We visited DOUG'S™, a full-service embroidery and merchandise business located in the heart of Auckland, NZ. Take a closer look inside Doug's workshop and gain some useful tips if you're a newcomer to embroidering.
What is Doug’s and how did it all start?
We started 5 years ago making patches and have since expanded to offer a cluster of different apparel-focused services. We’re expert embroiderers, screen printers, patch-makers, label-makers and more. We bring countless interesting textile ideas to life.
How long have you been in the industry?
I’ve been embroidering for 6 years, but only at Doug’s. I’m self-taught. All you need is Youtube, forums… and a few mistakes.
Why is quality so important to you?
Quality means longevity. We’re not in the business of creating cheap promotional items, but rather premium merchandise for labels and businesses who are invested in long-lasting products.
How would you describe your design style? Where do you draw inspiration from?
Our design is grass-roots. We follow a fun, playful energy and see where it takes us.
What machinery do you use to embroider?
Tajima, forever and always. They’re built to last and can perform under the pump.
What is your favourite type of embroidery?
You can’t go wrong with a classic satin stitch logo… but I love a simple running stitch, 3D puff or our original faux chainstitch.
Which projects are you most proud of?
We’re always working on great projects — but recently we’ve worked on a great project with local label Penny Sage. Proud of that one. Also designed and manufactured some real fun tees with Chris Parker. A goodie.
What are the next steps for Doug’s?
Keep building. It’s important to keep momentum, look for new areas to refine and seek out fresh opportunities.
Why do you use AS Colour blanks?
Simple really — they’re quality, affordable and have a ton of great styles. We can easily help launch a clothing brand or elevate a uniform. And quickly too. People are familiar with the cut and materials, so they sell themselves!
What are some of your favourite AS Colour pieces?
Definitely the new canvas range. The heavyweight fabric embroiders beautifully, and some newer pieces have embroiderer access. Makes our work seamless!
What are some of the trends happening with embroidery?
We’ve seen trends come and go, but right now heavy fabrics, tonal colours and chainstitch is big for us.
What do you wish you’d known about embroidery when you first started?
How to be a great digitiser and how to tension your machine. Those are the most important things to get right.
What's the biggest benefit of using embroidery as your chosen decoration method?
People associate quality with embroidery. It gives you license to charge a higher price tag, develop products and accessories with a real tactile element.
Find out more about the high-level services Doug's can provide for your next project on his website here. Follow his journey @hidougs.
Explore our Canvas Range, carefully designed with stylish and functional features, keeping printers and embroiderers in mind. Made from 100% Cotton Duck Canvas, ideal for those seeking long-lasting workwear or a streetwear look.