Menswear retailer yd. is decking out its stores with printed textiles for summer, with the assistance of Flash Graphics. Flash printed 400 large fabrics on Adversol’s Tuffline textile with campaign graphics designed by Melbourne agency Paper Stone Scissors, to go into 97 standalone stores across Australia and New Zealand. A new Epson SureColor SC-F7100 64” large format dye sublimation printer, supplied to Flash by dealer Kayell Australia, was the sole workhorse for the job.
Instore: yd.’s spring/summer Flash banners
Fredrik Uden, director of Flash Graphics, says, “What made the SC-F7100 perfect for this campaign was that it showed off the quality of the photography and the texture in the clothing – every detail is there. “We purchased the SC-F7100 as we have a good relationship with Kayell and Epson. For transfer-type dye sublimation this machine represents great value and we have not seen anything that prints sharper than the SC-F7100. “It also gives great tracking of media with good drying capacity even at high speed. “Even before we started the yd. campaign we were confident the SC-F7100 would deliver the results the client was looking for as we had already seen the quality it produces.” Georgina Toskas, head of marketing at yd., says the fabrics have delivered a strong visual impact. She says, “We wanted a young, fresh, modern look and feel that defines our brand position with confidence in the marketplace. The print on fabric looks fantastic. It creates such a positive and strong branding message. “From afar, you cannot tell that the images are produced on fabrics, they look that good. The results have well exceeded our expectations and the quality and detail in the shots have translated onto the prints effortlessly.
In production: printing on the Epson SureColor SC-F7100 64” large format dye sublimation printer
“The amount of detail that has been able to come out on the fabrics is amazing. These are by far the best print results we have seen.” Epson says the SC-F7100 has been designed for high speed roll-to-roll production, up to 59sqm an hour. It includes the company’s PrecisionCore Thin Film Print head, supporting resolutions up to 720 x 1440 dpi with Variable Sized Dot Technology for finer detail and lower ink consumption. Gary Di Losa, sales manager at Tuffline supplier Charles Parsons & Co, says he also finds the job ‘impressive.’ He says, “The Adversol range of products are developed for use within the print media sector and thus were ideal for the yd. campaign. “I walked through production while the job was being printed and I can honestly say it was one of the best black and white print jobs I have ever seen on polyester. “Getting black and white to look good on fabric is far more difficult than colour, which made this job even more impressive.”
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