Originality, Relevance, and Reputation in Custom Apparel Printing & Embroidery

❝Originality, Relevance, and Reputation in Custom Apparel Printing & Embroidery❞

❝I remember a New York before comment culture, short-form media, and instant public opinion became part of everyday business. I remember when Hakki Akdeniz of Champion Pizza at 170 Rivington Street was part of the downtown food landscape, when a $1 slice still felt like a real New York marker instead of a nostalgia talking point. I remember Utrecht Art Supplies before it was acquired by Blick Art Materials, Pearl Paint before it closed its doors, and bodegas before so many rebranded themselves as “Gourmet Delis.” I remember when Randy, the owner of Estilo Barbershop, could be seen through her shop window braiding hair and styling locs, while Steve and Tito cut hair alongside her; the kind of small neighborhood business built on reputation, routine, and word of mouth, before everything became searchable, reviewed, and filtered through screens❝

That history matters more than just nostalgia, because in 2001 and 2002, while I was a student at the Fashion Institute of Technology, JB was working as the Sales Manager of Continental Sportswear under Wolf Landau. Located at 135 West 27th Street, between 6th and 7th Avenues, in the Fashion District / Flower District, Continental Sportswear sold blank apparel wholesale to students, local designers, neighborhood customers, and print shops nationwide.

This was before Etsy and YouTube helped turn “merch” into a mainstream business category. Before every person with a channel, clothing idea, or event concept could become a fly-by-night fashion designer with a Cricut vinyl cutter and an online storefront. Before Eva Tees became S&S Activewear, back when they were still located in Long Island City. Before their operation grew and moved to Robbinsville, New Jersey. Before Bella+Canvas and Comfort Colors became dominant names in the blank apparel space, when Fruit of the Loom, Delta, and Anvil still ruled much of the everyday market, and in many ways, still do under newer branding and ownership structures.

At that time, custom apparel was still rooted in local relationships, wholesale suppliers, decorators, and production knowledge. Heat transfer and screen printing were among the most common methods of embellishing apparel, while embroidery was more specialized and machine-intensive. JB was not built from a trend cycle, a mass-market advertising campaign, or the sudden popularity of online merch. It was built from years inside the apparel trade; selling blanks, working with printers and suppliers, serving clients, and understanding how garments move from raw product to finished custom apparel.

In my time working under the direction of JB, I came to understand that the strength of a company is measured by its body of work, its clients, its knowledge, its attention to detail, its deep understanding and passion for the craft. I came into Continental Sportswear as a customer, not as someone who expected to become part of JB’s professional life. I never imagined that years later I would still be working under his direction, learning the difference between selling apparel, producing apparel, and truly understanding the business behind it all. JB’s value proposition is not only in printing or embroidery. It is in knowing how to guide a project from start to finish, identify potential issues before they become costly mistakes, communicate clearly, and deliver work that represents the customer properly while aiming to exceed expectations.

Custom apparel has changed dramatically since I first encountered the industry as a student at the Fashion Institute of Technology. Ordering methods have changed, customer expectations have changed, and public opinion now moves faster than ever. But the fundamentals of the work remain the same. Garments still need to be selected properly. Artwork still needs to be prepared correctly. Placement, timing, communication, and production judgment still matter.

— Valeria Karamova