The story of C.C. Creations starts in 1982 with two manual screen-printing machines in a small shop in Bryan, TX. “People still ask where the ‘C.C.’ came from in our name,” says Pat Venteicher, senior vice president of manufacturing.

It stands for “Cam Cope and Charlie Galbraith,” who started it all, he explains.

But the company didn’t provide just apparel decorating when the doors opened. A true poster child for the ultimate one-stop-shop mentality, C.C. also offered promotional products right out of the gate.

C.C. Creations is home to multiple in-house printing technologies – such as screen printing, embroidery and UV printing – which allows it to be the ultimate one-stop shop for apparel, wide-format printing and promotional products. (Photo courtesy of C.C. Creations)

And like many apparel decorating shops that follow this business model, the small start in both print and promo led to big growth for the business. “During the rest of the 1980s and 1990s, the company developed under the leadership of Ford Taylor,” Venteicher says. “During the same time period, Taylor would also mentor a young sales representative by the name of Kenny Lawson, who went on to purchase the company in 2005.”

Now the CEO, Lawson points out that C.C. is a thriving apparel decorating business that also did about 17% of its business in promo products over the last three years. C.C. Creations currently boasts a 210,000-square-foot legacy campus, which officially came to fruition in January 2024. The facility is home to 27 automatic screen-print machines and 159 embroidery heads in addition to other in-house capabilities. But C.C. is about so much more than apparel, and despite its massive size, the business retains its core values of focusing on relationships with both employees and customers.

A Story of Print & Promo

Following the 2005 transition, Lawson notes that over the course of about 15 years, the business grew 10% to 20% every year as Bryan/College Station continued to flourish. “Texas was healthy and growing – we established partnerships with Buc-ees, HEB and Whataburger,” Lawson says.

And then COVID came.

The print and promo industries took a hit during the pandemic. With live events coming to a screeching halt and in-person retail experiencing a near standstill, everyone felt the anxiety. Some, like C.C., were able to think fast and adapt.

“We were able to provide essential PPE through masks, apparel and safety equipment,” Lawson says. “We sheltered, and when it was time to open back up – we did very aggressively.”

When C.C. opened its doors in 1982, it didn’t offer just garment decorating. Its first promotional products order was for can coolers. (Photo courtesy of C.C. Creations)

He points to a strong work ethic and dedication to relationships as the leading factors that have kept C.C. in business over the decades. “The goal for us is to be a one-stop shop for our customers, so we offer an entire suite of product solutions, which of course includes promotional products,” Lawson says. “Our team is an extension of our customer’s team, and we want to be able to provide everything they need.”

It’s that mentality that Sarah Krzystofik, vice president of sales and marketing, feels sets C.C. apart. “We have a sales team dedicated to finding product solutions, owning our customers’ brands and providing the highest level of customer service,” she says. “We don’t just print shirts. We develop partnerships and are fanatical about what we do and how we serve our customers, community and our employees.”

C.C. Creations’ CEO Kenny Lawson notes that the majority of the hard goods the company sells are done through promotional products partnerships. (Photo courtesy of C.C. Creations)

Lawson homes in on the importance of partnerships, particularly when it comes to servicing the promo side of the business. “A majority of the hard goods we sell are through promotional products partnerships,” he says, explaining that outsourcing is a crucial segment of success.

But as for what C.C. offers in-house, it extends far beyond the technology to print T-shirts. “We also have in-house sign and banner printing (decals, yard signs, vinyl applications, etc.), and trophies and awards (unique gift engravings, nametags, benchmark awards, etc.) divisions,” Lawson explains.

Decades of Trend-Spotting

You don’t go 43 years in business without seeing a transformation or two in the industry. Both print and promo have seen their fair share of change, and C.C. is not only here to grow and adapt with the world but to continue to define it.

Lawson says the company is seeing a huge shift to more unique products and decoration methods when it comes to promo. “While many customers still order the standard giveaway product with the standard one-color logo, more and more buyers are interested in products that will tell a brand’s story and have lasting usage, extending the brand’s impressions further,” he explains.

Venteicher notes C.C. expects a demand of around 1.2 million logos this year. With such high demand in both print and promo, it’s crucial the business pushes itself to stay innovative, exploring how traditional printing blends with new technology.

The company finds continued success by blending traditional embellishment technologies like embroidery with cutting-edge fulfillment technology. (Photo courtesy of C.C. Creations)

For instance, Venteicher says that despite the meteoric rise of direct-to-film (DTF) printing and a call for increased digital production, they still have a huge demand for screen printing and embroidery. “In the past three years, as DTF technology emerged in the market, there was a lot of excitement and speculation within the industry about its potential to replace traditional methods like screen printing and embroidery,” he says. “However, the actual impact of this shift seems to be contingent on the customer base.”

Also hot on the radar is AI, with print and promo shops across the country exploring ways to implement it in their businesses. “Companies are leveraging AI and automation for efficient mock-up creation on garments, streamlining the artwork process and preparing orders swiftly for production,” says Venteicher. “With 26 years of experience in the field, I’ve witnessed significant technological advancements and automation improvements. Anticipating even faster changes and innovative ideas in the upcoming years, the industry presents both challenges and exciting opportunities for growth and evolution.”

In that spirit, Venteicher offers some advice for other businesses out there that may be new to the space or are early in their journeys. “Don’t be afraid to ask for help. Networking in the industry has evolved significantly over the last 10 years,” he says. “With the rise of industry conventions, smaller summits, vendor subject matter experts and social media platforms, open conversations are becoming more common. … The industry offers numerous opportunities for success, and I’ve had the pleasure of engaging with many professionals, [and am] looking forward to witnessing their continued growth and success.”

Lawson also has a few words of wisdom for those looking to be successful as a one-stop shop. “Become an industry expert and always look for ways to innovate and stay ahead of trends,” he advises. “Then, focus on finding the right product solutions for your customer. The product options are almost endless in the promotional industry space, and customers want partners who understand their brand and goals and can supply the best products for their projects.”