Digital printing – transforms designing with wool

Digital printing – transforms designing with wool

New technologies have enabled the digital printing of intricate and near-photographic designs on wool fabrics, thereby increasing design opportunities and markets for wool.


  • Shorter production lead times
  • More flexibility in design
  • No minimum order quantity
  • Environmentally friendly dye
  • Excess dye is recycled
  • Less water

Digital fabric printing involves using inkjet technology to apply colour dyes simultaneously to a specially prepared fabric surface. In contrast to traditional print methods, digital printing is quick and personalised. The technique allows for printing on smaller lengths of fabric, lessening demand for water, chemicals and textile waste.

Designers are increasingly taking up the technology. For instance, the winner of the Karl Lagerfeld Award for Innovation at last year’s 2020 International Woolmark Prize, BODE from the USA, used digital printing in her winning designs – see image. BODE utilised the support of pioneering digital printing company Think Positive which is a trade partner of the International Woolmark Prize.

Think Positive is an internationally renowned innovator in digital direct-to-fabric printing, with amazing expertise for printing on wool as a leading luxury fibre. The company was set up in Sydney 37 years ago and now also has a studio in London and print facilities in a refurbished mill in the historic textile town of Macclesfield in Cheshire.

Other designers involved in International Woolmark Prize that the company has worked with include Jacinta James from Australia, Daniel Fletcher from the UK and GmbH from Germany.

“Digital printing onto textiles is the biggest breakthrough in fabric decoration technology in the past 8,000 years,” said Think Positive’s director of business development, Emilie Cacace.

“Our fabric printers are like sophisticated larger versions of desk top ink-jet printers, but instead of printing onto paper, they can ‘print’ directly onto rolls of specially prepared fabrics.

“We can print on a large range of wool fabrics: woven and knits in varying weights, wool blends like wool denim, and even wool velvet and wool fur thanks to AWI helping us experiment and work with new and innovative qualities. The results are really exciting.”

Think Positive has digitally printed on wool for world famous brands, such as Vivienne Westwood, and continues to receive enquiries and regular interest regarding printing on wool. The company has had its fabrics included in AWI’s sourcing guide The Wool Lab.

“Think Positive is an example of how important it is for AWI to collaborate with industry,” said AWI General Manager for Processing Innovation & Education Extension, Julie Davies.

“Digital printing offers within the industry so much flexibility with multiple benefits such as fabric sampling options, lower minimums, shorter lead times, endless design and colour options, and most importantly amazing technical capabilities for heightened print quality resulting in dynamic products.”

Source: AWi