PRINTspiration Stories: Casa Díaz’s Centennial Vision

Building on family tradition and technological innovation to shape the future of printing in Mexico.

With nearly a century of history, Casa Díaz is preparing to celebrate its 100th anniversary as one of the most iconic family-owned companies in Mexico’s textile and printing industry. Under the leadership of Alfonso Peláez Díaz, the third generation at the helm of the company, the firm has successfully adapted to technological changes and new market demands without losing its essence.

“Casa Díaz is about to mark the 95th anniversary of its founding, and we’re already looking forward to celebrating our 100th anniversary, God willing,” says Peláez, proud of the legacy that began as a distributor of garment-making machinery representing German and American companies.

From Apparel Manufacturing to Digital Innovation

What began in the apparel industry has evolved into a diversified ecosystem. “While our business is still very much focused on apparel, we have diversified into industrial sectors, B2C, and the printing industry as well,” he explains.

About 20 years ago, Casa Díaz entered the textile screen printing market, offering machinery, supplies, advice, and consulting services. Today, the company is experiencing a “strong push toward digital technologies,” which includes 3D printing—as a Creality partner in Mexico—as well as sublimation, DTF, and DTG.

“While screen printing remains our core business, we’re placing a strong emphasis on growth in the digital sector, believing that it will play an increasingly prominent role in Mexico,” says Peláez.

A Family Legacy and a Look to the Future

An industrial engineer by training with an MBA, Alfonso grew up surrounded by factories and warehouses. “Ever since I was a kid, I’d go to work during the summers… we had a plant where we manufactured industrial sewing machines in partnership with Brother,” he recalls. That experience shaped his business and technical vision, which today guides the company’s digital transformation.

Currently, Casa Díaz has more than 680 direct employees and a network of distributors that spans the entire country, from Tijuana to Mérida. “We have 13 branches throughout Mexico and a strong digital presence, and we’re already promoting product sales with expert advice through digital channels as well,” he explains.

The company organizes its extensive catalog—which includes more than 130,000 listed items—through product managers who specialize in each category: from needles to inks and printing machinery. “We’re building more and more expertise in digital areas,” he notes.

Diversification with a Purpose

For Peláez, the shift to digital is not only a technological evolution but also a strategy for resilience and diversification in the face of a textile sector undergoing transformation. “We believe that digital platforms open up a very important marketing avenue for us… we can adopt not only a B2B approach but also a B2C one, with a strong focus on building capabilities,” he explains.

That vision translates into new opportunities: electronic card repair, development for the medical industry, and expansion into industrial sectors. “Of course, manufacturing and printing remain our backbone, but from this backbone we can develop different areas and applications.”

FESPA Mexico: A Place to Connect and Grow

Casa Díaz has maintained a long-standing relationship with FESPA Mexico, from its earliest appearances to its establishment as a leader in the Mexican screen printing industry. “I still remember the first time we participated in FESPA Mexico; we were just a small operation back then, with a 3×6-meter booth,” recalls Peláez.

That first experience marked a turning point: “At FESPA Mexico, I met Nancy Gray, a leading figure in the screen printing industry, who introduced me to Danny Swim. That led to the development of Casa Díaz’s screen printing division.”

Today, the company combines garment manufacturing, digital printing, and screen printing at its booth at FESPA Mexico, showcasing innovations such as machines equipped with artificial intelligence and self-diagnostic capabilities. “We’re presenting innovations… screen printing machines that will be able to detect and diagnose errors in real time,” he says.

Although he acknowledges that “the current market situation is complex,” he believes that trade shows remain essential for networking, learning, and demonstrating strength. “They’re very helpful for building relationships with your suppliers, establishing your position, and showing your strength.”

Inspiring New Creators

For Alfonso Peláez, the future of printing in Mexico lies with new entrepreneurs. “I see many small print shops interested in technologies like DTF, DTG, and everything related to digital printing. I’m sure a very exciting future lies ahead for them,” he says.

His message is clear: “I would invite all these entrepreneurs and designers to visit Casa Díaz and FESPA Mexico, because they’ll discover that today they can start being creative and building their businesses with a very small investment.”

Peláez believes that technological accessibility opens up a whole new world of possibilities. “Today, you can buy a digital printer for 4,000 pesos and start printing… we can offer very affordable technology to creators that can change the way things are done.”

PRINTspiration Stories is a series of success stories from FESPA Mexico that aims to inspire professionals in the graphic arts industry in Latin America. We celebrate the talent, creativity, and drive of those who turn printing into an art form and a tool for transformation.