas which penetrates the material and solidifies. The print becomes part of the item, not just a layer on top.
Technological improvements driving growth Over the past decade, sublimation printing has benefited from key technological advancements. Modern printers now offer faster output, higher resolutions, and wider formats, making mass customisation quicker and more affordable. Inks have become more environmentally friendly and vibrant, offering a broader colour gamut and better resistance to UV light. Heat press machines have also evolved. With more precise temperature and pressure control, machines can now handle a wider variety of substrates and shapes – beyond flat garments. Automated workflows, RIP software integration, and cloud-based design tools have made custom sublimation more accessible to small businesses and independent creators.
Customisable promotional wear
One of the main drivers behind sublimation’s popularity is the booming demand for promotional wear. Companies, sports
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• Sportswear and activewear – moisture-wicking performance fabrics are widely used in sublimated team kits, including jerseys, shorts, and leggings.
• Caps and hats – front panels and brims can be sublimated with logos, names, and slogans.
• Face masks – customised during the pandemic and still used in sectors requiring PPE branding.
Beyond clothing: A world of customisable items The versatility of sublimation printing doesn’t end with garments. The method can be used on an array of promotional products, as long as they are polyester-coated or made from polyester-blend materials. This includes: • Mugs – ideal for corporate gifting and employee recognition. • Tote bags – widely used for events, retail promotions, and eco-conscious branding.
• Phone cases – popular with influencers and tech brands. • Mouse pads and coasters – office essentials that double as promotional tools.
• Keyrings, lanyards and ID badges – perfect for conferences and staff branding.
• Flags and banners – weather-resistant and ideal for outdoor events.
• Cushion covers and blankets – used in both corporate hospitality and retail promotions.
New developments have even expanded sublimation into hard surfaces like aluminium panels (used for photography and signage) and certain types of wood and glass, broadening the creative possibilities for businesses and artists alike.
Conclusion The advancement of sublimation printing has revolutionised
The advancement of sublimation printing has revolutionised the promotional wear industry. With its ability to produce
the promotional wear industry. With its ability to produce vivid, durable, and fully customised designs on a wide range
vivid, durable, and fully customised designs on a wide range of garments and merchandise, sublimation offers unmatched
of garments and merchandise, sublimation offers unmatched flexibility and value for brand-conscious organisations. As
flexibility and value for brand-conscious organisations. As technology continues to evolve, the range of printable items and
the speed of production will only increase, making sublimation a cornerstone of modern promotional
technology continues to evolve, the range of printable items and the speed of production will only increase, making sublimation a cornerstone of modern promotional marketing.
www.printwearandpromotion.co.uk
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