Hybris Productions, a Sweden-based licensed apparel manufacturer, has adopted direct-to-garment (DTG) printing technology from Kornit Digital as part of efforts to increase production speed, expand design output and support growth across retail and e-commerce channels.
Founded more than 22 years ago and located outside Malmö in southern Sweden, Hybris Productions produces officially licensed merchandise including T-shirts, sweatshirts and caps. The company supplies brands, retailers and direct-to-consumer platforms across Europe and maintains a licensed artwork library of more than 15,000 logos and designs drawn from film, entertainment and popular culture.
The move marks a shift away from traditional screen printing, which the company said limited the number of new designs it could release and slowed turnaround times. “With screen printing, we were restricted in how many designs we could release,” said Peel Olson, founder of Hybris Productions. “Going digital meant we could release hundreds of designs instead of just ten.”
Hybris had experimented with DTG printing in the past but encountered workflow and pretreatment challenges with earlier systems. The Kornit platform is designed to streamline production while maintaining consistent print quality at higher speeds. “Kornit Digital removed the part I disliked the most about DTG: the pretreatment,” Mr Olson said. “What I saw was a machine that could print at the speed we needed, around 100 T-shirts per hour, while delivering the quality our licensed brands demand.”
Following installation, Hybris reported that production reached stable daily output within months. The system currently operates for six to seven hours per day, with plans to extend to longer shifts during peak demand periods.
Hybris operates both direct-to-consumer and wholesale business models. Customers can order individual garments printed on demand through its online platform, while retail partners order short production runs, typically between 25 and 100 items, allowing for faster replenishment and reduced inventory risk.
“The speed is fantastic, the quality is fantastic,” Mr Olson added. “And the reliability allows us to serve both private customers and retail partners with confidence.” He also said the technology has expanded creative flexibility: “I’m a designer from the start. With Kornit Digital, we’re not limited by colours or small details anymore. We can let creativity flow.”
The company now releases around 100 new designs each week, supported by its licensed artwork portfolio and digital production model.
Guy Yaniv, president of Europe at Kornit Digital, said: “Hybris Productions is a strong example of how licensed merchandise producers can expand design offerings and on-demand capabilities while operating in a more responsible and efficient production environment. By integrating digital textile printing into their production ecosystem, Hybris has created a flexible model that supports creativity, responsiveness to market demand, and more sustainable manufacturing practices. We wish them continued success as they grow their business and design portfolio across Europe.”
