Vantage Apparel (asi/93390) is placing a big bet on direct to film (DTF). The Counselor Top 40 supplier of custom logo apparel is expanding its DTF decoration service with a 1,800-square-foot studio at its headquarters in Avenel, NJ. The move will allow the supplier to support a high volume of quick-turnaround orders, tripling its capacity and fulfilling thousands of placements per day.

Vantage’s significant investment is rooted in the ascending popularity and rapid adoption of this decorating technique. Unlike more traditional transfer technology like screen-printed transfers, which typically use plastisol ink and one- or two-color designs, DTF relies on water-based inks and a full range of colors. The technique also has higher dots per inch than other transfer types.

“DTF is fast and delivers incredible clarity and color,” said Rob Watson, CEO of Vantage Apparel and a member of the Counselor Power 50. “By expanding our DTF operations, we’re making it easier than ever for customers to get high-quality on-demand decoration with quick turn times – whether it’s for one piece or several hundred.”

Vantage began incorporating DTF into its operations in 2023, and it has grown from there as a top decoration method for the supplier. According to Vantage, DTF’s versatility and quality, as well as the creative freedom it offers to users, makes it an attractive alternative to more established printing techniques. DTF is now Vantage’s third-most popular decoration, just behind embroidery and screen printing.

DTF is now available across Vantage’s three facilities in Avenel, NJ; St. Louis, MO; and Santa Ana, CA.

Vantage ranked 35th on Counselor’s most recent list of top suppliers in the industry, with 2024 North American promotional products revenue of $55 million.