Impressions - April 2017 - 33

think.
EmbRoidERy dEsign & digitizing

make.

Like this article? Read more embroidery
articles at impressionsmag.com/embroidery.

do.

Stock Designs
Then & Now
Follow along on a journey through
the evolution of this embroidery staple.
By DeBorah JoNeS, CoNTriBuTiNg WriTer

The term "stock design" has long been used
to describe a design that isn't specifically
customized for a client. For example, logos
require custom digitizing, but if you're
stitching the image of a giraffe or an
airplane, chances are you can use a stock
design.
They are available in a variety of themes,
from mundane to popular, and they are inexpensive - typically ranging from $1-$15
per design. But this wasn't always the case.
The following provides a glimpse into
the evolution of this embroidery staple.
The Early Days
In the mid-1960s, my father owned a few
automated embroidery machines, each
with four heads.They weren't controlled
by electronic data like today's machines.
Rather, the hoop movements were controlled by a punched card - measuring
about 3 inches wide - called a jacquard.
These mechanical machines could operate
at only about 200 stitches per minute.
My father learned of other companies
with similar machines, and one embroidery
manager offered to send him photocopies
of their designs. We perused them - I
clearly remember one showing a colorful
Indian in full headdress - and ordered
some that we thought could be useful in

our business.We then sent the photocopies
to the next interested embroiderer.
Fast-forward to the first electronic embroidery machines that were capable of
reading a 3.5-inch floppy disk.This medium
is obsolete today, but its introduction represented a leap forward for stock designs.
Two of the first highly visible personalities in the early days of stock designs were
George and Jerry Westphal, founders of
North Dakota-based Dakota Collectibles.
The brothers got their start when they saw
a beautiful jacket embroidered with a logo
commemorating North Dakota's centennial.
They approached Melco Industries,
manufacturer and distributor of Melco
embroidery machines, who had digitized

the logo.The Westphals obtained a license
to embroider commemorative jackets and
asked about purchasing a copy of the official logo that had been digitized for the
original licensee.
The price for the duplicate copy was
$1,500, the same price as the original.
GeorgeWestphal recalls,"I asked my brother
how much he figured the second one cost
to make, and I told him that's the business
we should be in."
At the 1988 Imprinted Sportswear
Shows (ISS) Long Beach event, the budding entrepreneurs showcased their first
six-pack of designs, which featured six
jacket-back-sized designs for $100 each or
$150 for all six.Based on popular themes like

At the height of the stock design
market, licensed memory cards
like this one - containing as
many as 20 designs - sold for
as much as $169.
APRIL 2017

P.33


http://www.impressionsmag.com/embroidery

Impressions - April 2017

Table of Contents for the Digital Edition of Impressions - April 2017

Impressions - April 2017
Contents
First Impressions
From the Show Director
Overheard
First Look
Scene at ISS
On Design
Team Threads
Perforate Athleticwear Properly
Shop Talk
Embroidery Technique
Embroidery Design & Digitizing
Screen Printing Graphics & Design
Sublimation
Direct-To-Garment
Heat Printing
Ad Index/Online Directory
Classifieds
Impressions - April 2017 - CT1
Impressions - April 2017 - CT2
Impressions - April 2017 - Impressions - April 2017
Impressions - April 2017 - Cover2
Impressions - April 2017 - 1
Impressions - April 2017 - Contents
Impressions - April 2017 - 3
Impressions - April 2017 - 4
Impressions - April 2017 - 5
Impressions - April 2017 - First Impressions
Impressions - April 2017 - 7
Impressions - April 2017 - From the Show Director
Impressions - April 2017 - 9
Impressions - April 2017 - Overheard
Impressions - April 2017 - 11
Impressions - April 2017 - 12
Impressions - April 2017 - 13
Impressions - April 2017 - First Look
Impressions - April 2017 - 15
Impressions - April 2017 - 15a
Impressions - April 2017 - 15b
Impressions - April 2017 - Scene at ISS
Impressions - April 2017 - 17
Impressions - April 2017 - 18
Impressions - April 2017 - On Design
Impressions - April 2017 - Team Threads
Impressions - April 2017 - 21
Impressions - April 2017 - 22
Impressions - April 2017 - 23
Impressions - April 2017 - Perforate Athleticwear Properly
Impressions - April 2017 - 25
Impressions - April 2017 - 26
Impressions - April 2017 - 27
Impressions - April 2017 - Shop Talk
Impressions - April 2017 - 29
Impressions - April 2017 - Embroidery Technique
Impressions - April 2017 - 31
Impressions - April 2017 - 32
Impressions - April 2017 - Embroidery Design & Digitizing
Impressions - April 2017 - 34
Impressions - April 2017 - 35
Impressions - April 2017 - 36
Impressions - April 2017 - 37
Impressions - April 2017 - Screen Printing Graphics & Design
Impressions - April 2017 - 39
Impressions - April 2017 - 40
Impressions - April 2017 - Sublimation
Impressions - April 2017 - 42
Impressions - April 2017 - 43
Impressions - April 2017 - Direct-To-Garment
Impressions - April 2017 - 45
Impressions - April 2017 - 46
Impressions - April 2017 - Heat Printing
Impressions - April 2017 - 48
Impressions - April 2017 - 49
Impressions - April 2017 - Ad Index/Online Directory
Impressions - April 2017 - Classifieds
Impressions - April 2017 - 52
Impressions - April 2017 - Cover3
Impressions - April 2017 - Cover4
Impressions - April 2017 - I1
Impressions - April 2017 - I2
Impressions - April 2017 - I3
Impressions - April 2017 - I4
Impressions - April 2017 - I5
Impressions - April 2017 - I6
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https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018spring
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https://www.nxtbook.com/nxtbooks/impressions/201712
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https://www.nxtbook.com/nxtbooks/impressions/20170607
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https://www.nxtbook.com/nxtbooks/impressions/201703
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https://www.nxtbook.com/nxtbooks/impressions/201701
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https://www.nxtbook.com/nxtbooks/impressions/20160607
https://www.nxtbook.com/nxtbooks/impressions/201605
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https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
https://www.nxtbook.com/nxtbooks/impressions/201602
https://www.nxtbook.com/nxtbooks/impressions/201601
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https://www.nxtbook.com/nxtbooks/impressions/201512
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
https://www.nxtbook.com/nxtbooks/impressions/201510
https://www.nxtbook.com/nxtbooks/impressions/201509
https://www.nxtbook.com/nxtbooks/impressions/201508
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
https://www.nxtbook.com/nxtbooks/impressions/20150607
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
https://www.nxtbook.com/nxtbooks/impressions/201504
https://www.nxtbook.com/nxtbooks/impressions/201503
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
https://www.nxtbook.com/nxtbooks/impressions/201502
https://www.nxtbook.com/nxtbooks/impressions/201501
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
https://www.nxtbook.com/nxtbooks/impressions/201412
https://www.nxtbook.com/nxtbooks/impressions/201410
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
https://www.nxtbook.com/nxtbooks/impressions/201409
https://www.nxtbook.com/nxtbooks/impressions/201408
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
https://www.nxtbook.com/nxtbooks/impressions/20140607
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201404
https://www.nxtbook.com/nxtbooks/impressions/201403
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201402
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
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