Impressions - June 2018 - 31

SandILaKE CLOTHInG aT a GLanCE
C ompan y n ame: SandiLake Clothing
address: 445 Portland Ave., Gladstone, OR 97027
Foun ded: 2014
no. oF employees: 2
deCorating methods oFFered: Screen printing, direct-to-garment printing
C ompan y Website: sandilakeclothing.com

went viral on social media, and Lay even
talked to anchors on NBC's "Today"
about what happened."Target took our
tanks out of their stores and we started
protecting our intellectual property,"
she says."Sometimes, you have to learn
lessons the hard way, but we really lucked
out with the support from our followers."
SandiLake's Evolution
With the exception of new designs, Lay says
her original business model still is intact.
SandiLake still makes its own products,
keeps garments basic with monochromatic
colors, and focuses on moms and their kids.
However, the company's operational
approach has changed.What began as an
Etsy store with products being printed
in a garage has evolved into a company
with its own website, storefront and two
employees. New products, such as leggings,
rompers, bibs and an entire adult line, have
been added. SandiLake's flagship product
- the T-shirt - also continues to evolve.
"We are one of the founders of the new
T-shirt company, Allmade Apparel, making
better tees with an incredible story," she
says."These tees are made from recycled
water bottles and organic cotton. For us,
evolving has meant learning how our shirts

are made and making sure every step of
that process is not just ethical, but the best
we can make it."
The company currently has a fourcolor manual screen-printing press and a
direct-to-garment printer. If an order
requires a process that SandiLake can't
accommodate, Lay outsources it to a local
small business to keep everything in the
community.
"We take pride in supporting local
shops," she says. "Our business model is
'made as ordered,' so instead of having
a stock of decorated T-shirts, we keep
blanks in stock and print each shirt after
it's ordered."
A Labor of Love
In the "mom-shop community," competition is steep, so brand recognition is key.
Lay says her shop is set apart for multiple
reasons. First, SandiLake Clothing stays
true to its style, vibe and vision.
"I consider it 'selling out' if you make
shirts just because you know they will sell
well," she says."You have to be passionate
about what you are making and selling in
order to have long-term success."
The other key factor is customer sevice, and Lay says her staff tries to create a

fun experience for customers."We aren't
perfect, but we know everyone just wants
to rock a high-quality tee," she says."We
try to get that done, while tossing some
stickers, fun pins or tiny skateboards into
each order."
Lay describes SandiLake Clothing as a
labor of love. Now that the company has
made its mark, the focus is on new avenues
for selling, staying relevant and telling its
story. Maintaining customer connections
is key to achieving those goals, and social
media has helped build a solid foundation
while enabling collaboration with new
companies.
"Instagram and Facebook are free tools
to show off our products and be real," she
says. "It has been our greatest asset since
Day 1."
Lay says an appearance on "Shark Tank"
was another valuable addition to the company's story."I honestly still can't believe
we were on [the show]," she says. "Since
our episode aired, sales have never been
the same. It gave us this beautiful validity
that we are legit to customers."
Lay didn't take the deal the panel of
investors offered, and today she runs her
shop the way she sees fit. Her advice for
others in the decorated-apparel industry
is to work hard, and tell their stories on
social media to create a connection between
their companies and customers.
Future plans for SandiLake Clothing
include increasing its wholesale presence
to get T-shirts in the hands of more families. "Look out for us in some big stores
in the future," she says."It has always been
my dream and we are ready to make it
happen." 
Jennifer Morrell is an award-winning writer who
has written for a number of national consumer
and trade publications. For more information
or to comment on this article, email Jennifer at
jennmorrell@hotmail.com.
JUNE/JULY 2018

