Garment embellishment: from print to added value

Niels Rask, DTF expert and panellist at FESPA Global Print Expo last month, discusses making products more relevant, distinctive and valuable with textile decoration.

When I recently attended FESPA 2026 in Barcelona, my focus was on what new technology can actually contribute to textile decoration and, more importantly, whether that technology creates real value for customers. The speed of development in our industry is impressive, but technology alone is never the point. The real question is how we use it to make products more relevant, more distinctive and more valuable.

Over the past few years, textile decoration has moved far beyond simply placing a one-colour logo on a garment. The conversation is shifting towards products that stand out, not only visually but also in terms of perceived value. At FESPA, this was a recurring theme, especially in the discussions around added value apparel, surface effects and embellishment.

In textile decoration, embellishment refers to any technique that goes beyond standard flat printing to enhance how a product looks and feels. It can be texture, gloss, foil, puff, layered effects, special inks or a combination of different processes. In simple terms, it is the extra detail that turns a print into an experience.

We have already seen this development in signs, banners and display graphics. Digital production has made full colour the norm, so customers now expect more than a flat printed poster. Effects such as raised varnish, gloss contrasts and 3D-like details can create a stronger visual and tactile impact and give the customer a reason to pay for something beyond basic print.

I believe the same development is now happening in textile decoration. As basic print quality becomes easier to achieve, embellishment is increasingly what separates ordinary products from those that command attention and a higher perceived value.

For many years, textile decoration was often limited by the production method. Screen printing is still a fantastic technique, especially when it comes to special effects, but using many colours could be expensive and time-consuming. This often pushed customers towards simpler one-colour prints in white or black, even when their brand identity was far more colourful.

DTF has changed that baseline. With direct-to-film technology, printers can now offer full-colour logos, illustrations and images without the same cost structure that traditionally came with multiple colours. This means customers can appear on textiles…