Hybris Productions, a southern Sweden-based specialist in officially licensed apparel, has integrated Kornit Digital’s DTG production technology to transition from traditional screen printing to scalable digital manufacturing. With access to more than 15,000 licensed logos and designs spanning entertainment and popular culture, the company needed a solution that could support rapid design releases and shorter runs. “With screen printing, we were restricted in how many designs we could release,” said Founder Peel Olson. “Going digital meant we could release hundreds of designs instead of just ten.” Kornit’s platform delivers industrial speeds of around 100 T-shirts per hour while eliminating complex pretreatment steps, enabling Hybris to ramp up production quickly and stabilise daily output within months.

Operating a dual model that combines direct-to-consumer e-commerce with short-run wholesale production for retailers, Hybris now releases approximately 100 new designs each week. The flexibility of Kornit’s digital textile production allows the company to produce single garments on demand or retail batches of 25 to 100 pieces, reducing overproduction while maintaining speed and quality. “The speed is fantastic, the quality is fantastic,” Olson noted, highlighting the reliability required to serve both private customers and retail partners. By embedding digital production into its workflow, Hybris has positioned itself for creative expansion and sustainable growth, demonstrating how licensed merchandise producers can scale design portfolios while operating with greater efficiency and responsiveness to market demand.

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