Using direct-to-garment (DTG) technology from Ricoh, Identity Printing has been working with the designer duo to roll out the new brand, with aim of disrupting the market.

The launch comes despite the printing company having considered leaving the fashion market, with competition from start-ups squeezing prices. However, when approached MisRep, instead of taking on the printing contract, Identity Printing invested in the fashion brand and now owns a 50% share.

“When MisRep came to us we were initially sceptical,” says Zahid Ali, production manager at Identity Printing, who adds: “What we didn’t realise was that one of the guys is a design genius and the other a social media expert.

“Together we've created a high-end fashion brand that has achieved an amazing turnover and a social media buzz, including 43,000 followers on Instagram.”

Identity Printing has been using its Ricoh Ri 6000 and two Ricoh Ri 1000 DTG printers from supplier Resolute DTG to produce clothes for the brand, such as innovative ‘Looking Glass’ t-shirts and sweatshirts.

This process is support by the Resolute DTG Green Button System, whereby it uses its own RIP technology to offer streamlined connectivity and enhanced productivity, with built-in workflow and custom colour calibrations.

“Other DTG printers we've used in the past have been prone to problems but our Ricoh printers work trouble-free with minimum maintenance,” Ali says.

“It only takes five or ten minutes to clean parts like the print heads to prevent any issues. It's a nice feeling to come into work in the mornings and know it will just work.

“We’re going steady at the moment, not chasing business, and looking ahead to a busy Christmas on the Ricoh DTG printers.”

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