P.31


http://www.sandilakeclothing.com

Table of Contents for the Digital Edition of Impressions - June 2018

Impressions - June 2018
First Impressions
From the Show Director
Overheard
First Look
Scene at ISS
On Design
Big Things Come in Small Sizes
Accelerating the Art Department
Screen Printing Production
Shop Talk
Embroidery Production
Screen Printing Technique
Sublimation
Ad Index/Classifieds
Impressions - June 2018 - Intro
Impressions - June 2018 - CT1
Impressions - June 2018 - CT2
Impressions - June 2018 - Impressions - June 2018
Impressions - June 2018 - Cover2
Impressions - June 2018 - 1
Impressions - June 2018 - 2
Impressions - June 2018 - 3
Impressions - June 2018 - 4
Impressions - June 2018 - 5
Impressions - June 2018 - First Impressions
Impressions - June 2018 - 7
Impressions - June 2018 - 8
Impressions - June 2018 - 9
Impressions - June 2018 - From the Show Director
Impressions - June 2018 - 11
Impressions - June 2018 - Overheard
Impressions - June 2018 - 13
Impressions - June 2018 - 14
Impressions - June 2018 - 15
Impressions - June 2018 - 15a
Impressions - June 2018 - 15b
Impressions - June 2018 - First Look
Impressions - June 2018 - Scene at ISS
Impressions - June 2018 - On Design
Impressions - June 2018 - 19
Impressions - June 2018 - Big Things Come in Small Sizes
Impressions - June 2018 - 21
Impressions - June 2018 - 22
Impressions - June 2018 - 23
Impressions - June 2018 - 24
Impressions - June 2018 - 25
Impressions - June 2018 - Screen Printing Production
Impressions - June 2018 - 27
Impressions - June 2018 - 28
Impressions - June 2018 - 29
Impressions - June 2018 - Shop Talk
Impressions - June 2018 - 31
Impressions - June 2018 - Embroidery Production
Impressions - June 2018 - 33
Impressions - June 2018 - 34
Impressions - June 2018 - 35
Impressions - June 2018 - 36
Impressions - June 2018 - 37
Impressions - June 2018 - 38
Impressions - June 2018 - Screen Printing Technique
Impressions - June 2018 - 40
Impressions - June 2018 - 41
Impressions - June 2018 - 42
Impressions - June 2018 - 43
Impressions - June 2018 - Sublimation
Impressions - June 2018 - 45
Impressions - June 2018 - 46
Impressions - June 2018 - Ad Index/Classifieds
Impressions - June 2018 - 48
Impressions - June 2018 - Cover3
Impressions - June 2018 - Cover4
Impressions - June 2018 - IO1
Impressions - June 2018 - IO2
Impressions - June 2018 - IO3
Impressions - June 2018 - IO4
Impressions - June 2018 - IO5
Impressions - June 2018 - IO6
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http://www.nxtbook.com/nxtbooks/impressions/20160607
http://www.nxtbook.com/nxtbooks/impressions/201605
http://www.nxtbook.com/nxtbooks/impressions/201604
http://www.nxtbook.com/nxtbooks/impressions/201603
http://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
http://www.nxtbook.com/nxtbooks/impressions/201602
http://www.nxtbook.com/nxtbooks/impressions/201601
http://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201512
http://www.nxtbook.com/nxtbooks/impressions/201512
http://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
http://www.nxtbook.com/nxtbooks/impressions/201510
http://www.nxtbook.com/nxtbooks/impressions/201509
http://www.nxtbook.com/nxtbooks/impressions/201508
http://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
http://www.nxtbook.com/nxtbooks/impressions/20150607
http://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
http://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
http://www.nxtbook.com/nxtbooks/impressions/201504
http://www.nxtbook.com/nxtbooks/impressions/201503
http://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
http://www.nxtbook.com/nxtbooks/impressions/201502
http://www.nxtbook.com/nxtbooks/impressions/201501
http://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
http://www.nxtbook.com/nxtbooks/impressions/201412
http://www.nxtbook.com/nxtbooks/impressions/201410
http://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
http://www.nxtbook.com/nxtbooks/impressions/201409
http://www.nxtbook.com/nxtbooks/impressions/201408
http://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
http://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
http://www.nxtbook.com/nxtbooks/impressions/20140607
http://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
http://www.nxtbook.com/nxtbooks/impressions/201404
http://www.nxtbook.com/nxtbooks/impressions/201403
http://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
http://www.nxtbook.com/nxtbooks/impressions/201402
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
http://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201312
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20131011
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201309
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201308
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20130607
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201304
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201303
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201302
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201301
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201212
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20121011
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012fall
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20120809
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20120607
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201204
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201202
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201201
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201112
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http://www.nxtbook.com/nxtbooks/nielsen/impressions_20110809
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
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http://www.nxtbook.com/nxtbooks/nielsen/impressions_201104
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http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011spring
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201102
http://www.nxtbook.com/nxtbooks/nielsen/impressions_201101
http://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook2010
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20101112
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20100910
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010fall
http://www.nxtbook.com/nxtbooks/nielsen/impressions_20100708
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http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010winter
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http://www.nxtbook.com/nxtbooks/nielsen/impressions_eco_2009fall
http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2009fall
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